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August 8th, 2022

How to Supercharge Email Deliverability, Prevent Hard Bounces, and Protect Your IP Reputation

If enterprises and contact centers don’t know which email addresses their consumers are currently using, their outbound call operations suffer, and they may even find they are not complying with regulations if protected personal information is sent to the wrong reciptient. In addition, a tripped SPAM trap could negatively impact their IP reputation, and revenue from a consumer in arrears may go uncollected. In addition, sales opportunities might be lost to more nimble competitors.

As part of our Meet the Expert series, we interviewed Senior Product Manager, Jenna Munoz, who helps contact center and collections organizations maintain compliance, while outlining effective contact strategies for them. 

She talked about how more and more consumers want self-service options that are fast and efficient. That’s why email communications are becoming increasingly popular. But email identity changes frequently and it is difficult to keep up with all those changes. Neustar Email Intelligence helps bridge that gap for contact centers through the use of behavioral insights. Below are her responses to our questions. 

Tell me a little bit about the products that you work on.


One of the things I'm really excited about right now is email intelligence. What email intelligence does is help solve three main problems for clients: deliverability, verification, and engagement.

For deliverability, we help organizations really understand how likely it is that their email will be delivered to the end user? For example, is it going to get caught in a SPAM trap? Will it be a soft or hard bounce? We work on helping organizations maintain their IP reputation.

For verification, if you think about how often consumers are changing components of their identity, how often consumers no longer use an email, or add an email, understanding to whom you're delivering the message to is critically important. What we help do is bridge the gap with our attributes between the real identity and the email.

The third issue is engagement. Once you know your email's being delivered, it’s important to understand which email will yield a higher level of engagement than others. At Neustar, a TransUnion company, we look at email behavior insights to help paint this holistic story of email intelligence for our clients.


How are consumer trends affecting the use of emails? And how should contact centers think about email when reaching out to them?

We’re noticing that regarding email trends, consumer patterns are changing. How they want to be contacted, when they want to be contacted, is widely different than what we've seen in the last few years. Consumers are spending a ton of time on their emails. So much so that they often report in surveys that they spend too much time on their emails – regardless of their age! So how do organizations take how much time consumers are spending on emails and utilize that to improve their email deliverability and engagement?


“I really want clients to understand why email is important as a channel right now. What is it that's changing with email communication that we need to be mindful of when contacting consumers? Not just how are clients using email or how our broader industry's using email, but why are consumer patterns driving those changes?”

Jenna Munoz, Senior Product Manager

In the past few years, we’ve also observed that wait times are significantly longer on the phone if you're a customer service organization. Consumers really want self-service options to help them achieve their end goal faster. Neustar’s Email Intelligence solution enables our clients to create more robust and efficient email campaigns.

Email intelligence can be especially helpful for the collections industry, which has become more regulated to ensure we are protecting consumers and be more inclusive of consumer contact preferences. In the past, collections agencies could make unlimited calls. Call, call, call, call, call. Today, the amount of times they can call a consumer is really limited. 

That has opened the doors for other contact channels, like email to enable contact center organizations to meet consumers at their time of need and at their channel of preference.

Is there anything else you’d like to add?

Yes, after working with many of our clients, we’ve determined that email communication is more of an art than a science. It's not so easy as an “A plus B = this email will be delivered”, but it's the ability to look at many different data assets and put together a complete picture of the consumer identity. That allows for a more effective email campaign. It's not as simple as one might think. 

Watch the video, and learn more about Email Intelligence here

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