EASE Analysis (Email Activity Analysis)

Email marketing performance metrics have largely focused on open, click and conversion data based on campaigns. While these metrics help you understand how subject lines, content and product offerings impact performance, they fail to offer insight into the evolution of customers' response to email marketing programs.

With Epsilon's Email Activity analysis, or EASE, you will receive a comprehensive analysis of the overall health of your email list - quantifying the impact of aging addresses on your email list and helping you create winback, welcome and other tailored campaigns. In addition, we will offer actionable recommendations on how to market to identified segments - everything from tailoring messages and strategies to the uncovering behavior during the analysis.

After identifying key segments of your customer file, you can achieve the following:

• Improve new customer engagement: focus on activating new customers with an effective welcome campaign
• Re-engage lapsed email customers: develop a customized winback campaign
• Influence the behavior of your most engaged subscribers: create a custom loyalty-focused message stream to reinforce benefits of your program
• Proactively engage declining customers: identify customers who are inactive and customers who are most likely to become inactive
• Convert troubled segments to active segments: use offer testing to convert the active email, inactive email segment
• Diagnose the overall health of your email customer base: use this information to provide additional insight into current program performance