Client
A global industrial and MRO supplier running high-volume marketing automation and telemarketing programs toward engineering, maintenance, and operations leaders.
Challenge
Each month, thousands of emails to high-priority manufacturing contacts were hard-bouncing, and many phone numbers in the database were outdated or invalid. This degraded deliverability metrics, impacted sender reputation, and wasted telemarketing time.
Objectives
- Replace hard-bounced email addresses with new, valid business emails for existing contacts on a daily basis.
- Append or replace phone numbers (business and mobile) for high-priority contacts earmarked for telemarketing.
- Keep the process lightweight for the client by using internal identifiers and simple templates, and invoice both services under a single project.
Solution
- Set up a daily inbound file with 2 tabs containing recently bounced contacts keyed by the client’s marketing-automation contact ID.
- For each eligible contact, sourced and validated a new business email and returned only successful appends, mapped back to the original ID.
- Created a second process to append or update business and mobile phone numbers for high-priority industrial contacts.
- Used distinct xlsx templates (for bounce and phone) stored at a shared server path, enabling the client to automate file transfers.
Execution Highlights
- Replenished hundreds of bounced contacts per week with fresh, validated business emails.
- Achieved email validity rates above 95% in follow-up campaigns on the appended set.
- Delivered new or corrected phone numbers for a subset of high-priority contacts every 2 weeks, focusing on quality rather than volume.
Results
- Over a 6-month period, the client restored deliverable emails for more than 5,000 previously bounced industrial contacts.
- Hard-bounce rates dropped by 40–50% in key manufacturing segments, stabilizing sender reputation for crucial nurture and ABM programs.
- Telemarketing teams reported that at least 1 in 3 high-priority contacts with updated phones led to a successful connection, boosting the ROI of calling programs.
Impact
Ongoing hard-bounce and phone append turned data decay into a managed process, preserving the reach of the client’s campaigns into critical manufacturing and MRO audiences and increasing return on their existing contact investments.
