Here we share some news from our partner, EMB Europe, who provides contact data in France and Belgium. They wrote a recent article breaking down email database reactivation, you can find the translated version below, or click here to view the original article in French.
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How does reactivation revive an email database?
Is a database containing email addresses that haven’t been used for some time still useful for your marketing actions? Yes, as long as you choose to reactivate your base. Steeve Daraize, Technical Director of EMB, tells us about this operation.
Email reactivation, what are we talking about?
“The reactivation of a database containing email addresses consists of checking, by means of various actions, whether these addresses are still active or not,” explains Steeve Daraize.
Concretely, “you have to solicit the email addresses present in the database that you want to reactivate to determine which addresses react and how they react to these requests.”
Why reactivate an email database?
For Steeve Daraize, two factors are essential when deciding to reactivate an email database:
“There are two major advantages to reactivating a database. The first is that this operation allows you to clean the database. Because keeping obsolete databases is useless and costs money.”
And to add that, this cleaning “reduces the ecological impact of a database,” among other things.
Then, “reactivation is also and above all used to qualify the data present in the database. This makes it possible to improve customer knowledge after analysis and enrichment of the data.” Because with the announced end of third-party cookies, marketers must find alternative solutions to target Internet users in order to deliver them contextualized advertisements.
How does the reactivation of an email database work?
“We compare a base with what we know, that is to say with what our own bases contain,” says Steeve Daraize.
EMB is thus able to qualify an email according to criteria such as:
- The recency of actions related to the email address
- Geolocation of the email address thanks to the postal address provided by the Internet user when registering or in B2B thanks to the postal address of the company
- The gender qualification of the person associated with the email address
- The age range of the person linked to the email address
“Obviously, this comparison is always made against data compliant with the GDPR. And once the reactivation has been carried out, we can tell our client: this is what I know about such and such an email address, ”adds Steeve Daraize.
“On a technical level, the comparison is established after encoding emails in MD5. Then we audit the data entrusted to us and see which ones “match” with ours, ”explains Steeve Daraize.
MD5 is a one-way encoding of the email address. It is also referred to as a cryptographic hash. Concretely, it involves passing the email address in a script so that a 32 character code with letters and numbers emerges. This allows pseudonymization because it is impossible to return to the original email address from the MD5 code. “We can then determine the volume of data to be reactivated and communicate it to our client.”
Why call on EMB to reactivate an email database
Today, EMB provides several services of this type for clients of all types, including agencies and advertisers.
“A reactivation service at EMB can go quickly, between 24 hours a day, and up to a week. It depends on the volume of the audited database and the enrichment criteria requested ”
EMB has worked for some clients on databases with up to several million email addresses.
This article was originally published on EMB-Europe.
EMB allows us to reach customers to whom we do not normally have access.
A database editor leader for more than 15 years, EMB collects, enriches, and refines hundreds of millions of datasets to optimize your B2B and B2C digital marketing actions in France and Europe, contact us for more information about direct executive contact data in Europe.
Since 2001, EMB’s collection enriches and refines hundreds of millions of datasets to optimize your commercial actions for B2B and B2C. EMB, Kompass’s partner in contact data, is a major player in the field of interactive marketing and email marketing in Belgium and France, and in Western Europe in general. Activities include e-database management, which is centered on the enrichment and qualification of customers’ databases, email marketing, which sells services in the form of file hire, creation, and management of campaigns.
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