Companies who participate in direct email campaigns work with EMM or CRM solutions to manage the campaigns, extract leads, and store 1st party data. However, to accurately segment all this information, data needs to pass through a Data Management Platform (DMP). First, analysts need to extract recipient information related to the targeted audience from their EMM or CRM. In the case of email retargeting, the analyst would want to look at the no-open and the no-click recipients. Once extracted, a DMP can align that information with 1 st party audience data like login information, cookie data, IP and Mac addresses, device IDs, custom tagging – just to name a few. After the DMP has aggregated the data types (1st and 3rd party data) into appropriate segments, DSPs will start real-time bidding for ads with different publishers that match those segment criteria.
Another means to acquire this information is to leverage 3rd party providers like LiveRamp to access additional audience data. These vendors will match the recipient emails with their 1st and 3rd party audience data. Once that data is matched, they will segment those matches and forward them directly to your Demand Side Platform (DSP). Working with 3rd party providers is a good option, but companies need to consider costs and the expected ROI.
The goal is to engage audiences across display, video, mobile, and social channels in real-time. Most importantly, these channels will now incorporate the original email message but in a more personalized manner. Similar tactics also apply for CRM retargeting strategies. Marketers may also want to reach out to their customers to upsell, advertise promotions, cross-sell, and renew products and services.