Experian Marketing Services 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.
Source: Experian Press Release