Should B2B Marketers Ignore Personal Email Addresses?- How to Answer in Marketo –

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AboutBeachhead

Marketing

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Should you ignore Personal Email Addresses in your Marketo instance?

Back to the Question:

Eloqua Study

Personal email addresses show higher percentages in:

• Leads created• Forms submitted• CTR on emails• Multiple website visits• Multiple email opens

But… Is it True?

The Rule of Thumb Possible Bias in Eloqua Data

• Your prospects give you a personal email address for fear of spam

• These addresses often are accounts only used for spam, so they rarely get checked

• Did they exclude list purchases? – These will be lower

quality, make business emails look worse

• Did they exclude seed lists?– These might include

personal addresses, will make personal addresses look better

When in doubt, check your data

How To Check Your Marketo Database

What you’ll need Qty Names

Smart List 1 “Personal Email Addresses”

“Email Performance”

Report

2 “Email Performance – Personal”

“Email Performance – Business”

“Leads by Lead Source”

Report

2 “Lead Performance – Personal”

“Lead Performance – Business”

How To Check Your Marketo Database

1. Create smart list

2. Create four reports

3. Compare numbers

25 Minutes

Build Your Smart List

Build Your Smart List

Generally don’t include the “.com” as this will ignore co.uk and others

Email Performance – Personal Accounts

Go with a year of data for every report

Email Performance – Personal Accounts

Email Performance – Business Accounts

Lead Performance - Personal

Lead Performance - Business

Compare Numbers in Excel

• Export reports

• Paste Total lines into same tab

Out Client Meta - Analysis

% Emails Clicked % Emails Opened Click-Open %0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

1.07%

9.39%

11.39%

0.63%

8.76%

7.17%

Personal Email AddressesBusiness Email Addresses

Measure of Engagement

Porti

on o

f Seg

men

t sho

win

g Be

havi

or

Slightly more engagement among personal email addresses

Don’t Forget!

• Exclude list purchases (they rarely contain personal addresses)

• Exclude seed lists (might show higher engagement)

And…

If you send useful emails content,

none of this matters

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