Experian Data Quality is beefing up its cloud-based services by launching an email validation scheme, which it claims is faster, and offers simplified response codes and significantly improved match rates over previous versions.
The company – previously Experian QAS – says the solution is in response to increasing pressure on businesses to enhance customer retention while engaging with them through multiple devices and channels.
Despite the growth in social media, email is still the preferred form of communication with 2.9 billion email accounts/users and188 billion emails sent daily, according to The Relevancy Group. Email validation is therefore a crucial element of businesses’ wider communications strategy as they try to engage and maintain customers, the company claims.
The enhanced email validation capability ensures an organisation’s entire customer and prospect list contains valid and deliverable email addresses, allowing them to better communicate with each party.
The company points out that sending email to invalid addresses negatively affects a sender’s reputation and can lead to ISPs filtering and blocking email from that source. In turn this significantly impacts the performance of future email marketing and customer service communications.
Experian Data Quality managing director Joel Curry said: “At every point in the customer and prospect life cycle, the email address is now more important than ever before – it’s a critical link between brands and consumers.
“Our new email validation enhancements are focused on helping clients efficiently and accurately capture contact data to enable downstream processes, analytics and cross-channel marketing, while improving the integrity of the email data they already hold.”
