Archive for Email Data Services
Email Data Services Critical to Successful Triggered Email
Jumpstarting your triggered email program
According to the Q4 2011 North American Email Trends and Benchmarks Results survey, recently released by the Direct Marketing Association’s Email Experience Council and Epsilon, triggered email messages had, “96% higher open rates and 125% higher click rates than “business as usual” (BAU) messages. These benchmarks were compiled from over 51 billion triggered emails sent across multiple industries during 2011.
Triggered emails are those sent in response to some action, or trigger including:
- Welcome
- Thank you
- Saved cart
- Abandoned cart or click trail
- Cancel
- Anniversary
- Birthday
- Elapsed time, etc.
Why triggered email gets a better open rate
One reason why triggered emails are so effective is that they are, more often than not, sent in real-time, so they are highly relevant. Some examples of this and their source for the trigger data are obvious like saved cart on an e-commerce site, welcome and thank you. For other examples, like anniversary, birthday, purchase of an automobile, purchase of a home, etc., getting the trigger data requires some digging. In addition, the more triggers you have per household, the more frequently you can send them a highly relevant email promotion. This is where email data services from the right email data services provider can come in handy.
Our email data services drive successful triggered email
At the V12 Group we can combine data from offline resources with on-line data to build comprehensive customer profiles that give you the ability to establish multiple triggers for a given household. Some of the off-line data sources that we use for our email data services are: public records, catalogue and magazine subscriber databases, consumer survey data, on-line communities, e-newsletter subscriber databases, as well as transactional data from catalogs, affinity programs, discount houses, clearing house and infomercials.
In addition, our email database, which we update on monthly basis, currently has over 185 million records with 260+ selects including geographic, demographic, lifestyle, interests and behavioral data, as well as1,000 ZIP and CRRT.
To further enhance response rates we can support multi-channel follow-up campaigns with over 90 million records that have both email and postal addresses and 114 million records with email addresses and residential phone numbers. The CASS mail-ready score of our B2C database is 99.2% with over 260+ selects that can be used for targeting, and our B2B database has been DPV confirmed to have 99% deliverable addresses with over 20 selects that include firmagraphic and contact level demographic data.
Contact us or go to our Email Resource Center to learn more about how email data services from the V12 Group can help you to create high impact triggered email marketing programs.
Email Data Services Can Vastly Simplify Life and Improve Results
If you think about it the explosion in the breadth, volume and complexity of data that’s available today, it’s easy to see why, for email marketers, data management can be quite a challenge. You’ve got to:
- Gather data from multiple sources
- Cleanse the data
- Enhance the data via data appends
- Merge the data into a single view of the customer
- Use the data for profiles and segmentation
- Manage opt-ins and opt-outs
- Track subscriber preferences on things like format (HTML, text or mobile), content, etc.
But fortunately you don’t have to do it alone. The right email data services provider can provide you with help across most of the data management process for email marketing.
Gathering Data from Multiple Sources and Merging the Data into a Single View of the Customer
At V12 Group we offer Data Management as a Service (DMaas) which uses our proprietary data management platform, on a pay-per-use basis, to gather data from your multiple internal sources with a managed path of stages that ultimately result in a single repository to capture all of the data associated with the execution of your business. For marketing this can include customer and prospect data from all of your marketing activities, which will provide you with a single view of the customer and concrete marketing intelligence to assess the effectiveness of each marketing campaign.
Cleansing the Data
Another valuable email data service is data cleansing. Data cleansing is the process of cleaning up your list by:
- De-duping – removing duplicate records
- Moving data entered in the wrong field to the correct field
- Verifying postal addresses, email addresses and phone numbers
- Correcting misspelled names, addresses, etc. where possible
Data cleansing, when performed by the right external marketing data services provider, will cut down on the number of bounce backs, postal returns and wrong numbers which will give a boost to your list performance KPI’s. At V12 Group we offer a full range of data cleansing services on a standalone or periodic basis.
Enhancing the Data with Data Appending and Using the Data for Profiles and Segmentation
At V12 Group we can combine data from offline resources with on-line data to build comprehensive customer profiles that vastly improve your audience segmentation and the effectiveness of your email campaigns. There’s an incredible amount of rich data available in offline resources, and we use it to map offline, “real world” demographic, lifestyle and purchase data into privacy compliant data segments.
Our email database, which we update on monthly basis, currently has over 185 million records with 260+ selects including geographic, demographic, lifestyle, interests and behavioral data, as well as1,000 ZIP and CRRT. To further enhance response rates we can support multi-channel campaigns with over 90 million records that have both email and postal addresses and114 million records with email addresses and residential phone numbers.
