Brands Can Find “Email Insights” from Their Customers

Rick Erwin, president of targeting, Experian Marketing Services, is very excited about a new email solution called Email Insights, which gives marketers a more holistic view of their customers by linking traditionally siloed databases and insights -- such as in-store shoppers, loyalty program members and mobile app users -- to their email marketing lists. Email Insights is compatible with any email service provider (ESP), offering members access to a more comprehensive database of email activity information.

“We are helping brands connect with customers in the B2C space through marketing data, analytics, and platforms that allow execution of communications for a targeted audience,” Erwin told Loyalty 360. “We want our clients’ customers more engaged with the brands and make the relationships with them deeper.”

Experian Marketing Services is a global provider of integrated consumer insights and targeting, data quality, and cross-channel marketing.

The Email Insights database consortium identifies up to 40% active emails within inactive subscriber lists. The Email Insights model allows marketers to gain insights about their email subscriber database through access to a broader, privacy-protected database consortium to verify inactive and active subscribers. With this information, marketers can focus on re-engaging these subscribers, significantly reducing cost by not pursuing inactive email addresses while also improving their sender reputation scores.

Inactive subscribers -- those email subscribers that may not open or respond to email messages – often comprise as much as 40%-50% of an email marketing database and can damage a sender’s reputation with Internet service providers (ISP). Marketers using Email Insights have been able to verify 10%-40% of email addresses previously identified as inactive subscribers as active accounts, Erwin explained.

“Email Insights lets you leverage collective knowledge of a particular email address,” Erwin said. “Email Insights gives brands a holistic view of customers they didn’t have before. It allows any size marketer to link customer views on all those disparate databases together.”

Erwin said there is a proliferation of invalid email addresses.

“We can tell advertisers how active an inbox is,” he said. “All of this information can be used for more informed email communications so brands can communicate more effectively with customers.”

Feedback on the product, Erwin said, has been “unequivocally” positive.

“We’re delivering mid-double digit percentage improvements in the number of customers we can access additional information about,” Erwin said.

Loyalty strategies, Erwin said, won’t work without operational tools and capabilities to deliver on those strategies.

“We are the world’s largest permission emailer,” he said. “We manage email communications with hundreds of advertisers and their customers. We can create a consortium of all the email information. Everyone in that consortium can leverage the combined knowledge of all those interactions. Email Insights is a way for our clients to make sure they’re communicating with the right customer as well as understanding if that customer wants to be communicated to via email.”

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