Emailified

Inbound leads is a huge asset to marketing organizations and with web2lead forms inbound leads are systematically routed to CRM application instantly. However, this can be a huge problem for your CRM database quality if you are getting hundreds of inbound leads daily and do not have the resources to qualify them right when they arrive. Overtime, data submitted from web forms is directly posted to your CRM database and before you know you have a big data quality problem staring at your. Most importantly, the value of inbound leads diminishes when there is no processing being done on the lead data before assuming it to be a valid lead.

The ideal way to process an inbound lead is to call the lead within minutes of receiving it. However, this is not practical and sometimes not even needed (think of free software downloads driven leads). But one credible check B2B marketers can do on all inbound leads before routing them to the CRM database is verify the email addresses entered by the user.

• Define rules to cleanse out leads that use @yahoo and such other free email addresses, as that is a signal of spammy lead in B2B
• Verify the email addresses on a batch or realtime basis using a service like Emailified which we can integrate with your inbound lead management process
• Send a welcome email to the user, ensure the email is delivered and track the interaction of the user with the email to understand their level of interest.
• You can use all records with valid email addresses but you can also tag them based on email opens, click throughs and website visits to add context to the engagement of the inbound leads

All this upfront work can really help you maximize the potential of opportunities from inbound leads without being burdened with their quality issues. So all in all, verifying email addresses of inbound leads is a great way to start working on your inbound leads.

Reactivating your dormant or inactive subscribers is an important issue on the minds of marketers. One critical aspect to consider when you look at your inactive is that the email subscribers you think are inactive may actually NOT be inactive at all. Here are the 3 reasons why:

1. Your subscribers may be opening the emails but and reading it everyday regularly but they may have images turned off on their email client or may be using a text based email client, due to which you just don’t have tracking of their opens. Without images, it is not possible track email opens.
2. Your subscribers may be reading your emails and perhaps calling your toll free numbers and doing business with you but in the email list they show no activity.
3. They may be loyal followers of your emails and reading them as much as they can, but they may not have had the time to respond to any of your call to action requests.

So its important to understand your inactives before treating them that way, and you could perhaps come up with an email appending or email verification project and a lead nurturing campaign that is focused on the inactives to be able to segregate them.