Retarget Acquired: 5 Ways to Target the Right People With the Right Digital Marketing
Marketers often treat random website visitors as “anonymous,” but they’re not. In fact, every computer that visits your site is individually identified by its IP address. Every anonymous email has the potential to be reversed. And when you employ digital marketing identification and validation tools with your targeting data, you can do some amazing things.
1. Identify Hashed Email Addresses
Not all email addresses come in easy-to-read packages. Some are “hashed” — encrypted using a hexadecimal key that returns a string of numbers, but keeps the original email address private. This can be an essential step in ensuring the privacy of your audience data, but at some point you need to actually use the information in your targeting.
If you can identify consumers through their hashed emails, you can match them back to profiles in your database and continue to treat those hashed emails with the same personalized marketing as openly logged-in customers.
2. Email Validation
Sometimes, even the non-hashed emails are difficult to work with. Who knows how long ago that customer registered with you, or if the person used their regular email address or a fake. Since emailing bad addresses can lead to serious spam issues, not to mention wasted email, being able to validate those addresses on the fly is essential.
There are five essential types of errors you should validate against:
- Email Correction: Misspellings and typos should be caught and corrected.
- Syntax Checker: Invalid email formats should be identified and corrected where possible.
- Spam Suppression: Keep known spam traps, honeypot addresses and complainers off your list.
- Mailbox Check: Check if your messages to each mailbox are being delivered, or if they’re hard bouncing or soft bouncing.
- Global Domain Check: Confirm up-to-date, accurate status of all email domains, so you’re not mailing to a honeypot.
3. Digital Identity Validation
Again, digital visitors are not as anonymous as you might think. You can install a layer of validation at the conversion point to empower your lead validation and fraud prevention initiatives.
These checks allow you to quickly verify online information to determine eligibility for an offer, validity of a transaction or identification of multi-channel contact information. For example, you can choose to validate data in an online contact form or at point-of-sale to further protect your business interests. Verify name, address, telephone number, email address or a combination of input data for optimal online fraud prevention.
4. E-append and Reverse Append
Unfortunately, many customers will not update their profile with you when they have a change of email address, physical address or other life event. So how can you stay up to date on the prodigal customer?
E-append is a data service that allows you to add email addresses to the data you have on current customers or prospects. A flexible matching algorithm allows you to not only find other email addresses they use, but logically choose which email address is best for your company to continue using.
Likewise, reverse append services allow you to append real-world data to people you may only know as email addresses. This allows you to target those consumers in direct mail and telemarketing campaigns. It can also provide a wealth of other demographic and targeting data for you to further refine the messages they’re getting, and where they get them.
5. IP Recognition and Retargeting
As mentioned above, every computer has a unique IP address. Recognizing and tracking those visitors may help you to increase your digital conversion rates by identifying behavior in real-time, based on the IP address. It’s really straightforward to find this information. Use a simple web analytics solution that captures visitor data in parallel with IP addresses. Something inexpensive and simple like Clicky.com will get the job done. That information can be used in conjunction with a retargeting partner to serve targeted ads as the visitor IP appears on various other websites.
In some instances it may be possible to capture and append multi-channel contact, behavioral and lifestyle information to IP addresses of online visitors. Use this information to immediately personalize the consumer’s online experience, create personalized retargeting campaigns beyond your website, or identify and append alternative contact information to their record, including name, postal address, phone numbers and email addresses.