Once upon a time, in a land called Silicon Valley, there was a publicly-traded company (who shall remain nameless) that was unexpectedly blacklisted by a couple of key ISPs. Suddenly, their outbound marketing efforts were largely shut down and they could no longer reach their prospects. What was happening? It appeared they were trapped in the Blacklist Abyss.
As time went on, this nameless company’s entire marketing pipeline continued to stall. They simply could not fill their funnel. Their forecasting became gloomy, they had no one to invite to events, and they were unable to reach their revenue targets. Shareholders got nervous and, inevitably, share prices fell. Eventually, they just faded aw…well, you get the picture.
The Moral of the Story
Dirty data can severely cripple your marketing efforts. Not only is it more likely that you will be sending the wrong message, but even worse, that embarrassing, poorly targeted message may never be seen at all.
How can bad data cause this to happen? When old contacts clutter your lists, they are causing your sender score and deliverability rating to plummet, stopping you from getting emails through to the people who will buy.
It is common for companies to set up spam traps, where they intentionally use old email addresses to identify illegitimate messages or email marketers who are not managing their lists well. If you are sending to old email addresses or uninterested contacts, it is highly likely that you will fall into a spam trap. Not only will your email go into the spam folder, but it will also kill your sender score and get you blacklisted from company servers and internet service providers.
This is completely preventable of course. Here are some things to look out for during a data quality health check:
- Data in the wrong fields
- Duplicate Data
- Format errors
- Bogus contacts
Dirty data isn’t always as obvious as people think. One of the real challenges is to find dirty data that LOOKS useful, but hinders performance.
Make it a “Happily Ever After” Story
Make an annual ritual out of purging old contacts and old fields. If you can’t settle on a date, then sync it with your Marketing Automation system renewal. Doing this will ensure that your old or bogus emails stop hitting the spam filters. In turn, your deliverability rating will go up, and ISPs will continue to trust your domain. This means that marketing will be able to continue nurturing prospects, and that there will still be a pipeline for sales to dig their claws in to. In essence, marketing and sales will live happily ever after. The end.
Get ahead of the game, be proactive and avoid being part of the ‘unwanted story’.
(Excerpt from our whitepaper “Why Dirty Data is Costing you a Ton of Money”)
To find out how 4ThoughMarketing can help you set up a Data Washing Machine for your Oracle Eloqua Marketing Cloud, call us at 1-888-ELOQUA4 (888-356-7824) or email info@4ThoughtMarketing.com.