Summary: WealthEngine’s dataset comprises over 300 million profiles, including more than 100 million email addresses that are refreshed monthly. Here's a breakdown of how these emails can be utilized for entity resolution and outbound marketing

 

Entity resolution: Emails are one of the multiple data points available to validate WealthEngine records. As we aggregate over 45 data sources, a valuable corroborating element is a common email address. Emails are crucial for screening and append projects, allowing you to submit either a postal address and an email address- or just the email, to match your dataset to ours.

 

Outbound marketing: WealthEngine emails can be used successfully for outbound marketing as long as you follow the best practices for email marketing:

  • Include all available email addresses for your desired audience. WealthEngine has up to three Personal and three Business emails for each person, and they are not ranked, which means we have the same level of confidence in each. Using all available emails for a given person increases your odds of successfully reaching them.


  • Verify Email: Run all outbound marketing emails through an email verification service first such as ZeroBounce, Neverbound or Mailgun. Their fees are very small (e.g. $18 for 2,000 emails), and turnaround times are quick. WealthEngine cannot continuously validate the 100 million + emails in our dataset, due to the constant refresh schedule we maintain.
    1. Include a visible unsubscribe link in each email effort, and process promptly.
    2. Follow the industry CAN-SPAM guidelines: Identify your company, use proper subject lines, etc. 

 

Tips for Successful Email Marketing

Many emails campaigns are launched to “bring in new business”. The more targeted you are, the more successful the campaign.

 

  • Set Clear Goals: Need orders? Set a goal. Looking for higher engagement? Identify the level you want. Running a branding campaign? Establish benchmarks. Open ended campaigns with no expected KPIs tend to run off course.


  • Targeted Data Segments: Be very targeted with your data segments. Focus on precise audience segments to optimize spending. Marketing to new customers is approximately 7x more expensive than retention marketing, so targeting the right segments is crucial. 


  • Testing and Optimization: Test audience segments, offers, creative elements, and timing. There are many factors that impact response, Analyzing these factors can help fine-tune your campaigns and improve results.


  • Realistic Expectations: New audience development takes time. It can take anywhere from 5 to 20 touches for a new customer to trust you. Lower response levels still generate tremendous insights and can show the path to larger growth when you evaluate who responded. With the data that you uncover, point out where there is room to grow. Consider adjustments you can make to reach your objectives. Pivot to the elements that are engaging the customers the most. Quite frequently what is successful is not what you expected-- keep an open mind!