Email Data Dive

Email Data Source has just released a new version of our flagship product, Email Analyst, which now includes the unique reach of any of the senders we track, organized by month, week, or day. For the first time, brands and publishers can do a direct side by side comparison of their relative list sizes and reach. The reach data is pulled from the EDS panel of over 600,000 active inboxes.

EDS is excited to be able to offer this data to the email marketing community for first time ever.

Below is a series of screen shots which show how the new data appears in the tool: 



In the above image, we see senders listed by Monthly Unique Reach. As you can see, Apple Computer has the largest reach for the last 30 days. Clicking on the senders name reveals another level of detail, showing the individual lists from that sender: 




And finally, by clicking on the "Details" link, we can see all the Apple email campaigns along with their Reach and the Inbox Delivery: 

It has been 2 months since we added Panel Data to Email Analyst and after showing it to clients and prospects, it is clear that the data we are pulling on reach and inbox placement for any campaign is extremely accurate.

Recently we've start showing the data to brands who were surprised at some of their low delivery numbers. They were able to confirm the low delivery with their ESP's, so we thought it would be good to start publishing some of the brands with the worst delivery. Here is a sample to get started. Look for more posts soon: 

thestreet.com: less than 75% inbox placement at Gmail

adobesystems.com: less than 75% delivery at Yahoo for first and last week of April

advancetaken.com: less than 50% delivery at AOL. Less than 25% delivery at Yahoo and Gmail.

amoureux.com: less than 50% at Gmail and Yahoo.com

Astrology.com: less than 75% at Gmail

babyfit.com: less than 50% at Yahoo

backpacker.p0.com: less than 50% at Yahoo for last 2 weeks.

bankratemail.com: less than 50% at yahoo first week in april, less than 75% last week in april

barchart.com: Less than 50% at Yahoo, less than 75% at AOL

bellagio.mgg01.net: Less than 50% at AOL 3rd week in April

bergdorfgoodmanemail.com: less than 75% on Gmail

bettingasabusiness.com: less than 50% at Gmail, less than 75% on AOL

beveragedaily.com: less than 75% on Yahoo.

bhg.bhgscrapbooksetc.com: less than 75% on Yahoo 3rd week in April

biospace.com: less than 75% on Yahoo

blockbuster.com: less than 75% on Gmail last week of April

ChateauOnline: less than 75% on Gmail and Yahoo

brainteaserarchive.com: less than 50% on Yahoo and AOL

buzz.biglots.com: less than 50% on Yahoo last week of aprilthestreet.com: less than 75% inbox placement at Gmail

Here is a list of the top 10 tweets for April, based on reach.

1. The White House: #Malaria kills ~1,000,000/yr. Here's our 6yr strategy to fight back & #endmalaria http://bit.ly/awMQbO #worldmalariaday

Total Reach: 15,407,784
Number of Times Retweeted: 1,113

2. Ryan Seacrest: you've seen the tweets for #worldmalariaday...take part! RT to raise awareness, donate to save lives: http://bit.ly/aDaKVu

Total Reach: 12,753,911
Number of Times Retweeted:400

3. Souljaboytellem: ALL my fans tweet a question here before I go to billboard today :) http://bit.ly/aR6l2u

Total Reach: 8,702,348
Number of Times Retweeted:71

4. TheEllenShow: If you’ve ever wondered what happens during commercial break at Idol, @RyanSeacrest & I are answering questions. http://su.pr/5EDt9V

Total Reach: 7,531,218
Number of Times Retweeted:49

5. KimKardashian: I got naked for Harper's BAZAAR! http://bit.ly/cxnZ6C So empowering!

Total Reach: 6,926,118
Number of Times Retweeted:323

6. TheOprahShow: @KimKardashian texting and driving is outrageous.... Take our #nophonezone pledge --> http://bit.ly/8Ljxbb

Total Reach: 5,076,569
Number of Times Retweeted: 170

7. BarackObama: RT @WhiteHouse #Malaria kills ~1,000,000/yr. Here's our 6yr strategy to fight back & #endmalaria http://bit.ly/awMQbO #worldmalariaday

Total Reach: 4,682,631
Number of Times Retweeted: 167

8. britneyspears: Are you voting for Brit in FHM’s 2010 Sexiest Women In The World? http://bit.ly/britfhm -Adam, Manager

Total Reach: 4,655,610
Number of Times Retweeted: 70

9. zappos: About to livestream our 1st #deliveringhappiness happy hour - grab a drink! 5 PM PST: http://ustream.tv/deliveringhappiness

Total Reach: 4,576,656
Number of Times Retweeted: 17

10. peoplemag: Sneak Peek: Inside @Justinbieber's PEOPLE cover! http://ow.ly/1vHow

Total Reach: 4,098,466
Number of Times Retweeted: 662

Email Data Source will be publishing overviews of different brands email marketing efforts. Today we look at Bath and Body Works.

