8/19/2020 Indianapolis MUG Meeting Presentation How To Fight Back Against Database Decay - Kate Adams, CMO, Drift

1. How To Fight Back
Against Database
Decay
@DRIFT #DRIFTEMAIL

2. Kate Adams
VP of Marketing @ Drift
#DRIFTEMAIL@DRIFT

3. Source: COVID-19 Digital Engagement Report#DRIFTEMAIL@DRIFT
The last 5 months have
accelerated digital
transformation by
6 years...

4. March 2020 saw an 18.74% increase in bounces,
“changed job” and “left company” replies
Source: Drift Email@DRIFT #DRIFTEMAIL

5. #DRIFTEMAIL@DRIFT
there is no time like the
present to check up on
the health of your
database.

6. 2/3
Of a sales rep’s day
is spent in
non-selling activities
(such as data entry
and prospect
research)
Gartner
82%
Of Sales Executives
feel their sales reps
are challenged by
the time it takes to
research prospects
CSO Insights
30%+
Of the data in your
database decays
each year
ZoomInfo
$11
The cost of one bad
record in your MAT
or CRM
Eloqua
66%
The increase in
revenue organizations
could see as a result
of strong data quality
standards
Sirius Decisions
Bad data erodes revenue &
martech ROI
@DRIFT #DRIFTEMAIL

7. 6 steps for a healthier database
1. Get your emails to the inbox
2. Avoid spam flags with personalization
3. Leverage automation
4. Use filters to prioritize unknowns
5. Look for “proof of life”
6. Create a data-driven feedback loop
@DRIFT #DRIFTEMAIL

8. Sending to bad contacts impacts your ability to send to the good ones.
Most ESPs will penalize your sender reputation, impacting your ability to
send out campaigns, if your bounce rate is over 5%
Action: Monitor for email deliverability rates below 97%.
#1 Get your emails to the inbox
#DRIFTEMAIL@DRIFT

9. 🙅 Humans don’t use ALL CAPS spam trigger words.
● Ie) act now, buy direct, instant access
🙅 Humans don’t communicate in HTML graphics.
🙅 Humans don’t flag personalized emails as spam.
#2 Avoid spam flags with personalization
#DRIFTEMAIL@DRIFT
Action: Divide your list and personalize your emails as much as possible.
● Location
● Industry
● Company size
● Role
● Function

10. Action: Use technology to find outdated contacts and update or
purge them from your database.
#3 Leverage automation
#DRIFTEMAIL@DRIFT

11. 75% of marketers are looking to better target specific segments.
Prioritize unknowns by focusing on segments have shown intent to buy
and are in the right stage of the buying cycle.
ACTION: Connect multiple data sources to enrich high-priority
segments first.
#4 Use filters to prioritize unknowns
#DRIFTEMAIL@DRIFT Source: 2020 Database Strategies & Contact Acquisition Survey Report

12. ACTION: Double down on people who are engaging with you.
50% of prospecting is unproductive and 90% of calls sales teams make
go unanswered.
ACTION: Weed out inactive people from your database, especially if
they’ve never been active.
#5 Look for “proof of life”
#DRIFTEMAIL@DRIFT Source: Drift Blog

13. Go beyond standard firmographics like company size and location.
Use deeper intelligence such as engagement history, relevant tech stack, and
other attributes.
ACTION: Leverage the behavior and intent data in your database to target
your email programs.
#6 Create a data-driven feedback loop
#DRIFTEMAIL@DRIFT
Engage Educate Research Evaluate Justify
TOFU MOFU BOFU

14. Ongoing database maintenance is
critical because email marketing
databases naturally degrade by about
2% every month.
Source: ZoomInfo#DRIFTEMAIL@DRIFT

15. Email cseele@drift.com
.OFFER.
@DRIFT
● 15+ high-converting email templates
● Quintessential guide to email marketing
● Virtual courses with experts from Litmus, Digitas & Drift
● Email marketing pipeline calculator
● And so much more…
The High-Performance
Email Marketing Toolkit
#DRIFTEMAIL

16. THANK YOU!
@DRIFT #DRIFTEMAIL