Epsilon Response Network ERN

Re-engage and win-back with actionable email analytics

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The Epsilon Response Network

The Epsilon Response Network (ERN) is an integrated tool that automates the most advanced email marketing objectives while providing clients with meaningful intelligence that allows them to maximize the marketing results.

The Epsilon Response Network (ERN) is the industry’s most advanced set of email marketing tools, powered by the only email cooperative database. The ERN delivers cutting edge technology that addresses brands’ most challenging marketing issues. From win-back to consumer-level deployment timing to effective mobile marketing, the ERN provides one of a kind solutions to the marketing challenges that vex the world’s leading marketers. On the cooperative front, the ERN is powered by the world’s most complete email cooperative. The ERN’s email cooperative is designed to provide Fortune 1000 companies with real insight into their consumers by aggregating email response data across brands and verticals, allowing our clients to understand with greater clarity how consumers interact with email, on what device those consumers open emails, and, ultimately, when those consumers open emails.

The Reactivation Engine

Ask any marketer the value of a win-back program, and she will quickly answer that a win-back program is an integral part of any sound marketing plan. Ask that same marketer if her company actually executes a win-back program and you may be surprised at the answer.

The ERN’s Reactivation Engine was created in acknowledgement of two simple truths: (1) even the most successful marketing teams are understaffed and (2) with current resources unable to meet basic marketing needs, engaging in advanced marketing tactics is a practical impossibility. As a result, Epsilon’s Reactivation Engine offers two powerful components, a powerful tool set and the ERN’s collective intelligence, to help automate an intelligent and phased win-back program, making a successful win-back program a natural component of the marketing programs for Epsilon’s clients.

On the tool front, the Reactivation Engine automatically cuts pre-defined segments of dis-engaged users monthly; clients utilize the ERN’s deep analytics toolset to identify key points of disengagement and, leveraging the analysis of consumer interaction with their messages, clients can select when their ideal win-back sequence is initiated. Once timing is developed, the ERN automatically presents monthly file cuts that are matched with a pre-defined win-back offer, ensuring that clients regularly deploy the valuable win-back offers at key points in the consumer’s lifecycle.

Equally important, the Reactivation Engine leverages the ERN’s collective intelligence database, creating a unique win-back opportunity for Epsilon clients. Providing insight a marketer will not have about an existing list, the collective intelligence database identifies consumers that the ERN knows engaged recently with another marketer’s email. This allows the client to know that the email address is “active.” The identification of engaged email users, in turn, creates an opportunity to reengage users who previously interacted with a brand’s email communications while minimizing the risks associated with targeting inactive consumers.

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Features include:

• Automated file cuts based on predefined periods of user engagement

• Identification of email users that, while appearing to be inactive on the clients list, show activity within the ERN’s cooperative database

• Detailed reporting identifying:

• Optimal re-engagement dates

• Re-engagement success

• Month-over-month reactivation comparison

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Features include:

• Automated assessment of optimal consumer deployment times

• Differentiation between optimal weekday and weekend deployment times

• Monthly updates to consumer timing

• Default deployment setting, ensuring consumers with no previous open/click history are deployed at a client-specified default time

The ERN Scheduling Intelligence

• Personalizes delivery of marketing messages by deploying at a time tailored for the individual.

• Leverages a user’s median action time to determine best deployment time

• Considers six months of activity, allowing for changes in consumer behavior

Scheduling Intelligence

One of the most overlooked drivers of consumer engagement is timing. Yet, with the volume of commercial emails a typical consumer receives, there can be little doubt that being at the top of the inbox is an integral component in driving engagement rates.

With that in mind, the ERN’s Scheduling Intelligence converts cutting-edge thought into industry leading technology by allowing our clients to match the timing of deployment with each consumer’s email interaction times. Aggregating data from both the client’s list and the ERN’s collective intelligence, the ERN builds a timing profile of every consumer on the client’s list and, at deployment time, the solution calculates the optimal email interaction time for the individual consumer. This allows clients to effectively ensure that their messages are deployed at a time optimized for the consumer’s behavior.

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The ERN’s Scheduling Intelligence assigns an ideal deployment time to a consumer by assessing that individual’s email activity over a six month period; drawing information from both the client’s list, as well as the collective intelligence in the ERN, an accurate activity time can be developed for most consumers on a client’s list. That activity time is the key to developing a consumer-level deployment tool.

Once the optimal activity time is calculated, Scheduling Intelligence associates that activity time with the consumer, moving that consumer out of the “batch and blast” deployment schedule. This ideal deployment time is, in turn, acknowledged by the ERN’s deployment API, creating a segmented and timed deployment which delivers emails to consumers at the ideal time.

Finally, the ERN separately assesses consumer activity for weekend deployments, acknowledging that weekend email behavior often differs greatly from weekday behavior. Moreover, consumer engagement is reassessed on a monthly basis, and this affords the ERN an opportunity to reevaluate optimal deliverability times as consumer behavior changes.

When consumers view emails on a mobile device, marketing research is indicating that they are up to 50% less likely to convert on an email offer, when compared to an email viewed on a desktop computer. As a result, today marketers are looking for ways to address this mobile challenge.

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ERN phased win-back program

> Leverages collective intelligence

> 3 month active on other list

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inactive

Leverages ERN data to provide marketers with “third-party perspective”

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Features include:

• Automated identification of mobile opens/clicks

• Ability to identify ideal times of deployment based on consumer’s past interaction with emails on a desktop computer

• Automated segmentation of mobile openers into time-based deployment segments using desktop opens as primary key

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Mobile Marketing Suite

When consumers view emails on a mobile device, marketing research is indicating that they are up to 50% less likely to convert on an email offer, when compared to an email viewed on a desktop computer. As a result, today marketers are looking for ways to address this mobile challenge.

