Data Source — Email

Learn how we process your 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. In this article, we'll walk you through how to integrate your account and which email attributes are available.

Integrate your account

First we need to connect your account, which will give us permission to retrieve transactions and customer profiles from your ecommerce platform. We've prepared a series of guides for integrating your email platforms.

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, segment and compare in Lexer Identify.

This is what we do with your data to achieve this:

Auto-validationWe check the format of the file, and the records in the file, to make sure they can be imported.
ValidationWe look at the data to make sure it’s what we expect it to be.
EnrichmentWe transform the data to turn it from what it is into a set of value-add attributes.
UnificationWe unify your transaction data to other data you have provided, as well as third-party data sets.
ImportWe 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.

Standard attributes

Lexer cleans and transforms your data into straightforward representations of the raw data, making it easy for your team to search, analyze, and activate.

Attribute CodeDescriptionValue
Email AddressThe customer’s email address.Necessary for continuing email marketing, and for further unification.
Opt-In StatusWhether the customer has opted in or out of messaging.Make sure you’re complying with privacy policy, and other regulations, by only communicating with people who want to hear from you.
Email SourceWhere 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.
Deliverable ListsMarketing lists a customer is opted-in to.Deliverable in Lists looks at customers' subscriber status, open rates, and click rates, to infer if they are suitable to receive marketing communications.
Undeliverable ListsMarketing lists a customer is opted-out of.Undeliverable in Lists looks at customers' subscriber status, bounce rates, and spam rates to infer if they are not suitable to receive marketing communications.

Value-add attributes

We take your data and enrich it, often combining multiple data points to make them more useful than they are on their own.

Attribute CodeDescriptionValue
Open RateWhat 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 RateWhat proportion of emails were clicked by the customer.Understand how often customers click your emails, to see how effective your email messaging is.
Sent CountHow 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 ClickThe last time an email was clicked.Understand the recency of engagement.
Date of Last OpenThe last time an email was opened.Understand the recency of engagement.
Email Engagement CategoryWhether 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 EmailWhether 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.

Customer ID

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.

Email address

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.

And that's it! Now that you know how we process your email data and which attributes we can build with it.