Every Market Media Audits 3,500 URL’s for Compliance

Every Market Media Audits 3,500 URL’s for Compliance

Unique as a feature among EMM’s email assets is the unique traffic data accompanying each published record. Other vendors call this “Source URL”, you often see it as proof of “opt in” or “double opt in” when a list salesperson is perhaps overdoing it a bit. EMM performed an audit on its top 3,500 beneficiary URL’s. The results are interesting, before we get to that though let’s lay down some base knowledge. What is a B2C URL A B2C email form submission that EMM might purchase and then supply to a marketing services company would at minimum capture an email submission, the IP address from which that submission came, the URL of the traffic beneficiary and the time and date of the occurrence. EMAIL IP URL TD example@example.com 220.2.2.1 www.trafficbeneficiary.com 3/24/2016 Why do we retain it? As proof that the origination of the record was not a scrape, manufacture or dictionary attack, per CAN SPAM compliance best practices. Why audit the URL? For data validation and compliance. We desired to discover which URL’s were suboptimal for this purpose and which we should seek to replace with alternate proof, thereby increasing the marketing safe segments of the dataset. Here’s an example: chooseyourcolor.com There are 600,713 emails in our double verified B2C email file for this URL. The URL is inactive, and it’s robots.txt file did not allow it to be archived so there is no record of its content. Could this record have been scraped? It’s possible. In combination with the IP address being logged, that’s less likely though the IP could be fake. A cautious email marketer would pass...
Stop Blaming Bad Response Rates on Marketing Email Data!

Stop Blaming Bad Response Rates on Marketing Email Data!

When we read popular marketing data related articles while researching a key word like “buy email lists” we get frustrated when the author references email marketing horror stories and blames the low response rates solely on the shoulders of the email data list. As a marketing email database provider we have the opportunity to see and approve hundreds of email marketing campaigns a month and we have found that the devil is in the details. Many email marketers believe that buying a list is the magic lead magnet, when meanwhile it’s only a quarter of what you need. Here is one of the horror stories we came across: A commercial roofing company decided to run an email marketing campaign. They decided that the only criteria the data needed to fit was the job title “owner”, that’s it. Then they bought thousands of email contacts directed at “owners” and had a terrible response rate. WHY? Because owners are anyone! Who is to say that these owners even have buildings that need roofing? As an email data provider the roofer’s poor response rates have nothing to do with the data which was provided to them, but everything to do with the marketing technique. Here are 5 tips we would give to the roofers and any other email marketing data purchaser who is blaming the marketing data for a failed marketing attempt: Have a thoughtful business process in mind Use your business process to put together a list of consumers or businesses that are a good business fit Personalize your email to make it seem as if every email has come directly...
5 Myths About International B2B Marketing Consent

5 Myths About International B2B Marketing Consent

A B2B Marketer’s Guide to Marketing Consent Due to the recent changes in international marketing laws, a lot of EMM’s customers have been asking us various questions about International B2B Marketing Consent Laws. In an attempt to answer as many of these questions as possible, we decided to interview our CEO and head of sales, Rick Holmes. Rick has been personally involved in all of EMM’s data acquisitions, has been in the data industry for 10+ years, and as a result of that, has a wealth of knowledge about this subject. 1. If the previous owner of my data had consent, then do I? Rick: No, contrary to popular belief, in the majority of countries consent is not transferable. Just because the user you received the data from originally had consent does not mean that you do. For a thorough breakout by individual country, check out our downloadable guide here. 2. Would I be breaching any International Marketing Consent Laws if I ensure that I only contact people with job titles related to sales, marketing and/or business development? Rick: Unfortunately, using job roles as implied consent is not defensible. At EMM, we use our permission based email scrub to provide us with implied consent. We provide two annual opportunities for our data users to opt out of our database and we feel this is a stronger defense. However, this will depend on your tolerance for risk and we do recommend speaking with a lawyer before deploying any International campaigns. 3. Do International B2B Marketing Consent Laws apply to 1 to 1 Account Based B2B Marketers? Rick: Yes, one to...
The Universe Aligned This Winter to Allow EMM to Simultaneously Update Both of Our Databases

The Universe Aligned This Winter to Allow EMM to Simultaneously Update Both of Our Databases

The team has really been putting the “multi-” in multi-tasking this winter.  We have huge increases to announce to BOTH our consumer and business databases.  Check out the details below: B2C Database – 33% growth of premium email records.  We now have 174mm records that we have deemed as the cream o’ the crop after Double Verifying them through our rigorous deliverability and hygiene processes.  For the mathletes out there, that’s almost half of our now 386MM Master File.   Of course, we were sure to also enhance the new records and appended all the usual goodies when able: name, postal address, age, gender, ethnicity, income, occupation, home ownership, interests and more. B2B Database – 30% growth of premium email records.  This brings us to 39MM records that have been Double Verified, of which 26MM are business card values populated. Our business Master File is now a robust 91MM records strong. The biz file has lots of fun to choose from, too, if this is the kind of thing that floats your boat: full business card values (contact name, title, company name, address, city, state, zip, phone and email), business type (SIC and NAICS), revenue, # of employees, job level, job function, industry, company website, email domain and more. We are building these databases with the goal of being able to meet ANY marketers’ needs – whether you’re a high volume mailer who needs more responsive peeps to email, or you’re a niche-y advertiser that is looking for an obscure, uber-targeted file.  Your mission, should you choose to accept it, is to try to stump us!   Please let us...
6 Tips on How to Get More Contacts for 1 to 1 Email Marketing Without Killing Response Rates

6 Tips on How to Get More Contacts for 1 to 1 Email Marketing Without Killing Response Rates

If you’re having success with 1 to 1 email marketing using b2b lists as fuel, then this means that you have successfully tackled finding a message and an audience that works. Well done! The next challenge you will likely run across is having used up the “easy” prospects. You know, the data from your best source or the attendees from that one trade show that always seem to save your lead-gen bacon. What happens to your lead flow when these contacts dry up? Do your leads dry up too? If so, never fear, EMM is here with some pointers to keep the leads flowing. Start with a company centric approach to list building. Once you have a business fit between your firms, then add contacts into those firms. Pick contacts above or horizontal to your ideal contact on the company’s org chart. Basing the search on ideal job role directly has its advantages but if that contact doesn’t reply or says no, you’re out of options. Use messages that assume you are not reaching the right person for that decision, this is because you probably aren’t. As you’re introduced to that person in the ideal job role (which takes far less effort than actually managing a reply to you) you’re introduced either by a boss or peer which lends credibility to your message. If you did step one right, this person will actually have a reason to respond after the initial referral because there will be a business fit between your firms. Get more organizations like the ones in your hot list by determining their industries and looking up...
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