Blog

Speed Up Your Sales Cycle with Data

speed-up-your-sales-cycle-with-data

Let’s be honest, 2020 was not a great year for many businesses. With COVID-19 still ravaging economies around the globe, finding ways to improve sales continues to be top of mind for many. Thankfully, there are some simple steps businesses can take to help enhance their sales processes and customer engagement efforts. Making sure customer data is up to scratch is one of the best…

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LOCKDOWN: Email Lessons Learned

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Many countries are back in lockdown as the world attempts to flatten COVID-19’s latest surge. When lockdown first became reality back in March/April, email marketers had to adjust their strategies overnight to address a very different set of needs. Recognising “Those who fail to learn from history are destined to repeat it”, I’ve summarised the best practices we saw back then. Which still hold true,…

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Got DemandTools? Do These 3 Things RIGHT NOW

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Being one of the first ever to use DemandTools, I’ve been asked countless times where to start with this amazing suite of data management functionality. Below are my tips for using it to quickly prove how easy it is to get high quality data, once you have the right tools. Find some dupes. DUPLICATES! We all have ‘em, we all hate ‘em, and the havoc…

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Seriously, Though. Are You Spam?

seriously,-though.-are-you-spam?

We hosted Sergey Syerkin and Kjeld Oostra of MailerQ on State of Email Live to give our audience some last-minute guidance before the holiday email rush, and it didn’t disappoint. In fact, we received more questions and commentary than ever before. What I mean to say is, more directly: you should really watch the whole episode.  But for those of you short on time, the one thing you should be considering before Black…

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What’s Beyond the Summit?

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During our first-ever Summit, an online event designed to bring motivation, tips, and innovation to email marketers around the globe, we asked attendees a few key questions. We wanted to get a sense of goals and ambitions in the years ahead, especially after learning more about Everest, an essential element in optimizing email campaigns beyond base-level success.  The results of our poll questions provided us…

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A Journey Through the State of CRM Data to Implementation

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For any organisation, data should act as a single source of truth surfaced within a CRM system for all to view, consume, and act upon. With action being the communication with customers, prospects, and the wider market, data is undeniably the bedrock for great sales and marketing relationships. At Validity, we could write the book when it comes to talking about CRM data challenges from…

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DMA Awards Finalists Show Bold Creativity in Times of Chaos

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It certainly has been a challenging year for everyone, but amidst the chaos and confusion that has come with 2020, there have been some truly excellent marketing campaigns from companies of all sizes and across sectors. These campaigns have illustrated the resiliency of the marketing profession, and the unbridled creativity that exists within the sector, even in the face of a pandemic. This year’s DMA…

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When Marketing Gets Downright SCARY

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The scariest stories are true. Certainly, Hollywood monsters and masked madmen elicit chills down a spine, but for most people, real-world scenarios are a particularly jarring way to strike fear into a person. Especially marketers. Why? Because our work isn’t private, our reports only available for our bosses to scrutinize. No, our typo is sent to 100,000 people, and you KNOW someone is about to…

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The Norm is Not Normal Anymore

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While we would have loved to see all your illustrious faces at an in-person event, 2020 still has other plans for us. So, instead we created The Summit, an online, live email marketing event. We hosted two panels focused on the email industry and what it’s been through this year (plus what we should be thinking about for 2021), and closed with an incredible keynote…

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DMA Awards: Dare to be Judged…and to Judge

dma-awards:-dare-to-be-judged…and-to-judge

The Data & Marketing Association (DMA) is Europe’s largest community of data-driven marketers, delivering advocacy, legal and compliance support, research, insight, and events to its members. When it comes to data, the DMA shares many common values with Validity – “trust your data,” “know the value of your data” – and this has seen us broaden our relationship with the DMA, leading to our headline…

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Using GridBuddy Cloud to Maximise CRM ROI

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There’s a common misconception within many businesses today: that faster is always better. But occasionally it’s healthy to stop and evaluate what your organization is doing to meet its business objectives. Whether you’re managing a sales team or an entire Salesforce org, there are three principles that govern the ability to make effective data-driven decisions. 1. Productivity Many roles across an organisation rely heavily on…

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What to Do When Your Deliverability Journey Plateaus

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I’ve seen marketers like you here before! You’re savvy, you understand deliverability, and you’re actively working to improve your metrics via best practices, new schools of thought and technology, and maybe you’re even using a tool to help you optimize your email programs. But at some point…progress stalls. Performance stays flat. Perhaps you don’t notice a decline, but you know there’s more you can be…

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Australia’s Top Financial Marketing Experts Talk Engaging Customers and More

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Last week I had the pleasure of hosting a panel discussion with some of Australia’s top marketing experts from the region’s largest financial services firms. The panel was led by Merkle Australia’s Blair Cooke, with additional participation from Jessica Lucas at Citi, Jane Merrick at REST, and Lea Wright at MLC. The group spoke about the common challenges faced by financial services marketers, including engaging…

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Email Mythbusters: You Can Remove ALL Spam Traps from a List

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There are more than a few myths floating around the industry about seemingly magical quick fixes for removing spam traps from your subscriber list. While that would be great, unfortunately these claims are not true. To understand why this simply is not the case, let’s dive into what a spam trap is, the purpose of these pesky email addresses, and how you can avoid them…

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Acquiring & Retaining Customers: A Shared Responsibility for Growth

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In a recent webinar series with Ben McCarthy and Lucy Mazalon from SalesforceBen, we explored the three inseparable principles of CRM success, and how – especially when it comes to data and marketing – shared responsibility yields the biggest returns. We also presented unique analysis based on Validity’s DemandTools users and answered key questions such as which modules are most used, when this happens, and…

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Are You Haunted by Mysterious Email Performance Issues?

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When there’s something strange in your email campaign performance, who ya gonna call? TEAM EVEREST! The first signs of an email performance problems could be small, innocuous. Perhaps your delivered rate is lower than usual, or your open rate is noticeably different than recent, similar sends. These little signals are tip-offs there is a larger issue at play, and you need more information to figure…

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Validity’s Certification Improves Emarsys Customers’ Click-Throughs by 35%

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Earlier this month we participated in Emarsys’s virtual event, Retail Renaissance, where we took the virtual stage with Steve Henderson, the company’s Head of Global Deliverability. When it comes to topics like deliverability, data quality, and compliance, he’s one of the smartest people I know. We had a great conversation about the relationship between better data, better engagement, and better return on investment (ROI), which…

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Beyond the Beginning: Refining Your Triggered Email Program in the Age of Personalization

beyond-the-beginning:-refining-your-triggered-email-program-in-the-age-of-personalization

Triggered emails, defined as an email deployed when an individual takes an action or meets a condition defined by the sender, has been around since the early 2000s (SmartInsights). When someone signs up for an email program, they might receive a welcome email, which is a very common form of triggered email. Some other common types of triggered emails are welcome emails, educational series, abandoned…

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The Secret to Salesforce Adoption and Better Data Quality

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As experts in Salesforce data management we are frequently asked, “What do I focus on first, my data quality or adoption?” Since these are the top two challenges faced in every CRM implementation, the question isn’t surprising. Adoption and data quality are both equally important and daunting to accomplish without the right tools and approach. So, what do you do? First, stop viewing data quality…

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DMA Awards 2020: Dare to Be Judged

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The final blog in our run-up to the 2020 DMA Awards will shine the limelight on past winners. The 2019 DMAs was a notable success for the Validity community, with two “Best Use of Email” category winners. First Direct – 2019 Silver Best Use of Email First Direct’s objective was to make mortgages more personal, driven by a clear rethink in approach. The inbox is…

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