Steeve Daraize, Technical Director and Data Director, reveals how data is processed at EMB. A historical player in marketing and sales data , EMB is a market leader thanks to the quality of the data provided to its partners.

EMB, a historical player in the market

For Steeve Daraize, the first reason to choose EMB is its position as a historic player in the market.

EMB has been collecting email addresses for almost 20 years and has almost 16M B2C emails and 3.7M B2B emails in France. “We are acquiring on behalf of EMB, which represents 10,000 to 15,000 new email addresses per month.” But, above all, because EMB is recognized as a qualitative player in this market. For Steeve Daraize, this is the result of a fundamental price party at EMB.

“We do not just want to scale in volume but also in quality, and what’s important is to provide our customers with usable and usable volume.”

 EMB data: verified and certified

A large amount of additional data is added to these e-mail addresses, such as a first name, date of birth, full address or even a tel number for the B2C data.

“Every piece of data that comes back to EMB is systematically checked and certified,” says Steeve Daraize.

“We do not add any data other than those contained in the registration forms, which are necessarily opt-in, and we go even further, since we send an email to the user who reminds him when and where he is registered, and still has the opportunity to unsubscribe. “

In B2B, EMB enriches its data with criteria such as the activity of a company, its turnover or even its geolocation. “We combine human verification and automated processes, which we constantly adapt.”

 The GDPR has led to a cleansing of the market

For Steeve Daraize, “the GDPR has led to a clean-up of the market, which is a very good thing.”

At EMB, the entry into force of the GDPR was long overdue: “Between 2017 and 2018, we made the choice to remove from our BDD datas that we were not able to find a complete mode of collection.Here again, we went beyond regulation because we prefer to work less data but to be certain of their optimal quality “.

It is this constant quest for quality that determines the choice of EMB partners for data enrichment: “We also work with partners, only in B2C. Here again, we made the choice of quality: the acquisition of data from our partners is a little more expensive, but it is for us the guarantee of a data that corresponds to our quality standards “.

“The best proof of the quality of our data is the EMB club.When we send welcome emails, the direct unsubscription rate is only 0.01% !!

Similarly, when setting up the right to be forgotten, we recorded about 450/500 unsubscriptions per week on the 16M available B2C emails. Today less is less than 50 a week. “

With EMB, intelligent and beneficial use of the data

“We talk to our partners about how we use the data we provide. This allows us to bring “freshness” to all our partners, explains Steeve Daraize.

For example, “If an email address does not open on multiple campaigns, we fill it in our databases to no longer use it. Managing aging data is of no interest to us or to our customers. “

EMB also works a lot on post-campaign analysis: “Emailing is a profession in its own right, whether it be the design, the realization, or the rendering to the client. That’s why we analyze our data to improve each upcoming emailing campaign. We also do email routing, which allows us to have a view of the targets we are dealing directly. “

The experience accumulated over several years is a valuable asset for EMB: “The more we do campaigns, the more we have the habit and the good reflexes to analyze them”.