This holistic perspective enables marketers to deliver tailored messages that resonate at each touchpoint, much like a neighbor or friend engaging in a relevant conversation.
As customer data evolves due to changes in addresses, phone numbers, or email accounts, marketers must work to minimize attrition. Email address intelligence can help maintain customer connections by replacing outdated or seldomly used addresses with primary, current ones.
With up-to-date email addresses, marketers can link information not only to individuals but also to households. This household-level insight enables more precise audience segmentation based on behavior, preferences, and demographics, resulting in more impactful and personalized marketing campaigns. Appropriately linking profiles also reduces doubled efforts or mistargeting.
Not all customers appreciate being contacted through channels or contact points they did not explicitly provide, so companies should exercise caution to avoid overstepping boundaries. Many times, it's not clear whether an address has been abandoned or the customer has stopped responding. Knowing if an email address is active with other brands can help distinguish the contacts that should be suppressed or replaced from those that should be targeted with a win-back campaign. As customer acquisition costs continue to rise, retention strategies become even more essential.