Your marketing is as good as your CRM data
Keep your contact list clean by regularly removing users with outdated contact information
Overview:
Keeping your contact list is critical to making the most of your targeted campaigns via Email or SMS. Outdated list not only reduces response rate but also impacts your email sending reputation.
Cleaning up contacts is a time intensive and expensive effort if done in batches. Best strategy for keeping your contact list clean and updated is to constantly review and automate pruning non reactive and reachable contact details. Some of the ways in you can guage validality or predict the validility of a contact detail are -
- Tracking hard and soft bounces for email
- Tracking open rates for the last few campaigns for that contact
- Tracking last activity with the respective contact detail - last purchase made, last form submission, last email open, last reply made etc.
- User himself/herself opts out for that contact number by Opting out for email or Phone no.
Events like bounces or inactivity clearly indicates if that contact is currently used by the user for either receiving marketing communication or making transaction. There's a chance that the user might be right but he/she would be changed his contact details like email or phone number. User may also unsubscribe for the email or get his/her phone number opted out. Automating the cleanup process at scale for millions of users can very easily be implemented via Journey designer.
Care should be taken that you keep cleaning your contacts list. Sending mails to people who don’t want to receive your newsletter can do more harm than good to your brand. Here is a journey to unsubscribe users from your contacts list as soon as the event is triggered. In a separate journey, the lead score for the user will also be decreased.
Industry:
B2B/SaaS/Subscription Services
Use Case:
Auto cleanup outdated/non-reachable contact details in CRM.
Segment:
Inactive users - All users who have not interacted with the business in the last 1 year with their contact details.
Events:
Any event corresponding to activity on Email and SMS channels
email_rejected
WebEngage.Track(‘email_rejected’, {
/*string*/
“Email” : dummy@dummy.com,
“Name” : Dummy,
“Contact” : 123456,
“Industry” : e commerce,
“Acc_created Date” : 12/12/17,
“Acc_created time” : 16:00
“Last login date” : 16/12/17
“Last login time” : 14:00
“Country” : India
“Current Plan” :
“Page URL” :
“Reject date” :
“Reject time” :
“Acquisition source” :
“Account no” :
“Last plan” :
/*Number*/
“MAU” : 50000,
“Phone number” : 9842657921
“Number of sessions” : 6
“Lead score” :
“New MRR” :
/*Boolean*/
“Reachable on phone” : 1
“Reachable on email” : 0
“Newsletter subscribed” : 1
“Account_verified” : 1
})
Step-by-step explanation:
- Journey is triggered when user either unsubscribes from emails, rejects, complains, marks emails as spam, unsubcribes to email or if the user is added to segment ‘auto unsubscribe’
- User attributes for email/SMS reachability is updated to false.
- Journey is ended for that user.
Protip: You may choose to selectively push contacts within journey via fetching user details from CRM via REST APIs.