0151 355 4555

Paragon improves email bounce rates using data cleansing to remove incorrect records and enrich their database

About

Paragon Sports Management are a leading provider of hospitality and events to both corporate and high net worth individuals, as well as a management agency for some of the biggest names in the world of sport and entertainment.

Problem

Paragon had their customer and email data in separate silos: Salesforce and Dotmailer. With their licence expiry date approaching, Paragon integrated Dotmailer and Salesforce to use Dotmailer’s marketing automation tool and segment more effectively within Salesforce.

Paragon’s input data contained duplicate records, out of date information, incorrect email addresses and had a lack of company information such as industry type, turnover and employee bands. Prior to migrating their data, they wanted to complete a data cleansing exercise as to only import correct data in the new platform.

Solution

Data8 added new columns into Salesforce which included all the entities that needed populating, for example last mail dates. A Data8 plugin was used to extract the Salesforce data and the input data was then matched to Data8’s Business Universe to remove:

  • businesses that have gone into administration
  • domains that do not work
  • emails that do not work
  • deceased individuals
  • flag individuals operating on free / ISP emails

 

Then data was enriched to create a more wholesome record. Details were added, which included:

  • SIC Codes
  • Turnover bands
  • Employee number bands
  • Contact details
  • Derive title
  • Telephone number

Finally, records were de-duplicated and merged into order to create unique records in a format which enables importation into Salesforce, populating the new columns with cleansed and correct data.

 

Result

After cleansing their data, Paragon identified the following benefits:

  • The ability to use a single customer view
  • Targeted emailing and segmentation was improved
  • Removal of emails that did not work reduced bounce rates and improved email deliverability
  • Optimisation of data allowed for omni-channel connectivity
  • Removal of dupes ensured Paragons reputation was not diminished

Ring me back!

Need information or help? Let us know..

Sign up for a free trial

A free trial lasts for 30 days and you have the support of an account manager during that time!

Salesforce CRM Integrations

Do you use Salesforce? Read more about how we integrate with your CRM

Delve deeper into data

Our blog is informative, insightful and occasionally humourous - why not read more?

Meet the team

We're a friendly bunch and we know our stuff, come and say hello!

Six stages to transform your data

Many companies face common challenges regarding their data’s quality, structure and management - our whitepaper explains steps to overcome this.