How Your Email Inbox Actually Prevents Database Decay In 2019

By anguyen

If improving the health of your database is a priority in the new year, skip the traditional means of data cleansing and take a look at your email inbox first.

That’s right, email replies (like Out-Of-Office and Left-The-Company) contain valuable sales intelligence about your leads. Think about it. Many of those auto-replies contain real-time updates to phone numbers, titles, and even emails — straight from the leads you’re actively engaging. The data doesn’t get any fresher, or the process any easier, than mining emails to maintain the health of your database.

Closing The Loop On Email Marketing

I don’t have to tell you that email marketing is an incredibly powerful B2B tool. More than half of B2B marketers consider email the most effective channel for generating revenue. Which makes sense, as 86% of professionals prefer email when communicating for business purposes.

While there was a brief moment when experts warned that social media would upset email’s reign, B2Bs have only seen email grow in popularity. Nowadays with organic reach harder and harder to achieve on social media, many marketers are realizing that 1,000 email contacts are far more valuable than 1,000 social media followers. Plus, many marketing professionals say they appreciate how email marketing allows for greater personalization and segmentation.

Mining email replies should be the final step in an effective email marketing strategy. It allows you to extract every last ounce of value from your email marketing campaigns, improving your overall ROI. Email mining takes a simple communication channel and turns it into a database cleansing solution — and a source for quality new leads and timely sales opportunities! Every reply, automated or human, contains information that can be used to update your database, continuously improving the accuracy and performance of your email marketing.

And all you have to do is look to your inbox to realize these benefits and maintain a healthy database.

Email Mining Is Easier Than You Think

The process for email mining is very simple:

  • Send your email campaign business as usual. No changes are required to processes or systems.
  • Review each reply that comes back. Separate human replies or those that require immediate action from auto-responses.
  • Mine data from each reply. Full names, phone numbers, titles, and alternate or replacement contacts can all be found in replies.
  • Update your database.
  • Alert sales or account owners of trigger events, such as when a lead leaves the company or a domain change is discovered (possible M&A).

While you can certainly do this with human resources, a reply email mining service can automate the process from start to finish (and beyond, when you integrate with Marketo). This frees up human talent to take on tasks closer to revenue generation, like nurturing prospects further along in the sales funnel.

However you choose to mine replies, the intelligence you discover is pretty remarkable. Let’s see what can be learned from a standard Left-The-Company (LTC) auto-response.

For a closer look at what information you learn from a typical Out-Of-Office reply, check out <a target="_blank" …read more

Read more here:: marketo-email-marketing

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