Ad Exchanger (12/17/13)
Two announcements last week underscored the importance of email as a means for bridging the gap between online and offline customer data.
The first was the acquisition of Rapleaf, a provider of email marketing personalization solutions, by email data services provider TowerData.
RTM Daily (12/12/13)
At the Email Insider Summit this morning, email data service provider TowerData announced it has acquired Rapleaf, a real-time data provider for email marketing.
Rapleaf, a Chicago-based company, boasts an 80% email match rate in the U.S., which is what initially drew TowerData to the company. That means Rapleaf provides data on 80% of U.S. email addresses, which the companies claim is among the highest in the industry.
The Magill Report (4/2/13)
Database-services firm TowerData is expected to announce today it has rebranded itself from a telephone, postal and email database services firm to solely an email firm.
“Our strength has always been on the email side,” said Tom Burke, chief executive of TowerData. “For quite a number of years we offered a comprehensive set of data-quality services for email, postal and phone. And I think that was a little confusing to the marketplace and to some of our customers as to what was our core focus.”
E-mail appending, in which a data provider supplies you with the e-mail addresses of customers for whom you already have postal addresses and other information, can obviously boost the size of your e-mail house file and make it easier for you to retain and reactivate these buyers going forward. But many marketers shy away from appending, for fear of being accused of spamming and of alienating customers who had refrained from providing their e-mail addresses in the first place.
We all want to do more with less these days. When you compare the cost of postal mail (about $1 apiece) to that of e-mail (about a penny per message) any B-to-B marketer is going to prefer e-mail for staying in touch with current customers and inquirers. A no-brainer, right?
Target Marketing (10/29/08)
According to a study by TowerData, e-mail append—the process of adding e-mail addresses to extant postal addresses in a customer database—has become steadily more accurate and effective over the past four years. In a whitepaper, Growing Your List with E-mail Append, the e-mail and data solutions company reports that match rates have trended up and opt-out rates have trended down since 2004.
Email Insider [PDF] (11/09/05)
These e-mail addresses are wrong: Dogman@hotmial.com, email@example.com. Do you see the mistakes? With more users entering incorrect e-mail addresses, we have to work harder to clean up our databases. Once upon a time, I developed a Strategy Point of View document for several very large accounts and led with hygiene services rather than great communication strategies. My first priority was getting a true valuation of their database and hygiene practices. However the senior account executive reacted with, “You can’t lead with that. They won’t buy that. It’s not creative enough.”
When you review your latest house list counts, do you ever feel like you have been kicked in the teeth?
You are working harder than ever before to convince people to join your email list. People are tired of email overload and wary of spam. You know if you can just get them to join each house list name is so much more valuable than any rental file you could ever test.