Recap from MPEIS: More Data to Love with TowerData

Oh, the weather outside is frightful but the Email Insider Summit is so delightful! It’s only day three of MediaPost’s email marketing event in Park City, Utah and we’ve already seen a ton of great announcements, panels, and roundtables (not to mention a couple curious deer).

First and most exciting for us was the great discussion about the integration of Rapleaf services with TowerData as part of the acquisition earlier this year. Rapleaf’s industry-leading Email Intelligence now joins TowerData’s own suite of Email Validation and Email Append products.

“Both Rapleaf and TowerData understand the challenges of modern email marketing and want to make it easier for every marketer to send amazing emails,” explained Rapleaf CEO Phil Davis in a recent TowerData blog. “Now with our integrated services, email marketers can access all the data and validation tools they need in one place.”

We’re looking forward to introducing our customers to TowerData’s solutions as well as bringing our industry-leading consumer data to the TowerData family.

Yesterday was also a big day for Rapleaf on the EIS stage as we organized a rapid fire Q&A on all things email in the morning and our CEO took part in a panel on re-engaging inactive subscribers in the afternoon.

In the Q&A, preheaders quickly became a topic of consideration. Bissell Homecare’s eCommerce Programs Manager Alysson Reagan stated that preheaders are only going to get more important as more and more consumers view their incoming emails on mobile devices. As we’ve said before, the preheader and subject line are a perfect place to start personalizing with third-party data.

At the talk on Managing Inactives, panelists debated the pros and cons of reaching out to your inactive subscribers. What defines an inactive email address? How many re-engagement emails is too many? Should you offer opt-out or opt-down?

Rapleaf’s Phil Davis posed the tough question: “How can you tell when an email is inactive on just your list or inactive overall?” Interestingly enough, TowerData’s Email Intelligence can help out with that one…

Overall, the Email Insider Summit this year, though chilly, has been a blast with great enthusiasm about our acquisition, great conversations about the current (and future) state of email marketing, and great deer sightings from our bedroom window.

See you next year, Deer Valley!

For more info on Rapleaf’s acquisition by TowerData, check out the official announcement here.

If you have any questions about the acquisition or just want to chat about data with us, feel free to email [email protected].