Data ManagementThe success of any digital marketing campaign is the database that the campaign is sent to. It is essential that the database is clean, with the most updated records.
There are a number of tools used to maintain and update a database.
As part of the setup process, Striata passes each email database through its email hygiene tool, which does the following:
- corrects common email address formatting issues
- corrects common mistakes made on entering/typing domain names
- flags dead domains
- updates if the domain has gone through a company name change
Email campaign – ‘update-your-details’
A targeted email campaign is sent to the database of customers with email addresses. The email campaign will consist of the company’s branded message to all customers, with a click-through link to an ‘update-your-details’ form.
- The form will be pre-populated with existing information about the customer that is in the current database.
- The form will also contain fields for all the information that the company still requires. The customer will be able to complete the form and submit it online.
In conjunction with the email campaign, two essential SMS solutions should be used, these are detailed below:
For those customers for whom the company has cell phone numbers only:
- Striata will send a message to these customers, requesting an email address.
- All updated email addresses will be stored in a database, which will then be run through the domain-checking script.
- A ‘thank you’ email is then generated to the gathered email addresses.
- The ‘update-your-details’ email campaign is incorporated in the email to the recipients.
This is an automated campaign, run in conjunction with the email campaign: The process is as follows:
- For the first emails that are returned undelivered, an SMS message will automatically be generated, and sent to the customer, requesting an updated email address.
- The customer will be able to reply to the SMS with their updated email address.
- Striata will capture these replies in a database and then run them through a cleanup script.
- Striata will use this information to resend the ‘update-your-details’ email to these corrected email addresses.