Good marketing requires good data.
But what if 30%+ of your engagement data is wrong?
Both consumer and enterprise ESPs are now using AI scanners to screen email. This creates tens of millions of inaccurate data signals across Eloqua, Marketo, Hubspot and other marketing automation platforms. 

—THE RISE OF BAD ENGAGEMENT DATA—

ESPs all now use advanced AI to filter email, triggering inaccurate engagement data
These systems cause your marketing platform's tracking to fail: Opens that aren't real, email that was never really delivered, contacts that no longer exist - or aren't even human. A Dark Pool.
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This undercuts your team, strategy, and revenue.

Most alarming—and highest cost to the business— are these false signals.

— HOW DOES THIS IMPACT YOUR BUSINESS? —

100%

of your contacts pass through advanced scanning.

31%

of email engagement data is inaccurate.

72%

highest percentage of inaccurate data in a single database.

12%

of reported "Opens" emails were never delivered.

8%

of reported "Clicks" were never opened, and were auto-scanners.

50%

of bouncebacks are mislabeled as soft and are actually hard bounces. 

100% of the instances we’ve analyzed have been impacted—the healthiest database still contained 8% bad engagement data. If you are seeing the following trends — your database is likely at risk:

— HOW TO KNOW IF YOU'RE BEING IMPACTED —

DECLINING OPENS

10%+ of all recipients are permanently unreachable and your tools have no idea.  

DECLINING GLOBAL CTR 

Fatigued contacts, bots, or addresses that have been turned into honeypots.

DECLINING CLICK-TO-OPEN

ESPs are “quarantining” a growing number of emails but signaling an “Open” — tanking click-to-open rates.

Our team of AI researchers have analyzed more than 100 million records, and the findings are chilling...

Here is a breakdown of the problematic signals for a typical database:

— OVERVIEW OF BAD ENGAGEMENT DATA—

— MOTIVA AI'S DARK POOL CLEANUP

We have purpose-built machine learning to stay on top of these ESP changes, and our database monitor gives you peace of mind that your strategy, targeting, workflows and reporting are based on accurate data.

—THE BENEFITS OF ACCURATE DATA—

—THE POWER OF ACCURATE DATA—

Here's the impact for three real campaigns when Motiva AI’s Dark Pool Cleanup™ actions are taken.  

Real Example: Without Dark Pool Cleanup™:

Real Example: With Dark Pool Cleanup™:


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Automated Dark Pool analysis

Dark Pool data report & action plan

In four easy steps, Motiva AI's Dark Pool Cleanup will get you on track—and keep you there:

BOOST 

EMAIL 

PERFORMANCE

REDUCE NON-

COMPLIANCE 

RISK

INCREASE

 DATABASE

 HEALTH

ESPs are obfuscating this scanning so they can identify bad actors
These techniques are trying to find high-volume scammers, bad content creators, and spammers. So forget relying on soft and hard bounces - your tools aren't giving you the real picture.
Apple's changes will mean a ~20x increase in bad data 
Apple Mail accounts for ~46% of email opens. If we don't get smarter about how we evaluate email success, reporting, deliverability, marketing will suffer. 

Always-on, guided data cleanup

RESOLVE

 DELIVERABILITY

 ISSUES

1. Inaccurate data leads to inaccurate segmentation and bad strategy.

2. Your sender reputation suffers and tanks the rest of your email marketing.

3. You pay for sending to unreachable contacts - or are not even real people.

4. You are passing poor leads to sales. 

5. Your reporting is inaccurate and what is going to your CMO is wrong.

1

2

3

4

We call this the Dark Pool.
And Motiva AI has built machine learning to solve this problem. 



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