As our world becomes increasingly digital, our relationship with digital media is evolving rapidly. In fact, a recent study found that adults in the United States were spending an average of 485 minutes a day immersed in digital media in 2021. That’s over eight hours every day! With 31% of U.S. adults claiming they are online “almost constantly,” according to the Pew Research Center.
This surge in digital usage has also led to an influx of ads bombarding consumers daily. Social media and other apps have revolutionized targeted advertising, leading to thousands of ads vying for our attention every day.
Consumers have grown accustomed to this digital advertising extravaganza but expect ads to be relevant and personalized. Research shows that 71% of consumers anticipate personalized interactions, and 76% get frustrated when this expectation isn’t met. However, consumers are hesitant to disclose personal information to achieve this level of customization.
This underscores the importance of establishing a unified digital identity centered around email addresses. Using the email address as the primary identifier ensures businesses can deliver consistent, personalized messages across various channels.
When MarTech and Data Collide
The COVID-19 pandemic precipitated significant shifts in consumer behavior, leading to increased eCommerce sales, a surge in digital grocery shopping, and decreased brand loyalty as consumers explored new options. Many of these changes are here to stay.
Managing digital identities becomes more critical, yet challenging, with the proliferation of data, devices, platforms, and channels in the digital realm.
The MarTech landscape is bursting at the seams with approximately 10,000 vendors in 2022, showcasing a monumental 6,521% growth from 2011 to 2022, according to ChiefMartec.
However, the deluge of applications and solutions presents challenges, with organizations struggling to maintain accurate and synchronized consumer data. Conflicting or incorrect information is a common pitfall.
Moreover, consumers may utilize different email addresses for various interactions, such as shopping, promotions, or customer support. Recognizing that multiple email addresses may lead back to the same individual can be invaluable.
With nearly 30% of data decaying annually, consumers may have adopted or switched to a new email address not reflected in a company’s system. Effective targeting hinges on up-to-date, preferred information.
Despite the profusion of apps in tech stacks, businesses are realizing the significance of actively managing digital identities to meet consumer expectations for personalization, enhance retention rates, and elevate digital marketing efficacy.
Email Data: The Bedrock of Digital Identity
Centralizing consumer email data equips marketers with a robust foundation to engage customers effectively. Email remains pivotal in digital transactions across industries. Validating email addresses through a thorough process ensures marketers connect with genuine customers.
Email validation involves verifying the existence, deliverability, and risk assessment of email addresses, enabling the identification and removal of invalid emails, error correction, and inconsistency resolution.
Quality email data is crucial for successful omnichannel campaigns and safeguards against fraud, as a significant portion of fraudsters deploy newly created or invalid email addresses for illicit activities.
Amidst the expanding web of consumer touchpoints, the email address remains a common thread. By managing and validating email data effectively, companies can personalize interactions, ensure consistency, and mitigate risks of fraud.
Discover how email-centric data revolutionizes digital marketing efficiency