How to Build Target Accounts and Contacts?
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To be able to run a successful email marketing program, your data accuracy should be min 95%.In this blog, let’s see the key factors required to build relevant and accurate data for email marketing.
Success criteria for email marketing:
|
KPI |
Criteria for Success |
|
Accuracy of Target Accounts |
Greater than 95% |
|
Accuracy of Target Contacts |
Greater than 95% |
|
Bounce rate |
Less than 3% |
|
Open rate |
Greater than 50% |
Account-Based Marketing(ABM)
An account-based marketing strategy is essential in your email marketing, and it is entirely dependent on how effectively you choose your target accounts. Account selection is a critical step in your strategy, and it hinges solely on either your customer data analysis or your competitor’s customer data analysis.
To find your key accounts, you must first develop an Ideal Customer Profile. An Ideal Customer Profile is built using a combination of firmographics and behavioural data points of existing customers.
Commonalities
Analyse your customer database to identify commonalities between the best customers to form an Ideal customer profile. It can include things like:
• Industry
• Company size
• Location
Sometimes, It may be:
• Technologies they use
• Events or Conferences they attend
Based on this analysis on commonalities, you can define an ideal customer profile.
Coverage
Account coverage refers to your ability to identify and penetrate a large number of key accounts. This metric is critical to the success of your campaign. If you have a ton of target accounts but can’t reach any contacts within them, you won’t be able to convert those accounts to customers. You should be able to identify more target accounts and also you should be able to find email addresses of decisions makers from most of these accounts.
