1. Epsilon Response Network ERN
Re-engage and win-back with
actionable email analytics
epsilon.comepsilon.com
epsilon.com
The Epsilon Response Network
2. 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.
3. 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.
4. 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
5. 2
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.
50%
ERN phased win-back program
> Leverages
collective
intelligence
> 3 month active
on other list
10
month
inactive
Leverages ERN data to provide marketers
with “third-party perspective”
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7. 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.
8. 5
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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9. 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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10. 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.
14. 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 original
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
15. 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.
