How to Improve Cross-Channel Marketing with Data Enhancement


The ability to provide a seamless experience for your customers and reach them on their phones and desktops, in their email, and wherever else they might be browsing online has a major impact on your bottom line. According to the data analysts at SAS, multichannel customers spend three to four times more than single-channel customers.

If your multichannel marketing campaigns aren’t performing to expectations, or you’re missing key data points to reach the right audience, you may need to add appending additional customer data to your in-house list to your cross-channel marketing strategy. Data enhancement can provide the insights you need for cross-channel marketing campaigns that drive revenues. Getting started is easier than you might think.

The process starts with these 4 easy steps:

1. Take a look at the data you have now.

How is it performing in your digital marketing campaigns? 

If your goal is to increase sales, are you seeing more revenue generated per email sent? 

If your goal is to increase engagement, are you seeing an uptick in clicks and conversions?

Is your data clean?

Is your email bounce rate more than 2%?

How is your deliverability overall? 

Are you managing data across departments? 

When was the last time you cleaned your data?

For help determining if your data is clean, take this super quick quiz!

2. Clean your existing data.

Your in-house customer list is fluid. People move, their interests change, they abandon email accounts, they get new jobs, their email addresses become spam traps. Dirty data might cost you more than you realize. 

According to Kissmetrics, “ Businesses lose as much as 20% of revenue due to poor data quality.” Typos, outdated or incomplete information, spam traps, and other threats mean your messages won’t reach their intended recipients. 

That means if you don’t clean and verify your data on a regular basis, it will create a poor customer experience and will cost you immediate campaign ROI as well as reduced lifetime customer value. 

In the worst-case scenario, dirty data will land you on a blocklist, resulting in pricey remediation and the inability to communicate with customers, prospects, and possibly your internal team. Routine hygiene checks are a must for keeping your databases clean and reaching the inbox.

Do you use Email Hygiene or Email Verification? 

One company’s verification is another’s validation or hygiene. The difference between the three can be misleading, and often confusing. Now that Verizon’s Oath controlled emails (Yahoo, AOL, Verizon, etc.) are no longer valid, more and more verification providers are changing their ‘language’ from verification or validation to hygiene. We’re here to clear up the meanings and help you understand which service is best for you. 

Email Verification is a type of service that identifies valid or invalid email addresses, typos, and grey listings. In other words, it verifies that the email address on your list is connected to an active inbox. 

Email Hygiene goes beyond simple verification and validation and is the process of identifying “problem” accounts such as spam traps, disposable domains, malicious moles, screamers, and bots in your email lists. Some providers will remove these emails from your lists, but at Webbula we simply identify them and tell you what the actual risks are in using them. This allows you the opportunity to judge your tolerance, and it doesn’t destroy any data. Threats are categorized and rated to make the final decision as easy as possible.

3. Identify what you are missing that would provide further insight and opportunity.

Data Enhancement can add lots of valuable information—like household composition, political affiliation, automobile info, occupation, interest group, and more. These insights can help you target your audience 1:1 with relevant messages in multiple channels across devices.

4. Test your data.

Once you receive the audience data segments you would like to target, you should test the match rate of the vendor you are working with. (Match rate is the percentage of users on your list that a provider can find additional data for.) If the match rate is high or higher than other vendors, then it’s time to put that data to the real test by sending out a campaign. Track campaign performance to gauge data quality and accuracy.

If you aren’t reaching users across devices, you’re potentially missing out on four times more revenue than you’re currently getting. But cross-channel marketing success depends on high-quality data. Clean, verify and append your list to drive campaign ROI by increasing your reach and your accuracy.

Ready to launch a cross-channel campaign? Call Webbula first. We can help you clean, verify, and append your list to maximize ROI.


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