A retention-based email solution introduced by Experian Marketing Services is enabling marketers to have a more holistic view of their customers.
Email Insights gives a holistic view by linking traditionally siloed databases and insights to their email marketing list.
The newly introduced solution is compatible with all email service providers (ESP) that allows their clients to access a comprehensive database of email activity information.
Access to database allows marketers to quickly verify their inactive and active subscribers. Once this useful information is with the marketers they can put their resources to reengage their inactive subscribers.
Email Insights also helps these marketers to stop pursuing inactive email addresses and send information to wrong email addresses. The solution is ideal for a range of companies including big manufactures and enterprises with smaller databases.
Experian Marketing Services notes that about 40% -50 % of subscribers don’t bother to open or respond to email messages. Continuing with the practice of sending emails to such subscribers can spoil the reputation of the senders with Internet service providers (ISP).
Email Insights is a successful and proven solution as in the past it has enabled markets to verify 10%- 40% of email addresses that belonged to subscribers who were inactive.
"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,” said Rick Erwin, president of targeting, Experian Marketing Services. “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."
Email Insights also allows marketers to link online and offline purchasing patterns in order to improve the relevance of product recommendations.
Experian Marketing Services provides integrated consumer insights and targeting, data quality and cross-channel marketing. In July, the company enhanced its global cross-channel marketing platform for more effective execution of campaigns across all channels.