Below is a list of all the subject lines used by Body and Bath works for March, along side of the approximate percentage of their list each email was sent to. Their biggest campaign for the month had the suject line "Free PocketBac, $6 Wallflowers & Free Shipping. Details Inside!".


Their highest traffic day to the site was on March 8th on the day they sent this email: "Limited Time Only: New! Moonlight Magic "






$1 Shipping Today Only! + New Sweet Pea Forever! Details Inside.        35.82%
$15 Off + $3 Shipping. Details Inside.                        41.88%
$2 Shipping + New Brands for Beautiful Hair! Details Inside.            4.12%
$3 Anti-Bac + $1 Body Lotion. Details Inside.                    0.54%
$6 Hand Cream & $3 Anti-Bac | Breathe is Back Online!                3.30%
$6 Wallflowers + Free Shipping. Details Inside.                    20.76%
$6 Wallflowers, $3 Anti-Bac & Free Shipping. Details Inside!           5.82%
2 Days Only! $1 Shipping + $6 Wallflowers! Details Inside.            78.45%
2 for $20 Candles + Free Shipping! Details inside.                0.24%
2 for $20 Candles, $3 Shipping, Breathe is Back Online! Details Inside.   10.90%
20% Off - Details Inside. Ends Sunday!                        7.80%
20% Off + $3 Shipping. Details Inside.                        4.52%
20% Off + Free Shipping. Details Inside.                    4.37%
20% Off Any Purchase - Ends Sunday!                        75.71%
3 Steps to the Perfect Fragrance Experience & Spring Break Essentials!        0.22%
Classic Deals - Online Only. Details Inside.                    11.27%
Dry Hands? Get Relief with Hand Cream Offers Inside.                71.93%
Ends Today! $15 Off + $3 Shipping. Details Inside.                34.65%
Ends Today: Free Shipping & Presidents' Day Sale! Details Inside        1.49%
Free Gift For New Store at Festival Marketplace!                0.24%
Free Home Fragrance Item - Kenwood Towne Centre. Details Inside.        0.30%
Free Item + $3 Shipping. Details Inside.                    5.34%
Free Lip Offer and $3 Anti-Bac! Details Inside.                    86.18%
"Free PocketBac, $6 Wallflowers & Free Shipping. Details Inside!"        100.00%
Free Shipping + New Moonlight Magic! Details Inside.                49.04%
Free Shipping + Presidents' Day Sale Ends Monday! Details Inside.        0.48%
Free Shipping! New Fragrances! Details Inside.                    0.83%
Introducing Patricia Wexler, M.D. Dermatology - Special Offer Inside!       0.20%
Limited Time Only! Sweet Pea Forever + $1 Shipping. Details Inside.        54.66%
Limited Time Only: New! Moonlight Magic                        69.72%
New Spring Fragrances + New Improved Anti-Bac!                    0.70%
New! FitFlop Styles + Free Shipping. Details Inside!                11.79%
New! Moonlight Magic + Free Shipping. Details Inside.                35.18%
New! Orange Sapphire | $6 Wallflowers + Free Shipping. Details Inside.        92.13%
New! Orange Sapphire, $6 Wallflowers + Free Shipping! Details Inside.      20.87%
Presidents' Day Sale: Buy 3, Get 3 Free Signature Collection + More!"       0.28%
Retinol is Here! Free Shipping Offer. Details Inside.                11.25%
Spring is in the Air! Home Fragrance Deals Inside.                15.88%
Today Only! $10 C.O. Bigelow + Free Shipping! Details Inside.            22.83%
Today Only! $8 Aromatherapy + Free Shipping. Details inside.            28.29%
Today Only! Free Shipping on Any Order!                        14.77%
Try New Summer Vanillas for $1 + $6 Wallflowers                    73.07%
Try Orange Sapphire for $1 + Free Shipping! Details Inside.            16.98%
Try Our Newest Fragrance Orange Sapphire for only $2!                0.21%
Upgrade Your Body Lotion Free! Details Inside.                    0.31%
Wallflowers on Sale + Free Shipping. Details Inside.                17.50%
Welcome to Bath & Body Works! (Free Travel Size Offer Inside!)            0.61%

Body and Bath Works Inbox Placement is very good although there were problems in March with delivery to Gmail accounts. The problem seems to have been corrected by April.

