The Reported Death of Email Has Been

Greatly Exaggerated
Examining email as an identity marker
 After a newspaper erroneously reported his demise,
Mark Twain famously exclaimed:

“The report of my death was an exaggeration.”

Paul McCartney mounted a similar defense in the 1970s.

Now, it’s email’s turn.

Some marketing technology pundits are prematurely penning

the obituary of the use and utility of email in marketing, claiming
it’s oversaturated and just outdated when compared to social,
programmatic and mobile channels.

In truth, email is more viable and vital than ever — but for
an entirely different purpose than communicating with custom-
ers and leads. Email is perhaps the most valuable digital identity
marker — it’s the key piece of information needed to de-ano-
nymize a consumer and tie together disparate pieces of a con-
sumer’s identity.

With it, you can:

• Identify inbound consumers

• Scale outbound digital campaigns
• Improve digital and social engagement
• Drive marketing attribution

eBook | The Reported Death of Email Has Been Greatly Exaggerated 2

 THE CRITICAL ENABLER
We live in a digital world. USPS volumes are less than half of
what they were a decade ago. Social and digital media advertis-
ing have doubled worldwide over the past two years (Interactive
Advertising Bureau and PWC, 2018). People across all age groups
are paying bills, researching brands, conducting business and
communicating online.

Email addresses are the essential identity

enablers across these activities, as the majority of
online transactions and apps require email-anchored
account setup and management.

Consumer identity management experts can link

a single email address to a host of other identity
markers, such as other email addresses, names, phys-
ical addresses and phones to create complete, robust, linked
identity records of prospects and customers. They can add pro-
files containing personal preferences, and life stage attributes as
well as demographics, income, purchase patterns and more, to
uncover their propensity to buy.

Following, are a few examples of how marketers leverage

email identity markers to get the greatest returns.

eBook | The Reported Death of Email Has Been Greatly Exaggerated 3

 Use Case:
DIGITAL AND SOCIAL MARKETING
The average consumer today has at least three email accounts
— some for banking and personal communications, and others
for social media platforms, for example. Marketers need all
these addresses for effective social media targeting and op-
timal ad match rates.

Similarly, having multiple email addresses per consumer helps

target the right programmatic ads to the right people at the right
time across the web. The more, the better for increasing scale,
reaching top prospects and eliminating the waste of targeting
the wrong audiences.

Even better, you can work with an expert partner to leverage

identity data to achieve the optimal mix of audience quality and
quantity.

JOSE RODRIGUEZ JOSE RODRIGUEZ

jrodrig@email.com jrodrig@email.com

------unknown------ jr123z@email.com

------unknown------ joserod@email.net

------unknown------ joro33@email.edu

DIGITAL REACH 20% DIGITAL REACH 100%

eBook | The Reported Death of Email Has Been Greatly Exaggerated 4

 Use Case:
INBOUND MARKETING mgarcia@email.com

It’s the new rule of thumb: The less information you ask for Maria Garcia
during a lead generation engagement, the higher your conver-
sion rates.
312-555-1234
CONVERSION RATE BY NUMBER OF FORM FIELDS
30%
312-555-4321
25%

20% 422 N Main St.

15%
Chicago, IL
10%

5%

0%
10 9 8 7 6 5 4 3
Hubspot.com landing page study - https://blog.hubspot.com/blog/tabid/6307/
bid/6746/which-types-of-form-fields-lower-landing-page-conversions.aspx

Working with the right consumer identity management partner,

you can transform a single email address into the maximum
amount of information available for a given consumer
including name, address, phone and other email addresses.

Even create profiles based on demographic, psychographic

and purchase history attributes. You can also use email iden-
tities to direct your best inbound leads to the top agents in your
sales funnel and eliminate poor quality or suboptimal leads.

eBook | The Reported Death of Email Has Been Greatly Exaggerated 5

 Use Case:
OUTBOUND MARKETING
Email identity markers are the key to more intelligent omni-chan-
nel outbound marketing. Consumer identity management ex-
perts can instantly append multiple email addresses to your
best consumers — eliminating wasteful spending and driving
up ROI across your campaigns.

One email address can unlock an expansive profile

that tells you how to best interact with your ideal con-
sumers based on attributes such as age, home value,
auto ownership history and many more.

You also gain better information for smarter

remarketing and segmenting.

HOME VALUE MOVED INTEREST

$250,000 Recently Travel

AUTOMOBILE EDUCATION INTEREST

Ford F150 16 yrs Fitness

INCOME CHILDREN INTEREST

$80,000 >2 Reading

eBook | The Reported Death of Email Has Been Greatly Exaggerated 6

 angelam@email.com
Use Case:
BUILDING A FIRST-PARTY IDENTITY GRAPH 312-555-1234

With multiple email identities, you have the power to create

valuable links across your own disparate internal databases. By
piecing together fractional information, you gain a single,
comprehensive view of consumers for strategic analytics and
amartin@email.com
modeling that improves ROI on future efforts.

312-555-4321
Use Case:
MARKETING ATTRIBUTION
Attribution is key to a strong marketing strategy. By linking mul-
tiple email addresses to consumers’ phone numbers and phys-
ical addresses, you can see clearly who responds to particular
campaigns and accurately attribute conversions — regardless of
whether they came via email, call, click or in-store visit.

You’ll learn answers to crucial questions:

• Which marketing channels and campaigns deliver the most

bang for your buck — and which should you abandon?

• How should you adjust messages and mediums moving for- am22@email.com
ward?

• How can you improve targeting and retargeting? 422 N Main St.

Chicago, IL

eBook | The Reported Death of Email Has Been Greatly Exaggerated 7


The Consumer Identity Management Experts
One Lincoln Centre
18W140 Butterfield Rd, Ste 1020
Oakbrook Terrace, IL 60181
infutor.com
(312) 348-7900
eBook | The Reported Death of Email Has Been Greatly Exaggerated
WHY INFUTOR?
As the consumer identity management experts, Infutor main-
tains an expansive, linked Identity Graph, consisting of over 255
million multi-sourced individuals with 97.5 million daily updates
to ensure up-to-the-minute accuracy. We also maintain over
500 million digital identities and 30+ years of historical identity
assets, including unique access to offline deterministic referen-
tial data sources such as home ownership and auto ownership
histories.
Leveraging our powerful Identity Graph, marketers gain the
most complete, up-to-date information about their consumers
and prospects.
8