If you are like most people, using your email address to send an email blast makes you cringe. You know your inbox is going to get a deluge of automatic replies. If you are smart you build a rule and funnel all of those bounce-back messages to a folder. If you are like most people that’s where the bounce backs go to languish.
Yet, those “annoying” messages are filled with email treasure as you can see in the image above. Information you can use to find new contacts, keep contact information current and identify organizational triggers sales should be acting upon.
Incredible data is sitting ripe for the picking and it’s not just out-of-office replies. In addition to Out-Of-Office, there are many more bounce back types and each one provides remarkable sales and marketing information:
- Left the company
- Expired email address
- Human / personal response
- Unsubscribe request
- Sender verification
However, if you are like me I rarely took time to do anything with the information. It was manual, time-consuming and error-prone.
That’s why I was thrilled to meet Matt Benati of LeadGnome a few months ago. His company has automated email mining to easily integrate the data into existing marketing automation systems.
Matt’s team offers a practical way to scale using the unstructured data in automatic email replies to:
- Add new contacts – According to Lead Gnome, Terminus discovered more than 600 new contacts with a single email campaign
- Keep your database clean – Keep up with phone number, title and company name changes, and remove inactive email addresses when people leave a company or when their email address changes
- Stay focused on targeted accounts – Reduce pressure on the marketing team to find “new names” by focusing the treasure hunt on companies most strategic to your business
You can read more about the power of email mining in this eBook.
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p.s. Please note: I consider Matt a new friend, but have no financial relationship with LeadGnome. I just love finding simple tactics that can lead to high impact. I couldn’t possibly keep it to myself!