2 Ways to Improve Email ROI with TowerData and ActiveCampaign

2 Ways to Improve Email ROI with TowerData and ActiveCampaign

This post was contributed by TowerData.

As an email marketer, you know how valuable a real email address and comprehensive contact record can be. At the same time, you also know it can be difficult to make sure your database is up to date, and gaining key insights that drive your email offers aren’t always easy to come by.

This is why TowerData is thrilled to offer email data services through an ActiveCampaign integration – and help awesome email marketers like you get the data you need for engaging email campaigns and excellent ROI.

What is TowerData?

TowerData is a data technology company that’s been a leader in the industry since 2001. It provides several data services to email marketers across a number of industries. These services include:

  • Validation
  • Data enhancement (or Intelligence)
  • Activity metrics
  • Identity matching

But at the heart of it all, TowerData strives to:

  • Power people-based email marketing strategies.
  • Help you send personalized, well-informed email messages to real inboxes.
  • Provide brands with accurate, comprehensive data in real-time.
  • Boost your customer engagement with the right message at the right place and time.

Over the years TowerData has observed how the right, relevant data makes a world of difference for email marketing programs – And an integration between some TowerData services and ActiveCampaign helps businesses succeed.

2 ways to improve your email ROI with TowerData and ActiveCampaign

To help brands that use ActiveCampaign see vastly improved email results, TowerData integrated 2 of their services with ActiveCampaign:

  1. Email Validation
  2. Data Enhancement

You might be wondering why these two particular services are included in the integration. Here are a couple scenarios to explain.

Scenario 1: You need to improve your emails’ reach and deliverability

You’ve worked hard to determine the right list for your stellar email campaign. If all goes according to plan, you’ll have at least 99% deliverability and virtually zero bounces. However, after you’ve hit send and the metrics start rolling in, your deliverability rate is well below the 99% and bounces are sky high!

This can happen in any industry (more examples later), but the good news is that this common problem has a simple resolution. TowerData’s Email Validation helps you:

  • Catch and correct invalid syntax, spelling errors and typos
  • Remove toxic emails that might be spam traps or disposable addresses
  • Protect your email marketing spend
  • Improve your overall ROI

So not only can this service validate your email list and tell you what’s real or fake, it also helps you correct errors and take out the trash, so to speak. TowerData goes the extra mile by providing even more detailed data results. Some of the more detailed Email Validation results content includes:

  • Email validation status codes
  • Domain categories
  • Invalid addresses breakdown
  • The number of role-based accounts in your list

By including validation in your email marketing budget, your list gets cleaned and your worries about deliverability rates or bounce rates simply melt away like ice cream on a hot summer’s day. Why? Because now you’re certain you’re spending those marketing dollars on real people with real, active email inboxes.

Scenario 2: You need to improve your email engagement rates

Let’s say your deliverability is stellar, but no one’s opening or clicking through any of your email content. Experimenting with send times is one possible solution, but even those results could be flawed if engagement is subpar. Is it the subject line? The CTA? Why aren’t your customers engaging?

This is where Email Intelligence, or Data Enhancement, saves the day (and your sanity). Email Intelligence provides additional demographic and behavior insights on up to 80% of your contacts that helps you create complete customer profiles and improve email personalization.

What are demographic and behavior insights? They are things like:

  • Age
  • Location
  • Gender
  • Marital status
  • Homeowner status
  • Presence of children
  • Income
  • Is your customer a Millennial? Gen Z?
  • Does their shopping trend towards furniture or cosmetics?
  • Do they love to DIY projects or maybe they’re a gamer?

All of these data points generate a few key activities for your email marketing program:

  1. Improved list segmentation – Now, you have the power to create lists that have similar characteristics for more direct targeted marketing
  2. Better personalization – Send a truly relevant offer to the right person
  3. Increased engagement metrics – When you send an email that really speaks to your customers with appropriate language, targeted imagery, and a relevant offer, you’ll absolutely see an increase in open and CTR.

No one enjoys feeling like just another name on an email list, so why treat your customers that way? Enhanced data in your ActiveCampaign account means you have the power to send messages that motivate your customers to click that offer and redeem that coupon! And with great power come great email engagement metrics, if you use it properly.

How do you start validating and enhancing your data with an ActiveCampaign integration?

We’ll keep it to the highlights here for you, but know if you want an in-depth, step-by-step setup guide, you can find it on the TowerData website.

You’ll need the following to set up our simple integration:

  1. An ActiveCampaign account
  2. An InstantData account (TowerData’s user platform)
  3. A list of email addresses

Since you have the ActiveCampaign account part done, your first step is to sign up for an InstantData account (it’s simple). Once that’s done, head into the account and select ActiveCampaign from the list of import options.

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You’ll see a pop up window that looks like the one below. This is where you’ll need to dive into a few details within your ActiveCampaign account to connect with TowerData via API.

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Enter the information requested, click “Save”, and you’re ready to go! TowerData will pull a list of your available ActiveCampaign email lists, and you’ll select one you’d like to validate and/or enhance.

Run the service(s) you want to use, purchase the results, and now you’re ready for the fun part, exporting your fresh, clean, potentially enhanced data back to your ActiveCampaign account.

Now, to export your results, you need to head to your InstantData dashboard and find the blue “Get Results” button at the top right of the page. Click that and you’ll see a pop up that looks like this:

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You’ve got a few options, but a recommended one is updating a list. There are plenty of options when it comes to exporting your data, and many of those depend on the results you purchased. For the sake of time, let’s say you purchased Validation and Intelligence data and exported it back to your ActiveCampaign account.

How will you be able to tell what data came from TowerData? It’s made simple for you with the helpful added “TD” at the beginning of each of our data fields. Check out the example below:

8gbz2qs7 unnamed8A screenshot of a TowerData+ActiveCampaign list test.

Here you’ve got the contact’s gender (an Intelligence field) and various Validation fields. TowerData is here to help you with your email marketing, not make data more difficult.

Could Your Brand Benefit from the TowerData Integration?

TowerData is industry-agnostic, meaning the Email Validation and data enhancement integration can be used by email marketers in virtually any industry.

For example, in B2C and E-commerce, misspelling email addresses in-store or submitting fake email addresses to reveal a discount code online are all too common. Over the years, TowerData has been able to estimate that 8.4% of databases, on average, are filled with emails just like this!

Email Validation helps your brand catch and correct those erroneous and fake emails right in your ActiveCampaign account. With the addition of Email Intelligence, you can use those valid emails to learn key details about up to 80% of your database contacts, thereby creating compelling offers and engaging content.

In the world of FinTech, many users might try to gain benefits otherwise unavailable without a valid email address. This means the industry has more risk than most when it comes to fraudulent email data entry. Validation maintains the integrity of FinTech databases and services by ensuring their databases contain valid email addresses rather than spam traps or toxic data.

And in B2B, we know that employees only stay at companies for 4 years, on average. If you’re still emailing to your old B2B list without consistent updates, you might as well be sending paper airplanes into the wind. Validating your B2B contacts ensures you have the most recent connection to the businesses in your database.

Start Validating and Enhancing Your Data Today!

It’s easy to get started with TowerData and ActiveCampaign – just head over to the ActiveCampaign integrations page to find the TowerData integrationn. You’ll be up and running with Email Validation and Email Intelligence services in a matter of minutes via API, but should you need help, TowerData’s full installation walkthrough is always available.

Once you’re set up, you’ll have access to a free Match report with Email Intelligence, and you can validate your first 100 emails at no cost! Check it out and see for yourself how valid email data improves your email marketing results and boosts customer engagement.

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