Kira Wampler had previously been chief marketing officer for ridesharing app Lyft.
eSpend Score measures likelihood to spend through the e-mail channel at a particular e-mail address.
Miami, FL—February 6, 2013—FreshAddress, the premier provider of email database services, announced the launch of its email scoring and segmentation service, eSpend Score. eSpend Score measures likelihood to spend through the email channel at a particular email address.
“With eSpend Score, FreshAddress is leveraging over 30 data points and fourteen years of expertise to create a powerful segmentation tool for marketers, enabling them to drive targeted messaging across all their email lists.” said Austin Bliss, FreshAddress President.
eSpend Score is a number from 0–100 assigned to a customer at a particular email address. It allows marketers to target top spenders at their active email addresses while nurturing less attentive and/or lower spending customers with special offers. The eSpend Score combines predictive customer purchase attributes with predictive engagement metrics tied to specific email addresses. In testing, the score successfully grouped customers with similar engagement and spending responses, including a segment that consistently proved 30% more likely to spend than the other groups.
“Email marketers might have the best customer in the world, but if they can’t engage properly with that customer at a particular email address then they are leaving valuable revenue on the table,” Bliss said. “By using eSpend Score marketers can now effectively extract the maximum ROI from each and every email address.”
High eSpend Scores indicate a greater likelihood to engage and spend. Marketers can capitalize on these customers to drive revenue by offering them premium products and services, add-ons, and upselling. Marketers can nurture lower-scoring customers, offering them explanatory information and the deepest discounts or giveaways – like free shipping on any order.
For more information on eSpend Score, visit www.freshaddress.com/espendscore
FreshAddress, Inc., The Email Address Experts™, helps companies and nonprofits build, clean, and update their email databases to maximize deliverability and revenues. FreshAddress offers a range of email database services including its SafeToSend™ Deliverability Solution, patented Email Change of Address (ECOA), Email Appending, and Postal Appending. Thousands of companies have entrusted their customer and donor databases to FreshAddress, including over 20% of the Fortune 50 firms and many of America’s leading nonprofits. FreshAddress services are also offered through partner channels including ESPs, marketing agencies, data solutions providers, and list management and brokerage companies. The privately-held company was founded in 1999 and is based in Newton, MA. For more information, visit www.freshaddress.com.