Should you throw away those personal email addresses in your B2B database? We look at a recent study from Eloqua and walk you through reproducing the data in Marketo
3. Should you ignore Personal Email
Addresses in your Marketo instance?
Back to the Question:
4. Eloqua Study
Personal email
addresses show higher
percentages in:
• Leads created
• Forms submitted
• CTR on emails
• Multiple website visits
• Multiple email opens
5. But… Is it True?
The Rule of Thumb Possible Bias in Eloqua Data
• Your prospects give you a
personal email address for
fear of spam
• These addresses often are
accounts only used for spam,
so they rarely get checked
• Did they exclude list
purchases?
– These will be lower quality,
make business emails look
worse
• Did they exclude seed lists?
– These might include
personal addresses, will
make personal addresses
look better
16. Compare Numbers in Excel
• Export reports
• Paste Total lines into same tab
17. Out Client Meta - Analysis
1.07%
9.39%
11.39%
0.63%
8.76%
7.17%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
% Emails Clicked % Emails Opened Click-Open %
PortionofSegmentshowingBehavior
Measure of Engagement
Personal Email Addresses
Business Email Addresses
Slightly more
engagement
among personal
email addresses
18. Don’t Forget!
• Exclude list purchases (they rarely
contain personal addresses)
• Exclude seed lists (might show higher
engagement)