The Marketing Scope | Date: 2016-04-27
Readers of my blog know that one of my core messages to B2B email marketers is a dedication to data quality. By making quality a cornerstone of your email campaigns, you’ll not only focus on serving your exact targeted prospects and delivering them real value, but also avoid the many pitfalls poor data quality can bring.
Indeed, poor data quality remains a challenge for B2B marketers. A recent survey that analyzed over 775,000 B2B tech contacts found that 25% of the average B2B marketer’s database can be determined “inaccurate,” while a full 60% of companies continue to struggle with “unreliable” data.
The study found that the most common data quality issues B2B marketers face, ranked by the percentages of data that include these errors, are:
So while the error rates within contact data are significant, the cost of cleaning it can be equally discouraging. The report finds that manual processes to review and correct the information can introduce additional human error, and would require companies, on average, to review and repair over 300,000 contact fields.
While this laborious amount can be reduced with automated data governance software, the real, most efficient solution to addressing the data quality dilemma remains acquiring, capturing or entering it into your database the correct way to begin with. It all points to the need for B2B marketers to consider the resources they have, both internally and externally, and then consider the best way to achieve the data quality that email marketing success demands. It’s that simple.
By Paula Chiocchi – CEO of Outward Media
Originally posted on the Outward Media Blog.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.