Achieving Twice the Traffic with 1/3rd the List
Proflowers Wins the Valentine's Day War through Testing, Segmentation, and Re-engagement


February 11^th, 2010 was the key web traffic day for Valentine’s Day flower shoppers. All the major online flower vendors achieved their major holiday traffic spike on that day. A close examination of the data utilizing the Email Data Source tool, Email Analyst, suggests that Proflowers was able to achieve extraordinary success with an email strategy that relied heavily on targeted and segmented email campaigns tied to exhaustive testing of creative and an agressive WinBack campaign strategy.

According to the Alexa web reach per million measurements, Proflowers achieved 71% more traffic than 1-800-Flowers and 126% more than FTD on their peak traffic day leading up to Valentine’s Day.

An examination of the emails campaigns sent during February monitored by EDS and the EDS panel of active inboxes reveal that these traffic gains were achieved despite the fact that the average reach of their email campaigns in February was one third the reach of their top competitors during the same time.

Re-engagement:

A significant campaign strategy was an agressive series of Winback campaigns leading up to the Valentine's Day holiday.  Proflowers ran at least 7 reengagement campaigns just before Valentine’s Day, a strategy that does not seem to be echoed in their competitor's strategies.

Below are the subject lines and dates of the re-engagement campaigns Proflowers ran:

Jan 25^th: We Haven't Seen You in a While... Come Back for 10% off

Feb 1^st: $19.99 Valentine's Day Flowers to Win You Back! Order Soon to Avoid Rush Charges.

Feb 2^nd: Can Cupid Bring Us Back Together?

Feb 8^th: $19.99 for 18 Assorted Roses, Come Back!

Feb 8^th: $19.99 Tulips or Roses, Come Back to Us!

Feb 8^th: Will You Come Back to Us for 20% off? Expires Wednesday!

Feb 10^th: Last Chance! 47% Off if You Come Back Now

Segmentation and Subject Line Testing.

In addition to re-engagement campaigns, Proflowers engaged in a strategy of segmentation, targeted emails, and creative cycling.To illustrate, below are the subject lines for 10 different campaigns that Proflowers ran on February 8th, along with estimations of the relative sizes of each audience segment.

(The percentage numbers are for estimates based on panel data and do not necessarily reflect the actual percentages of the Proflowers list. The numbers were calculated with the following assumptions: the campaign with the largest reach was scored as 100% of the list and all other campaigns list percentages were based off of that).

Below are the subject lines for all the emails sent by Proflowers on Feb 8^th along with their estimated percentage of list. Notice there are 3 re-engagement campaigns:

$19.99 for 18 Assorted Roses, Come Back! (7.76%)

$19.99 for 18 Assorted Roses, Last Chance! (20.47%)

$19.99 Tulips or Roses, Come Back to Us! (7.2%)

$19.99 Tulips or Roses, Last Chance for Valentine's Day! (15.67%)

20% Off at ProFlowers just for RedEnvelope Customers (7.76%)

Bouquets From $19.99. Give Great, Save Great. (32.60%)

Last Chance for Long Stemmed Red Roses at $39.98 (13.41%)

Last Chance for Long Stemmed Red Roses at $39.99 (3.95%)

Thanks Again. Please Accept These Special Savings. (4.66%)

Will You Come Back to Us for 20% off? Expires Wednesday! (8.04%)

 

In contrast, Proflowers competitors sent out far fewer emails to a larger percentage of their list. For comparison’s sake, the following campaigns were sent by 1-800flowers on the same day (using the same percentage of list calculation):

 

Free Shipping on Gift Baskets starting at $29.99 - lock in today's prices (17.82%)

Free Shipping: 3 Bouquets only $29.99 each - Limited Supply (56.02%)

Free Shipping: Long Stem Red Roses with FREE Ruby Vase - While Supplies Last (74.24%)

Has it been a year already? (1.96%)

 

Delivery

 

Regarding Inbox Delivery, Proflowers emails had very good delivery with over 90% inbox delivery for AOL, Yahoo, and Gmail, compared to top competitors who achieved less than 90% delivery to the same ISP’s during the same period.

