The pivotal role of email address in database management

Most retailers are collecting emails from newsletter signups, ecommerce, loyalty program signups and e-receipts. According to recent research, 38 percent of consumers report having two email addresses and 31 percent report having three to four addresses. But with disparate databases and volumes of customer records—some old, some new and others incomplete – how do you know if you’re reaching customers not only in the right channel but via their preferred email?

As marketers, we’re continually looking for ways to:

  • Understand our customers’ path to purchase
  • Monitor marketing spend in different channels to ensure incrementally and manage budget spend accordingly
  • Improve our solutions and bring data together so we can communicate to customers in one voice, in their preferred channel
  • Focus on our customers’ needs and interests while responding to their behavior

Have you paused and asked yourself, “What’s missing? Is there a possibility I have the same individual on my file and multiple emails for them?” With multiple ways to connect with consumers, we need to find and unfold these discrepancies to effectively identify our customers, have conversations with them, encourage them to transact, and become a loyal partner.

Many marketers can start by determining which email address is an individual’s preferred one for communication. There are currently 244.5 million email users and this is forecasted to reach 254.7 million by the end of 2020. Behind every email address, there is an individual. By using an email file to stitch together various identifiers, you can:

  • Eliminate redundancy and overlap in customer records
  • Understand why certain emails bounce or are unresponsive (e.g. contact has a new/preferred or email or may have moved and changed Internet Service Providers)
  • Manage your customer database in a smarter, more efficient way
  • Deliver a more relevant and seamless customer experience
  • Optimize your marketing spend and eliminate waste by not trying to reach the same customer twice

Database management is foundational to all marketing efforts. By leveraging a partner to help you bring your data together through a few key processes and technologies you can improve the accuracy of your customer database, enable cleaner data activation and greater reach across all channels and drive more successful online and offline campaigns.