Yesmail Enhances E-Mail Records With Offline Data
The enhancements bring more than 700 offline data elements including demographic, lifestyle and behavioral information to the database, according to the Chicago-based firm.
In addition, Yesmail implemented a predictive scoring model to better target marketing efforts.
The newly enhanced file underwent six months of testing prior to its release.
"This depth of data helps our clients to identify the most appropriate audience to receive their offers and makes significant improvements to the level of personalization that can be achieved, driving increased relevancy to the offer itself," Dave Linhardt, senior vice president of data services for Yesmail, said in a statement.