Summary: Studies from Forrester have shown that segmentation of lists can achieve a much higher ROI than batch and blast strategies. Research from EDS, using the EDS live panel data seems to bear this out.

Zale Corp
Rated #185 in the 2009 Internet Retailer 500 with $56,000,000 in 2008 Web Sales.
Twitter Account: ZalesDiamondGal
Current Followers: 464
Follower Growth (last 30 days): 12%
Number of Influencers (last 30 days): 3
Top Influencer (last 30 days): @WicksnCandles


Average Reach of Twitter Offers (last 30 days): 510

Twitter Offer with Highest Reach (last 30 days): 1357 (June 5th, 2010): "

wants to read about your Love Story! Share a special memory today. http://bit.ly/5M5p3y

"



Highest Reach since EDS has been tracking: 24,365 (11/18/2009): "

THX to everyone tweeting about The Shared Heart Collection http://bit.ly/2lSwS Support @autismspeaks and #Zales this Holiday Season!

"

Analysis:

Zales promotes heavily in both the Email and Twitter channels. There is a close association between email/twitter promotions and traffic going to the Zales web site based on Alexa Web site traffic. Valentine’s Day promotions have been featured prominently in both Twitter and Email offers throughout January, 2010. Zales has averaged 13 Twitter campaigns in the last 30 days, often Twittering more than one a day. While the follower count and reach of the Twitter offers is relatively low when looking at the Retail sector in general, Zales leads in both Follower Count and Reach of Twitter messages in their category:  Jewelry and Watches.

 

Significantly, Zales achieved its highest reach (since we began tracking them) on November 18^th, an offer that was retweeted 8 times and increased their average reach by over 4500%. The offer was in support of a charitable contribution to @AustismSpeaks.  It is clear that tying Twitter offers to worthy causes can dramatically increase the reach of the message and the number of times it is reTweeted.

Definitions: 
Only Twitter offers containing a link to an offer page are monitored by EDS. Influencers are defined as those individuals who retweet the offer. Reach is defined as all the followers of the brand at the time of the Tweet, plus the total followers of everyone who retweeted the offer.

All Data is supplied by Email Data Source, through the EDS email and twitter monitoring tool, Email Analyst. To learn more, please go to www.emaildatasource.com or contact Bill McCloskey at bill@emaildatasource.com, or call 212-514-8900.

Zazzle.com Inc
Rated #195 in the 2009 Internet Retailer 500 with $52,224,000 in 2008 Web Sales.

Zazzle is an online retailer utilizing both Twitter and Email to drive traffic to their offers. For the last 30 days (as of 1/25/2010), Email Data Source monitored nearly 2,000 Twitter posts sent by two Zazzle Twitter accounts: ZazzleWedding (1871 posts) and Zazzle (121 posts)*.

ZazzleWedding currently has 1,082 followers, and has grown 10% since 1/1/2010

Zazzle currently has 12,091 followers and has grown 3% since 1/1/2010.

Zazzle currently has 21 influencers**

Top Influencer for the last 30 days was @rcbonayatwork.

Tweet with highest 30 day reach*** (26,192) was sent 1/7/2010 and was retweeted 3 times: "Yay! RT @ljlhdesigns: SWEET! Just sold 20 customized copies of this card on @Zazzle!!! http://bit.ly/8jH4Gx"



*Only Tweets that contain a link to a Zazzle.com offer are measured.

**An influencer is defined as a Tweeter who rebroadcasts/retweets a Zazzle Tweet Offer.

***Reach is defined as all the followers of the brand at the time of the Twitter offer plus the followers of anyone who retweets the offer.


To learn more about Twitter Monitoring from Email Data Source, please go to www.emaildatasource.com or contact Bill McCloskey at bill@emaildatasource.com, 212-514-8900.

