Getting new and updated information from the contacts in your database is one of the most common and harder aspects to adress when you are managing a great amount of data.
I work for a global B2B technology company and, probably just like many of you, I have limited access to Eloqua and some of its functions. Because of that, Oracle University was key to introduce me to all kinds of tools that I did not know before and this opened a vast horizon to explore. In particular, I got interested in reports and dashboards. And that is how it all started.
Exploring all the information reports could provide, I discovered many interesting things about the quality and health of the database, such as the lack of standardized values, the high percentage of missing data, the frequency I was emailing the same people, among other findings.This was not only being prejudicial for segmentation, but also keeeping people from becoming MQLs and, therefore, leading to many missed opportunities.
In order to improve the database health, I decided to create a series of forms asking customers for their updated information. However, I knew people would not give their personnal or commercial data, unless the forms and emails were interesting and motivating. Taking it into account, and also regarding the fact that we could not offer any incentive, I understood that creating a very personalized message was essential to capture the information we needed.
With that in mind, I started building up my plan to get this initiative out of the paper.
Improve data quality so contacts can receive proper score in our Lead Scoring model.
The campaign was created to capture contact information through form submits. But since I also wanted to have more achievable and easy-to-measure goals, I took our average rates and set these targets:
- 20% open rate
- 1.5% click-through rate
- Form conversion – of the total clicks, get 40% to submit the form
- Unsubscribe rate – less than 0.1%
First of all, I used the reports to identify what the current state of our data was. I discovered that from the total number of emailable contacts I manage, 89% had no job title, 78% had no industry, 73% had no state, 15% had no address, 14% had no company, and so on.
I was surprised with the numbers and all of the consequences they were bringing to our company, for instance, poor segmentation, lack of knowledge about our customers, bad lead scoring, just to name a few. All of that, without even considering the data we have, but it is not accurate.
It was clear the campaign had to be simple, direct, personalized and required minimal effort from the contacts. So I started by creating the emails because they would be the first touch point with our stakeholders; they needed to catch attention and make people want to click.
I selected which information about our contacts we really had to have in the database: job title, city or state, company and address. One email was created using each of these four fields as reference.
A very basic template was used, with just one image, a piece of text, and a button saying “Update Your Profile”. To personalize the message, sentences like “Have you changed companies? Are you still living in <city>?” were included on the second paragraph and subject line, using field merges according to the information we had and the ones missing.
I also put together four personalized forms with exactly 7 pre-populated fields, as you can see in the images below. The fields “first name”, “last name” and “email address” were in all forms, and the other 4 varied to match with the information to be obtained from the contacts.
Then the mobile responsive landing pages, confirmation email, and confirmation landing page were created resulting in the below campaign, in which every email had a unique message that triggers each exclusive form and asks for specific information.
To reduce the possible drop outs, or people that would delete the email without opening, contacts who had received any communication shortly before the campaign went live were excluded from the segment.
The next stage was testing the campaign, which I did using a handful of contacts from within our company to make sure all the steps and workflow were working appropriately. Finally, the campaign went live and I could measure the responses.
As the initial goals were very straightforward, with simple reports I was able to pull all the material we needed to make sure the initiative was successful. Using the actions button in each form and selecting “View Submission Data,” I could pull the data from our contacts and export to another format so I was able to analyze.
- The average open rate was 27% and the click-through rate was 2.9%;
- From the total number of unique clicks, 41% actually submitted the form;
- The unsubscribe rate was 0.05%;
- 335 forms submitted only on our first initiative to improve data quality.
Furthermore, the refreshed data submitted results in more accurate lead scoring, helps to improve our relationship with customers and reengage with people that were not responding to our communications in a while.
This initiative was only a small part of a bigger project being implemented in our company and those preliminary results are very encouraging for us to keep working in ways to improve the data management and quality.
- We are already working on creating standardized lists of data to improve consistency among fields like country and state. Also, the pickup list for state used in this campaign will be our standard for next year.
- We are in the process of sending other touches of this campaign to include people that were excluded in the first batch.
- As we go forward, we will be looking to implement more A/B testing in the emails to understand if there are any elements we could change to make this initiative even more impactful.
Courses that have helped
- B2B Fundamentals Series
- B2B: Targeting (Data Cleansing)
- B2B Engagement (Personalizing Campaigns)
- B2B Conversion (Advanced editing and form processing)