How Data Enhancement Improves Email Marketing Success

The term “data hygiene” is more than a metaphor; if your list has invalid addresses, duplicate records, and swarms of typos, it’s not as healthy as it could be. Like bacteria colonizing the potato salad on a poorly tended salad bar, these bits of incorrect or invalid data can multiply throughout a database, reducing the overall effectiveness of your email marketing campaigns. A single error that propagates new, invalid account files of its own could limit deliverability.

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Earning a Quick Win with Data Enhancement

Your house list is a key element of your marketing program, but building it takes time, and it isn’t always possible to complete it on your own. It can take some time to earn returns on your business list, but there are steps you can take today to start realizing higher ROI immediately. The long-term dividends are still there, but getting some quick wins generates the momentum and the revenue you need to reach those more distant goals.

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Data: The Secret Ingredient for Powerful B2B Lead Nurturing

In the past 5 years the average sales cycle has increased 22%, and since B2B purchasing decisions require more buy-in from various parties than a B2C transaction, the B2B sales cycle has become even longer. According to a 2012 study by Marketing Sherpa, when a contact first gives a vendor their contact information 73% of them are not ready to take the next step to purchase. Because of these trends, marketers are always looking for ways to improve the prospect to customer conversion rate. As many of you are aware, one method that has seen great success is lead nurturing.

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Steps to Creating an Effective Cross-Channel Marketing Strategy

With the evolution of newer media, brands started adopting multiple channels to reach out to and engage with their target audience. But as soon as they turned on their information hose through these channels, customers essentially started ignoring and in fact ending up becoming increasingly dissatisfied as they expected a similar service and experience in each of these channels but what they received was far from it.


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