Here are some of the Top Twitter offers over the last 30 days based on overall reach of each offer. (All data from Email Data Source's social monitoring tool, Email Analyst):

1. Brittney Spears

Tweet: Check out our countdown of the Top 75 BULLS#!T media stories written about Brit this year at http://www.britneyspears.com/rumors -Adam Leber

Reach: 4,044,316
Retweeted: 12 times

2. WholeFoods

Tweet: "Our friends at @AmericanExpress are offering cash back when you shop w/ us on your AMEX! Details: http://bit.ly/5sLJ3V"

Reach: 3,222,352
Retweeted: 4

3. People Magazine

Tweet: "Guess who's going to guest star as Ted's new love interest on How I Met Your Mother! http://ow.ly/TkVJ :

Reach: 2,968,526
Retweeted: 62 times

4. Marvel

Tweet: "@madfrog0 Bam: http://is.gd/5GJCb "

Reach: 2,962,153
Retweeted: 15 times

5. Etsy

Tweet: "@Threadless @UniformProject @GenerationTee - Look at what happened to the T's! photos from Etsy Craft Night http://bit.ly/5SGHGr "

Reach: 2,645,549
Retweeted: 3 times

6. Rachel Zoe, Inc

Tweet: "beautiful video! rt @mrskutcher Thank you for sharing your Love Desires & Wants! http://bit.ly/6yRtnz #wanted"

Reach: 2,537,465
Retweeted: 4 times

7. Time Inc. (StyleWatchMag)

Tweet: "Lindsay Lohan is accused of copying designs for her line, according to @WWD. http://ow.ly/THIY"

Reach: 2,129,732
Retweeted: 15 Times

8. Martha Stewart Living Omnimedia Inc.

Tweet: "http://bit.ly/8SI1Wu Did you ever wonder what a luxury suite looks like at the Wynn in Las Vegas? "

Reach: 2,047,955
Retweeted: 2 times

9. NBA Media Ventures, LLC (Houston Rockets)

Tweet: "RT @NBA #NBATix Pick @HoustonRockets Guys Night Out Wednesday: 2 Tix, 2 Dogs, 2 Drinks & 2 T-Shirts. Starting at $52: http://bit.ly/8LB7Uj"

Reach: 1,766,586
Retweeted: 3 times

10. Zappos.com, Inc.

Tweet: "NY Times interview on Zappos culture, interview questions, and weirdness - http://bit.ly/5RGVGM "

Reach: 1,746,213
Retweeted: 80 times

In a current Blog post, interactive advertising guru Joseph Jaffe provides an impassioned rant in which he calls for the banning of Twitter at conferences. Jaffe’s argument seems to be two fold (Jaffe's Blog Post). One, that it is unfair to conference organizers (and those attending) for those not attending to receive blow by blow coverage  of an event they did not pay for. But his main frustration is aimed at those who make fun, ridicule, or exhibit bad manners via real time tweets against the people presenting on stage.

Now, I’ve known Joseph for over 10 years, consider him a friend, and admire him as a thinker, but he is way, way off base on this one. Jaffe either “gets” social media or he doesn’t, and I think in this case he clearly is missing the boat.

In the first place, the idea of banning Twitter from a conference is ludicrous: that horse left the barn a long time ago. The genie is out of the bottle and there is no putting it back. Twitter and conferences are joined at the hip and to think that one can either ban, stop, or censor those audience members from Twittering their comments illustrates a lack of understanding about how ingrained this technology has become.

Second, it is a bit ingenious for marketing gurus who extol the virtues social media to their clients and the importance of engaging their customers in a real time dialog to balk when the social media eye is pointed at them.

Jaffe sees this trend as the end of conferences. On the contrary, it may be the thing that revitalizes conferences: too many presentations are slapped together, are thinly disguised sales pitches, or are, at worst, ridiculous blather that is pontificated from up on high and rarely goes challenged.

I can tell you, I have heard my share of preposterous statements being made by people whose only hands on experience is writing a book, and whose “theories” of interactive marketing are not based on any type of practical examples or tests, but just the latest buzz words designed to sell books and jack up speaking fees. These people need to be challenged and called to the mat. And Twitter provides the outlet for that.

If you are afraid that what you say will be ridiculed, perhaps you need to examine what you are saying, or engage your detractors in dialog. In other words, do exactly what gurus like Jaffe advise their clients to do: listen, engage, respond.

Twitter Case Study
Brand: Marvel.com
Market Sector: Publishing and Printing

This is the first in a series of blog posts where I will be examining the data we are receiving from the new Twitter monitoring tool we have added to Email Analyst. While the tool has only been gathering data for the last few weeks, the insights into Twitter as a marketing channel are fascinating.

Background: on November 4^th, 2009, Email Data Source launched a Twitter monitoring tool that is incorporated into our Email Analyst product. Now marketers can view not only competitive email offers and metrics, but also Twitter offers as well.

A Different Approach: we are approaching the field of Twitter monitoring like any other media channel, reporting on reach, frequency, and effectiveness of each Tweet offer. We are archiving the landing page associated with each offer, just as we would archive the email message. We also report on the top influencers driving traffic to that landing page offer. Each tweet has a unique reach number, rebroadcast  number, and number of influencers.