With that in mind, the ERN’s Mobile Marketing Suite is designed to address the challenges marketers face with the broad adoption of smartphones in two ways. First, the Mobile Marketing Suite identifies which consumers open an email on a mobile device. Secondly, the Mobile Marketing Suite identifies the median time that a consumer is likely to interact with email on a desktop computer, leveraging six months of activity data. Finally, the Mobile Marketing Suite puts it all together by leveraging the ERN’s proprietary timing technology. The Mobile Marketing Suite creates a trigger campaign that retargets mobile openers/clickers at time when they have a high likelihood of being engaged with email on a desktop computer.

In short, the Mobile Marketing Suite easily allows clients to identify the campaigns that matter the most, target users who have interacted with the email on a mobile device, and automatically deploy a “second chance offer” to those users when they are most likely to convert.

The Mobile Marketing Suite leverages the device-of-receipt profile to ideally time the deployment.

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The ERN Analytics Platform

Providing unique insight into client data, the ERN Analytics Platform measures list heath, assesses reactivation success, and identifies key points in the consumer lifecycle. Today, the ERN offers clients four basic reports to drive optimal marketing results.

The Opportunity Report. The Opportunity Report breaks a client list down by recipient activity, highlighting both how recently recipients have interacted with the clients’ email and how recently that same set of recipients has interacted with other clients’ emails. It is the truest way to both measure marketing success and opportunity.

The List Health Report. Showing the month-over-month population of consumers who have acted in the last month on a client’s list, the List Health Report allows clients to measure how successfully they are engaging their consumers and, of equal importance, how well they are holding consumer’s interest.

The Win-Back Reactivation Report. This report allows clients to effectively gauge how well their reactivation efforts are working. The report measures how many consumers, on a month-by-month basis, opened or clicked in the last 30 days but, prior to that action, went more than a month without engaging with a client email.

Activation Latency Analysis. A report that looks at the most basic yet important element of email marketing, the Activation Latency Analysis allows marketers to see over what time period consumers first engage with their marketing emails. This knowledge, in turn, allows Epsilon clients to assess the efficacy of their engagement efforts and reveals opportunities for special engagement marketing.

The open and click data allow us to optimize deployments on an individual level, ensuring our clients are top of inbox when it matters most.

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Privacy Safe Guards

Underpinning the Epsilon Response Network is a foundation of privacy safe guards. These safe guards are designed to offer consumers the highest level of privacy protection, while still allowing Epsilon’s clients to personalize its marketing messages in unique and compelling ways. The ERN’s privacy controls include:

Data usage. The ERN’s email cooperative database enhances marketers’ ability to market to their consumers without revealing consumer information. Participants must possess the consumer’s email address to gain insight, and the insight learned is applied at time-of-deployment, preventing unwanted disclosure of consumer information.

Blind sharing. Participants in the ERN’s email cooperative database never learn the identity of the other participants, the industry verticals that the other participants are in, or the purchase activity of an individual consumer. In short, the ERN collective database is designed to highlight only the email activity of shared users, without exposing consumers’ areas of interest or purchase activity.

Data Retention. Data is stored in the ERN’s collective database for a period of 12 months. Moreover, when a client withdraws from participating in the ERN, all consumer data associated with that client is naturally purged from the solution.

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It’s a constant struggle to keep consumers engaged with a brand. Marketers must think differently about how they approach their consumers because today email marketing is really about engaging a consumer when they want the material and in the manner he or she wants it. In short, email marketing requires true personalization.

The Epsilon Response Network is the first solution that allows marketers to transcend to a new view on an email campaign: the campaign of one. The ERN’s ability to break down consumer engagement to the individual level empowers marketers and gives them a fresh perspective on their customers. More importantly, it offers marketers the ability to quickly and meaningfully react to consumers’ behavior patterns and provides marketers with never-before-seen functionality that drives long-term consumer engagement. What’s more, the ERN’s collective database maximizes marketers’ understanding of their consumers, ultimately ensuring that the emails they send arrive in the best manner for the individual consumer.

The ERN focuses on the personalization that actually matters to a marketer: it’s about ensuring email analytics are actionable.

About Epsilon Epsilon is the global leader in creating connections between people and brands. An all-encompassing global marketing company, we harness the power of rich data, groundbreaking technologies, engaging creative and transformative ideas to get the results our clients require. Recognized by Ad Age as the #1 World CRM/Direct Marketing Network and #1 U.S. Agency from All Disciplines, Epsilon employs over 7,000 associates in 70 offices worldwide. Epsilon is an Alliance Data company. For more information, visit epsilon.com, follow us on Twitter @EpsilonMktg or call 1 800 309 0505.

Copyright © Epsilon 2015 Epsilon Data Management, LLC. All rights reserved.

Email Response Network ERN

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Epsilon Response Network ERN

epsilon.com

The Epsilon Response Network

The ERN Scheduling Intelligence personalizes delivery of marketing messages by deploying at a time tailored for the individual.

• Leverages a user’s median action time to determine best deployment time

• Considers six months of activity, allowing for changes in consumer behavior

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PPT intelligence graphic in brand

• Personalizes delivery of marketing messages by deploying at a time tailored for the individual.

• Leverages a user’s median action time todetermine best deployment time

• Considers six months of activity, allowing for changes in consumer behavior

The ERN Scheduling Intelligence

PPT - ERN graphic original

PPT - ERN graphic in brand

ERN contributor ERN contributor

ERN contributor ERN contributor

The Epsilon Response Network (ERN) leverages a client’s consumer activity to offer marketing products that drive greater list cleanliness, higher engagement, and lower list attrition.