End-to-End Email Data Services
At V12 Group we pride ourselves in being one of the direct marketing industry’s leading full-service email data services providers. Our end-to-end email data service portfolio, consistent results and flexibility has made loyal clients out of many of the industry’s largest companies.
Our email data service portfolio includes:
- 135 million record opt-in email database and we’re adding new data daily
- In-house analytical team to identify appropriate target audiences
- In-house email creative agency staffed by tenured professionals for creative design and HTML development
- Email operations team with over 60 years combined experience that leverages the experience and results of thousands of campaigns
- Custom developed deployment platform
- Campaign preview (rendering/inbox analysis) tools
- Data Management as a Service (DMaas)
Contact the V12 Group or go to our Email Resource Center to learn more about how the V12 Group’s email data services can help you to create high impact/high yield email marketing programs.
Email Data Services, still the Hot Ticket in Direct Marketing
According to research from customer relationship marketing agency Merkle, 87% of internet users checked their personal email daily in 2010. This percentage has changed little since 2007. Among users with a separate email account for business email, 60% checked their personal email on a daily basis, down just 1 percent since 2008. So, despite some pundit’s claims that social media is killing email, properly designed and executed email marketing programs developed in concert with a good email data services provider are still an extremely cost effective communication channel for customer acquisition and retention.
Audience Segmentation and Customer Profiling
One of the key components of a successful email marketing program is the data that you use for your audience segmentation, profiling, testing and mailing. Today, information technology has enabled a wide range of value added email data services. For example, at V12 Group we can combine data from offline resources with on-line data to build comprehensive customer profiles that vastly improve your audience segmentation and the effectiveness of your email campaigns. There’s an incredible amount of rich data available in offline resources, and we use it to map offline, “real world” demographic, lifestyle and purchase data into privacy compliant data segments. Some of the off-line data sources that we use for this are: catalog and magazine subscriber databases, consumer survey data, on-line communities, e-newsletter subscriber databases, as well as transactional data from catalogs, affinity programs, discount houses, clearing house and infomercials.
Our email database, which we update on monthly basis, currently has over 185 million records with 260+ selects including geographic, demographic, lifestyle, interests and behavioral data, as well as1,000 ZIP and CRRT. To further enhance response rates we can support multi-channel campaigns with over 90 million records that have both email and postal addresses and114 million records with email addresses and residential phone numbers. The CASS mail-ready score of our B2C database is 99.2% with over 260+ selects that can be used for targeting, and our B2B database has been DPV confirmed to have 99% deliverable addresses with over 20 selects that include firmagraphic and contact level demographic data.
Contact us to learn more about how the V12 Group’s email data services can help you to create high impact marketing programs.
Unique Email Data Services
Designing an effective Email marketing program today is a complex and challenging task, but if properly designed and executed in concert with a reliable Email data services provider, Email marketing programs are an extremely cost effective communication channel for both new customer acquisition and existing customer retention. One of the key components of a successful Email marketing program is the data that you use for your audience segmentation, profiling, testing and mailing.
Audience Segmentation and Customer Profiling
Today, information technology has enabled a wide range of value-added Email data services. For example, now you can combine data from offline resources with on-line data allowing you to build comprehensive customer profiles that vastly improve your audience segmentation and the effectiveness of your on-line advertising campaigns. There’s an incredible amount of rich data out there in offline resources, and you want to hook up with an Email data services provider who has the ability to append offline, “real world” demographic, lifestyle and purchase data into Email marketing lists.
Data Quality
In today’s highly mobile society Email addresses, even postal addresses, landline and mobile phone numbers change frequently. People opt-in and opt-out of Email marketing lists on a daily basis. So, an Email data services provider’s database must be up-to- date, the data must be current and the records should have a full spectrum of data beyond basic contact information.
At V12 Group, the CASS mail-ready score of our B2C database is 99.2% with over 260+ selects that can be used for targeting, and our B2B database has been DPV confirmed to have 99% deliverable addresses with over 20 selects that include firmagraphic and contact level demographic data.
Data Volume
Typically testing will eat up about 10-15 % of your target audience so you need to work with an Email data services provider who has a large, well maintained database. At V12 Group our Email database has 130 million opt-in records and we’re adding new records on a daily basis. Our Email operations team has over 60 years combined experience that leverages the expertise gained from thousands of campaigns to help you to create effective email marketing campaigns. We also have a highly experienced creative services team committed to developing creative design that is optimized to impact your email campaign’s response rates.
Contact us or go to our Email Resource Center to learn more about how the V12 Group can help you to create high impact Email marketing programs.