Low Cost, High Deliverability Lead Generation

Get More Leads with Low Cost, High Deliverability Lead Generation

Get 824% more lead generation with Salesforce email marketing integration. I tested YesData’s 90% deliverability claim and interviewed founder Adam Dunhill.

To test YesData, I imported 334 new leads for Alvorden’s Salesforce consulting business. I invited them to sign up for my Salesforce MVP Best Practices Newsletter with a Salesforce mass email. Here are my results:

91% Email Deliverability

91% accurate based on Salesforce email bounces

9% open rate from How to Get Your Best Email Open Rates

1.5% clickthrough in Google Analytics

Interview with YesData Founder Adam DunHill

Adam DunhillAdam Dunhill is the founder of YesData, a business database accessible directly from Salesforce. He’s built numerous data services for Experian and InfoUSA. YesData’s curated database of B2B decision makers claims a 90% email deliverability rate.

I asked Adam a few questions about YesData and business databases:

OK, first let’s put some context around my test numbers. How do they compare to your expectations and email marketing benchmarks?

YesData claims 90% accuracy, which your results confirm. 9% opens are on the low end of the 15-25% average. Opens can be affected by your message. The word “free”, logo images, and links can all be flagged. 1.5% clickthoughs are reasonable. Clickthroughs can be as high as 3-4% with an offer well-matched to your audience.

Overall, you got good numbers for a prospecting email. For a retention email to existing customers, they’d be even higher. One caveat is that this is a small count for statistics. A handful of people within your population of 334 could influence the results dramatically.

You’ve built a brand new database at YesData; where does your data actually come from?

Our information comes from a direct API into LinkedIn. That gives us first name, last name, title, and company. Then we add legacy data from public sources. That completes company data like domain, industry, revenue, and size.

We have 18M contacts at 3M companies. 84% of contacts have LinkedIn profiles. All of them have a domain-based email address, without any gmail or hotmail accounts.

There’s so much change today that 22% of data decays every year. How do you keep data accurate and free of duplicates?

I just quoted 30% decay in a webinar; it’s definitely a concern. Decayed data isn’t totally unusable, though. A title change has less impact than an email change. To maintain 90% accuracy for emails, we periodically test emails for bounces. We also use LinkedIn to detect changes and update our data.

For duplicates, uniqueness is on domain-based email address (no gmail, yahoo, etc.). We also standardize and clean company names. For example, IBM, International Business Machines, and IBM, Inc are all the same company. Other rules include partial zip codes and nearby geography.

Fuzzy logic matches existing Salesforce records when you import from YesData. In addition to the above rules, we also look at consonant-only comparisons of names for duplicates. Salespeople are too busy to enter complete and consistent data. Matching and cleaning improves 20% of existing CRM records.

Marketing is now focusing targeted messages to specific audiences. How should customers buy smaller segments from a larger database?

We have a number of different filters. You can segment a contact’s level (Director, VP) and title. Geographically, you can use multiple zip codes or phone area codes.

Our Standard Industrial Classification (SIC) codes offer 3 levels of detail. You can go deeper and more granular from 2 to 6 digit codes. For example, you can refine from Chemical Manufacturers to Industrial Gases to just Carbon Dioxide Gases.

Having targeted, accurate data is just one part of the marketing campaign. What else goes into your own successful data-driven campaigns?

We start by choosing an audience to segment our data import. Then we write a targeted email message using the vocabulary of our audience. That directs to a landing page that reinforces the same vocabulary. There’s a compelling call to action. We followup with an automated confirmation email. Finally, we build the reports to identify success.

Connecting the dots is very important; any one of those steps will fail in isolation. For example, consider the impact of vocabulary on recruiters who currently use LinkedIn. Instead of “direct email addresses” we used their vocabulary to offer more “InMails”. We did that throughout the campaign, encouraging recruiters to view my profile on LinkedIn and try their favorite LinkedIn candidate searches on YesData’s demo.

 

How Will You Get More Leads with Low Cost, High Deliverability Lead Generation?

 

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