About
Third Door is the leading provider of content and marketing solutions for Internet marketers and the digital marketing industry. Their publications include the well-known Search Engine Land, MarTech Today, and Marketing Land websites, as well as companion conferences and consulting services.
Since Third Door Media oversees multiple websites and events, email marketing and newsletters are one of the essential ways they build relationships with their audiences.
The Challenge
Third Door Media is truly a holding company, and each of their brands operates primarily as a freestanding, siloed organization. Search Engine Land readers aren’t automatically in the Marketing Land tribe, for example.
However, it is in fact common that a newsletter subscriber to one brand is also in the database of a sister brand. This creates substantial challenges with duplicate records, inconsistent data about the same person, and other issues.
The Solution
Automation, artificial intelligence, and machine learning are coming FAST to the sales and marketing world. These technologies are already improving efficiency and results, and we’re only seeing the tip of the iceberg.
Monica Wright
Vice President of Growth and Engagement
“Keeping a clean database is crucial. I think the biggest thing we’ve learned is email addresses aren’t what they seem. You think something is valid, and it’s not. With Webbula’s email hygiene, we’ve eliminated a lot of the guesswork and manual work when sifting through subscriber addresses.”
Because Third Door works with partner brands frequently, it’s essential to provide them with a solid and accurate database when sending promotional emails, for example. Monica says:
“It is vitally important to understand the type of people who are not converting, and what makes up those email addresses without blacklisted folks or phishers.”
Third Door has now started to implement a two-step validation process on the front end of the subscription process, to weed out spam accounts more quickly. With this new two-step process combined with Webbula automated data cleansing, Third Door has been able to shift staff time from laborious, manual database cleanup to testing and optimizing new campaigns.
