Margins and Paddings Update

Kevin Dean, president and general manager of Targeting for Experian sat down with Ginger Conlon, editor-in-chief of GingerConlon.com at DMA’s &THEN 2016 Conference. The two discussed a number of topics, including the re-emergence of third-party data for marketers. As the industry has turned towards data-driven marketing, more brands are again leveraging third-party data to enhance their first-party data, as well as pull insights that enables them to better connect with their customers. To read more from the interview, visit GingerConlon.com.

  Temperatures are dropping, leaves are falling and seasonal beverages are selling – it must mean that the holiday season is quickly approaching. And while many people get to wait in anticipation for this magical time of year, marketers are hard at work planning and creating their upcoming holiday marketing campaigns. In fact, many marketers are likely focused on developing their most creative designs and strategic promotions – critical components to any campaign. But they also need to give attention to their subscriber lists. A recent study found that as much as 50 percent of lists are inactive. If audiences are not engaging with the brand’s communications, then brands may experience diminished returns, or worse. Why reactivate? The bottom line is that it is more cost effective for marketers to retain existing customers than to acquire new ones. Past buyers represent higher open, click and transaction rates than non-buyers. By reactivating their inactive subscriber base, marketers have an opportunity to improve the return on each marketing campaign. How to reactivate? Email addresses may appear inactive for a number of reasons. The email address may no longer be in use, the subscriber does not find the content relevant, or the subscriber prefers to scan unopened emails and purchase in other channels. Marketers need to understand the cause behind each inactive address in order to strategically re-engage with past customers. Once marketers are able to identify all of their inactive subscribers, they will want to segment them into buckets. For example, those that clicked but have not purchased in the past 90 days, or those that have opened emails, but not clicked or purchased in the past 90 days. Each person is unique in their behaviors and interests, so marketers will need to engage these subscribers in a variety of tactics. Offering an incentive Using an engaging subject line Utilizing a confirmed opt-in strategy Sending more than one message as part of a reactivation strategy Marketers who strategically reactivate their inactive subscriber base have an opportunity to bring past-customers back into their sales funnel, and experience more return on their marketing campaigns. By leveraging data and insight to identify and re-engage this group, brands and marketers can also have a magical holiday season. To learn more about re-engaging your inactive email subscribers, download our e-book.  

This feature article from DMN profiles Emad Georgy, Chief Technology Officer for Experian Marketing Services, as well as his team’s approach to data and predictive analytics. According to the article, “The other drive for Georgy’s commitment to data analytics has been interactions with clients … Data can help brands ‘uniquely understand customer behavior. At Experian, with all of our expertise, we can play a role in getting data to a position where it’s actionable.’” Click here to read the full article.