Emailability – is it at the top of your list?

Communicating with your prospect pool

As a B2B marketer or sales lead you know that email is a key channel in your strategy. It’s simple to execute, low-cost and allows you to reach a volume of potential prospects quickly and easily.

But when you are looking at the email elements of a campaign, do you know the emailability of your prospect pool?

As a B2B marketer or sales lead you know that email is a key channel in your strategy. It’s simple to execute, low-cost and allows you to reach a volume of potential prospects quickly and easily.

But when you are looking at the email elements of a campaign, do you know the emailability of your prospect pool?

‘Emailability’. It’s not a word you’ll find in any dictionaries. But you instinctively know what it means. How emailable are your prospects? Not just the quality and accuracy of the data, but their need for your service and therefore the propensity to open, read and respond to your email.

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How emailable is your data?

Do you know the quality of your marketing prospect data? How many emails will bounce, how many will reach people who it’s not relevant for? Email is cheap to send though so why should it matter? As long as you reach the right people then you’ll hit your target, right?

Wrong, there are a number of reasons why you should care about your data quality:

Efficiency – while the email might not cost much to send, following up leads for organisations that don’t fit your profile will waste time and money for your business
Compliance – especially if you’re operating under Legitimate Interest you need to be able to demonstrate your communications are relevant and appropriate
Avoiding spam blockers – too many emails send to a single domain can trigger a block which stops you from reaching anyone at that organisation
Reputation – your organisation doesn’t want to be known for sending spam
Professionalism – no one wants to do a poor job and have high bounce rates and low open and click through rates

So how do you improve the emailability of your data?

The key to improving emailability is in the choice of partner for your B2B prospecting audience. You need a trusted partner who is committed to the quality of the data as much as the quantity. You also need data that’s backed by insight – insight into the organisation and individual so you reach those people who have the need, and the propensity to buy.

How can we help?

Experian combines data from more than 25 different suppliers into a single business database so the data is validated and verified across many different sources. It has over half a million emailable contacts in a simple, consistent format. But that’s not all. We work with you to understand your requirements so the data you get is focused with insight on the organisations and contacts.

In a recent project our client achieved an open rates more than twice the industry benchmark and a click through rate of 5.7%, more than 10 times the industry benchmark.

Find out more about BusinessView.