How we onboard email data
Lexer’s Customer Data Platform ingests data from a variety of sources, and one of the most common is email engagement data. Sending Lexer this data allows you to understand how customers engage with your emails, so you can make sure you’re communicating with them in the right way.
Integrate your account
Getting your data into Lexer is easy - simply integrate your email account through our handy Integrate tool, and we’ll do the rest.
Here is a list of services we currently integrate with:
- Connecting your Braze account
- Connecting your Bronto account
- Connecting your Campaign Monitor account
- Connecting your Emarsys account
- Connecting your Klaviyo account
- Connecting your Listrak account
- Connecting your MailChimp account
- Connecting your Sailthru account
- Connecting your Vero account
- Connecting your Vision6 account
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What we do with the data
Once you’ve connected your account, Lexer is then able to retrieve your email engagement data, create attributes from this, and allow you to, query, segement and compare in Lexer Identify.
This is what we do with your data to achieve this:
|Auto-validation||We check the format of the file, and the records in the file, to make sure they can be imported.|
|Validation||We look at the data to make sure it’s what we expect it to be.|
|Enrichment||We transform the data to turn it from what it is, into a set of value-add attributes.|
|Unification||We unify your transaction data to other data you have provided, as well as third-party data sets.|
|Import||We take the validated, enriched, and unified data, and import it into the Lexer product.|
What we build
Once we’ve retrieved your data, we will build a set of attributes you can query in Lexer. We either import it without transformation, or we change it so you can get more value from it. Here are the types of attributes we can build with this data.
Lexer clean and transform your data into straightforward representations of the raw data, making it easy for your team to search, analyze and activate.
|Email Address||The customer’s email address||Necessary for continuing email marketing, and for further unification|
|Email Source||Where the email address came from||Understand where your customers have come from, so you can find more, or better engage with the ones you have|
We take your data, and enrich it, often combining multiple data points to make them more useful than they are on their own.
|Open Rate||What proportion of emails were opened by the customer||Understand how often customers open your emails, so you can optimize their timing and subject copy|
|Click Rate||What proportion of emails were clicked by the customer||Understand how often customers click your emails, to see how effective your email messaging is|
|Sent Count||How many emails the customer was sent||Know how many times a customer has received an email from you, to help determine whether or not to continue marketing to them|
|Date of Last Click||The last time an email was clicked||Understand the recency of engagement|
|Date of Last Open||The last time an email was opened||Understand the recency of engagement|
|Email Engagement Category||Whether a customer opens, clicks, is opted out of, or converts from emails||See how customers engage with your emails, from not wanting to hear from you at all, to purchasing after emails are received|
|Converts Off Email||Whether the customer made a purchase within 48 hours of receiving an email||Find customers who are likely to make a purchase after receiving an email, and ensure the email is right for them.|
How we unify
The data we receive can be matched to first, second, and third party sources. This could be your own data, partner data, or public data sources. To match the data, we need certain fields to do certain jobs.
This field is typically used to match to your other data sources, such as Transactional and CRM platforms. If this ID is used across your business, it will be the field that links across all systems.
This field is used to unify your data to Twitter, enable activation on various sales channels, and can be used to unify your data to certain second and third party sources.
This field is used to unify on other data sets, such as Experian. Lexer transforms your mobile numbers to make sure they’re in a consistent format, ensuring the highest possible unification rates.
The volume of data being sent from each platform’s respective API will affect the time it takes to extract it. If we trying to extract a large amount of data, it’s worth noting this could take a while, and has the potential to fail. This is based on each platform’s ability to send across the data Lexer are asking for, within a reasonable time, and without becoming overwhelmed.
Some email service providers also restrict the amount of campaign data that’s made available, so Lexer can generally retrieve engagement data (i.e. opens and clicks) for two weeks after a campaign is first sent, before we stop getting updates.