Currently the entertainment brand Marvel is the top brand we are tracking. We use a unique tracking number (based on followers of the brand, the number of influencers and their followers, the frequency of tweeting offers)  to rank the brands.

Marvel is currently ranked #1 in our tool with a ranking number of  67,599,195. This means that since we have been monitoring Mavel (a little less than a month) over 67 million eyeballs have been potentially exposed to a Marvel offer and landing page. Quite astounding.

Let’s break it down further:

On November 17^th, Marvel put out this tweet:

Whilce Portacio Returns To Marvel To Begin THE FALL OF THE HULKS! http://is.gd/4Xpnr Check out some brand new preview art!

And here is the landing page it went to:

The total number of followers of the Marvel twitter account at the time of the post was 43,284. But 5 “influencers” rebroadcast (retweeted) the offer and the landing page:

1.       phendragon   added 401 followers

2.       valdezign added 1,342 followers

3.       Superquattrone added 3,399 followers

4.       ryanpthompson added 2,320 followers

5.       And Agent_M (who is the editor of Marvel.com added a whopping 1,351,467 followers.

This brings the total reach of the Marvel Twitter promotion to 1,402,213. The influencers in this case increased the reach of the Marvel message by over 3,000% (albeit a hefty chunk of that came from Marvel.com’s editor).

 

A dive into Agent_M reveals additional info. Agent M’s influence is on the rise. Take a look at how his influence has grown over the last month in the chart below:

 

You can also see that Agent_M also retweeted for other sites such as Itunes and Flickr.

When determining the overall most important influencers for Marvel, we look at both the number of times the Tweeter has rebroadcast Twitter offers for the brand (frequency) and the total number of followers at the time of each rebroadcast (reach) to get a total influence ranking number for the last 30 days.

 

There are currently 229 influencers for the Marvel brand. The top five include:

 

1.       Agent_M with an influence rating of 59,707,965

2.       BJMendelson with an influence rating of 964,213

3.       BRIANMBENDIS with an influence rating of 122,544

4.       geekgirldiva with an influence rating of 15,080

5.       And heyuguysblog with an influence rating of 13,088

If you would like to find out more about this study, or receive a demo of Email Analyst with Twitter monitoring, contact me at bill@emaildatasource.com or go to our site: www.emaildatasource.com

Yesterday I spoke at the Inbound Marketing Summit, a conference that focuses on social media as a channel for inbound leads. Interesting speakers and an engaged audience, it was interesting to interview the vendors in the social media space.

Many of the vendors provide tools to monitor the social media space and let you know who is talking about your brand, using sophisticated contextual analytics tools to determine intent: are people speaking positively about your brand? Negatively about your brand? Or is it neutral. I asked each of the vendors: so knowing this information, what do I do with it? How do I make money from this info. The typical response was to throw the question back in my face: "If you had this data, what would YOU do with it?".

My response was: "I'm not sure, which is why I'm asking you."

With email marketing, the answer is a bit more straightforward, as I mentioned in the panel I was on: email has a $44 return on investment for every dollar spent. Each dollar you spend inproving your deliverability, growing your list, or improving your creative will be returned multiple times in increased revenue.

Next week, I'll be speaking at the ExactTarget users group meeting in Indianapolis and I'll be discussion social media and email and how the two go hand in hand. We'll also be pulling good and bad examples of email creative from Email Analyst and having a team of experts critique the examples.

I admit to being a data hound. I remember back in 2004 when we first over laid a brand’s website traffic and compared it to the days they sent email out. The connection between email and spikes in traffic was clear and apparent. The ability to monitor email marketing success stories from a competitive standpoint was finally possible.

My data jones has been re-awakened lately with some of the new data mining tools we’ve added to the Email Analyst product. A key new search feature is the ability to search the redirect stream for redirect domains. Suddenly all the relationships between ESP and their clients, Affiliate networks and their mailers, affiliates, and their offers, and the inter-relationships of competing affiliate networks working together to deliver leads to an offer are revealed for the first time.

This data helps ESP’s identify prospects, Affiliates identify partners and offers. And advertiser identify where middlemen may be employed without their knowledge to deliver leads to their offer page.

This new data will be the subject of future blog posts as I reveal and throw back the covers on the hidden part of email marketing.

 

Stay tuned.