3 Must-Know Data Points for Successful Account-Based Email Marketing
What does this mean for you, the marketer? You are tasked with telling a compelling story to each individual at an account — each of whom might have differing needs and pain points. One-to-one email can be an effective way to start these conversations, but the success of your email outreach campaign is dependent on a thorough understanding of the who, what, where and when.
Good data is also essential for the success of any outbound email program.
Sometimes this function presides in marketing, sometimes in sales or elsewhere. It depends on the structure of an organization — but the function is always the same. It all starts with whom you are targeting.
We can break this down a bit by understanding the most important three data points that you need to know about your target accounts to be effective with one-to-one email.
1. Know the Demographics: Title/Role and Seniority
Demographics inform your buyer personas.
The most important demographic data point in ABM is title/role, because it explains how each person fits into an organization. According to Forrester Research, nearly 66 percent of B-to-B buyers identified engaging key decision-makers as their top challenge.
Understanding the data corrects this issue by helping you determine who has the influence in the decision-making process. While examining the data, consider who will use your product, who will pay for your product and who influences the decision to pay for or use your product. Knowing this information allows you to focus resources and streamline your email messages to the right people in an organization.
2. Recognize the Firmographics: Size and Type of Company
Firmographics inform industry segmentation.
The size of a company is the most important ABM data point for segmenting and targeting accounts. Companies of similar size have similar structures, decision-makers, capabilities, organizational red tape, budget, pain points, etc.
Generally, revenue teams executing an ABM strategy sell into more than one market (SMB’s/Mid-Market/Enterprise) and/or sell vertically (several product offerings calling for several buying centers).
Roles and departments you market to will vary with company size. The role of a marketing director is much different in a 50-person company than it is in a 2,000-person company. Different industries may have different structures, as well. Email marketing must target messaging to the diverse needs of an organization’s decision-making panel.
3. Understand the Custom Data: Website Pixels and More
Building personalized messaging at-scale starts with custom data points.
While there are many custom data points to be aware of, understanding website pixels is particularly valuable in email marketing. Website pixels show whether a target customer uses a particular technology, and can be an indicator of whether your product is a good fit for them. For example, the website pixels might reveal whether the target customer uses Shopify, Hubspot or Salesforce.
Disclosure of what services your target accounts are using is quite relevant to SaaS and technology companies. It allows the well-informed marketer to hone in the right messages and the right people to target their email to.
Identifying custom data points helps you see unique attributes that speak to intent and, hopefully, a propensity to buy. Custom data helps marketers answer key questions that will guide their messaging and segmentation strategies.
Measuring Email Marketing Success
Emails bounce for a variety of reasons, including increasingly aggressive spam filters, sender reputation and database decay. But if your lead data is good, your bounce rate should stay manageable — under 3 percent.
Do not compare the bounce rate of the first email in an outbound sequence to your marketing newsletter bounce rate. Outbound email campaigns and marketing campaigns behave differently when it comes to bounce rates. Over the life of a campaign, outbound email bounce rates will decrease, because undeliverable emails are weeded out with each send. Meanwhile, marketing emails typically maintain a baseline bounce rate, because lists are continually replenished with new emails of varying quality.
With a strong understanding of these email data points, you can strategically use email marketing in your ABM and sales efforts. Highly personalized messaging to multiple decision-makers can make a big difference in closing accounts and increasing the customer's lifetime value.