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, Oct. 1, 2013
NEW YORK, Oct. 1, 2013 /PRNewswire/ -- 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
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
"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
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
For additional information on Email Insights, please visit the Experian
Marketing Services Website at http://www.experian.com/emailinsights.
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 Sao Paulo,
For more information, visit http://www.experianplc.com.
Experian and the Experian marks used herein are service marks or registered
trademarks of Experian Information Solutions, Inc. Other product and company
names mentioned herein are the property of their respective owners.
Experian Marketing Services
1 212 863 4648
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