Experian Marketing Services introduces email solution enabling marketers to better identify and reengage loyal customers
Email Insights database consortium identifies up to 40 percent active emails within inactive subscriber list
New York, N.Y., Oct. 1, 2013 — Experian Marketing Services, a global provider of integrated consumer insights and targeting, data quality and cross-channel marketing, will introduce a retention-based email solution this week at the Shop.org Annual Summit in Chicago, Sept. 30 through Oct. 2, 2013. The email consortium, Email Insights, 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 list. Email Insights is compatible with any email service provider (ESP), offering members access to a more comprehensive database of email activity information.
The Email Insights model allows marketers to gain insights about their email subscriber database through access to a broader, privacy-protected database consortium in order to verify inactive and active subscribers. With this information, marketers can focus fully on reengaging 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 percent to 50 percent 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 percent to 40 percent of email addresses previously identified as inactive subscribers as active accounts.
As an ESP agnostic database, the Email Insights product caters to a diverse set of companies, including retailers, publishers and manufacturers, as well as brands with smaller databases. Experian Marketing Services recently partnered with Hearst Magazines to present initial case studies and findings via an online Webinar. Jim Murphy, senior director of marketing operations, Hearst Publishing, noted, “At Hearst, we have a strategic goal to see the customer as one across all of our channels. Email Insights enables us to use our email database as the key link between our analog and digital understanding of the customer and execute smarter, more personal email strategies for both retention and with our multichannel advertising solutions.”
“Inactive subscribers are often current and highly valuable customers, but disconnected data and insights often prevent marketers from identifying, understanding and then engaging their multichannel customers. We offer them the toolset to create a relevant offer and then deliver it at a time when the consumer is most likely to respond,” said Rick Erwin, president of targeting, Experian Marketing Services. According to recent research by Experian Marketing Services, more than two-thirds of customers engage with brands across multiple devices. Further, multichannel customers are often four times more valuable than a customer that shops in one channel. “Email Insights for omnichannel marketers that want to improve the relevance of their email marketing communications and understand how, where and why their loyal, valuable customers want to engage with them,” continued Erwin.
A key feature of Email Insights is the ability to append additional data in a privacy-protected platform for a more advanced, omnichannel perspective of email subscribers. Marketers can link online and offline purchasing patterns, email response behavior (open activity and recency of engagement), category-level interests, demographics, and attitudinal or life stage information to improve the relevance of product recommendations and upsell opportunities.
Shop.org attendees can preview Email Insights and discuss the product on-site with Experian Marketing Services representatives at booth #203. A free Webcast download featuring Hearst Publications and how it is applying data from Email Insights to improve customer reengagement and marketing performance is available at http://www.experian.com/marketing-services/register-2013-email-insights.html.
For additional information on Email Insights, please visit the Experian Marketing Services Website at http://www.experian.com/emailinsights.
Experian Marketing Services
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About Experian Marketing Services
Experian Marketing Services is a global provider of integrated consumer insights and targeting, data quality and cross-channel marketing. We help organizations from around the world intelligently interact with today’s dynamic, empowered and hyperconnected customers. By coordinating seamless interactions across all marketing channels, marketers are able to plan and execute superior brand experiences that deepen customer loyalty, strengthen brand advocacy and maximize profits.
For more information, please visit http://www.experian.com/marketingservices.
Experian is the leading global information services company, providing data and analytical tools to clients around the world. The Group helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score, and protect against identity theft.
Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended March 31, 2013, was US$4.7 billion. Experian employs approximately 17,000 people in 40 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; California, US; and São Paulo, Brazil.
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