“Know thy customer” is a time-honored percept for success in the marketing world. The majority of marketers collect email addresses, but lack the additional data that can help you better communicate with those subscribers. Rapleaf helps you learn more about your customers. They provide demographic and lifestyle data (age, gender, marital status, income, etc., click here to see all) on US consumer email addresses.
Is it worth the expense and effort? Short answer is yes. In a daily deals case study, segmentation and customization resulted in the following results:
- 30% increase in both open and click-through rates using targeted subject lines and content.
- 14% increase in earnings per new user over a 30 day period.
- 63% decrease in cost per conversion over a control group.
- One-third the time to reach the estimated return on investment using gender targeting.
Using Rapleaf is simple. Upload an email list as a text file or spreadsheet, to obtain age, gender, marital status, household income, occupation, education and other in-depth information. The company claims to have information on 70 percent of all active email addresses in the US. They guarantee match rates greater than 90% and sell the records at half a penny per record.
Is it legal? Yes. Rapleaf partners with dozens of large (and small) data companies to aggregate data and tie it to email addresses. They source it from only the legitimate data bureaus who adhere to all consumer privacy regulations – sources that give consumers appropriate notice and choice about sharing their information. See their FAQ for additional information.
Access to such personalized information in real time environment allows the marketer to offer exactly what the customer wants, or send in meaningful and relevant emails rather than spam blindly. Such information also sheds light on the profiles of their most loyal customers, allowing them to fine-tune their marketing campaigns on the fly.