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Sima is joined today by Steve Wagner, a Senior Marketing Manager, to chat about email hygiene and enhancing data lists.
Steve Wagner leads the strategic marketing function for Webbula. He has over 15 years of experience in demand generation, digital marketing, and account-based marketing programs. He’s previously led these efforts across several organizations, including Sales Performance International, ShowClix, and Ariba.
Isn’t Email Dead?
Webbula assists with email list hygiene by driving the best marketing performance possible in such categories as deliverability and open rates and helps to enrich the organization’s data by finding missing parts of their information.
Year after year, email marketing proves to be one of the top revenue drivers for businesses, despite proclamations that email is dead.
Although there are certainly trends in digital these last couple of years, each year circles back to having a solid email address in order for people to validate their accounts or to drive certain messaging to.
What is Email Hygiene, Anyway?
When looking at an email list with a million names, most marketers tend to stop by wondering how many of those email addresses are valid, and how they might be identified. However, that is not enough.
There are a lot of threats out there, and they do deliver. Webbula breaks these threats into four major categories: 1) reputation threats; 2) fraud threats; 3) delivery threats; and 4) conversion threats. Steve relates examples for each and how his company mitigates these risks.
Actual Data vs. Model Data
Webbula also has a data-enrichment side that will append additional information or missing gaps for people on their customer lists.
100% of Webbula data is self-reported, deterministic, and individually linked so each piece of data they collect can be traced back to the individual who self-reported it. This information often comes from publisher partners, transactional events, social media surveys, and other data providers that rely on that same level of data to apply to their third-party data.
Steve shares some benefits of using self-reported data.
Looking Ahead
Google is phasing out the third-party cookies over the next couple of years and this has really shaken a lot of marketers who have relied heavily on digital.
Thankfully, Google is aware of the potential fallout and have applied a grace period.
Steve discloses what he sees for the future of marketing and Webbula.
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