I’ve long suspected that email guessing strategies based upon corporate email templates are risky. If the hit rate is low, you can quickly undermine your sender score and hurt your firm’s ability to communicate with customers and prospects.
Almost every sales rep does it as a quick workaround. Hell, I’ve done it. But, as a strategy for building marketing datasets, it is a dead end. When sales reps do it, there is a high probability that their well drafted email will bounce. When marketing does it, they will kill their email deliverability.
Two companies provide evidence to the failure of this strategy — DiscoverOrg and SalesLoft.
SalesLoft began as a LinkedIn scraping service that employed Google to build lists and then utilized email guessing to enrich the lists with dubious quality emails. SalesLoft Prospector grew into a multi-million dollar business, but CEO Kyle Porter saw the business as unsustainable. Instead, Porter used revenues from Prospector as a financial bridge for building out a sales engagement Cadence service which has grown rapidly. Porter describes their service as “sincerity at scale.”
Yesterday, they announced the acquisition of partner SalesNinja which provides integrated meeting analytics for their sales engagement platform. The tool transcribes and tags meetings for sales coaching, new hire training, and meeting note searching. The goal is to improve sales efficiency and efficacy while identifying best practices. Instead of dubious lists, the firm is looking to build quality conversations between sales and prospects.
SalesLoft’s mission is to “enable salespeople to sell with true intent and sincerity,” said Porter several years ago. “The concept of getting a good prospect list and pounding it to death is old, trite and has become a terrible strategy and drag on our customer’s brands. We have never intended to participate in that process. SalesLoft Cadence is a different process, creates a different relationship, much different results and is executed by professionals with professional solutions.”
DiscoverOrg was never tempted by such strategies and employs a large editorial team to research and maintain executive profiles. In a recent test of 2,700 editorially gathered emails that were also SMTP verified, DiscoverOrg found that basic template guessing was only 62.4% accurate. When nickname substitution was employed, the rate only rose to 66%. When they analyzed the incorrect guesses, they came up with multiple reasons for failure:
- Large companies have multiple email formulas
- Brands and subsidiaries create complications
- Subdomains are becoming more popular in email addresses
- Some companies use multiple email domains for different roles
- Nicknames are very common
- Middle initials and middle names
- Duplicate names
- Foreign names
- Secretive email formulas
“A lot of data providers offer ‘confidence levels’ or likelihoods that a specific email is good,” blogged DiscoverOrg SVP of Data and Research Derek Smith. “They’re just peddling their own guesses. Anybody can pass along their best guess at an email. Real sales intelligence gives you accurate, actionable data that won’t result in a bounce of your carefully crafted prospecting message.”
In the end, prospecting shortcuts are problematic. The best sales and marketing professionals employ accurate data and insights for their messaging. Furthermore, in the era of GDPR (three days from now), you can’t have explicit consent to communicate with an EU citizen when you are guessing at how to contact her.
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