ActiveProspect partners with TowerData to offer their Email Intelligence API directly through LeadConduit.
What It Does
The TowerData Email Intelligence enhancement can be plugged directly into your lead flow, helping you understand who your customers are and to segment them by their attributes by providing 50+ demographic and behavioral data fields. Improve personalization and create more targeted relevant content!
Using Email Intelligence
Open your flow edit to the Steps tab, click Add Enhancement and select TowerData Email Intelligence. You also might want to add a Filter or Step Criteria, which we'll cover in a moment:
As seen above, one you add Email Intelligence to the flow, you must set a true/false value for each possible data point. Here's how:
- Click Edit Field Mappings
- Enter the value true for every field you would like appended to the lead, and false for the fields you do not want append, then click OK in the bottom right corner
- Click Save in the upper right corner
Email Intelligence Billing
With the TowerData Email Intelligence enhancement, you are only charged per field returned by TowerData.
Understanding the Response
|What constitutes a Success?||What constitutes a Failure|
The API returns any data for any of the demographic values queried.
The API returns no data for any of the demographic values queried.
Email Intelligence Fields
While this integration can append information from TowerData using only an email address OR mailing address, these additional data points substantially improve the match rate:
- First Name
- Last Name
- Address 1
- Address 2
- Postal Code
Making a Decision
A filter or step criteria can be added anywhere after the Email Intelligence step to make a decision based on the data returned. You could also include the data in the lead delivery to your system of record (CRM, MA, Batch File, etc.). Here are a few recommended options:
Stop processing the lead if the individual is a renter:
Only execute a Flow Step if the individual is a homeowner:
Append Data to the Lead Record
Include the value for Years a Current Residence when delivering the lead to your system of record:
The enhancement returns the following information:
Demographic: The Email Intelligence data fields below are matched to the individual in the query.
Household: The fields below correspond to the household of the individual in the query.
Interest & Purchase: The interest and purchase data features the categories in the table below. The returned value true means the individual has displayed that interest or purchased in that category. If the field name is not present, it means TowerData has not seen that behavior.
Email Activity Metrics
TowerData Email Activity Metrics help you determine whether an email address is active, inactive, or maybe fraudulent by providing information about how long that email has been in use, the frequency of activity, and other factors.
||The date the email address first appeared in TowerData's records. The value
||A score describing when TowerData first encountered the email address. See table below for descriptions.|
||A score reflecting the activity of the email address over the last 3 months, from 0 (no activity) to 10 (most active).|
||A score gauging the popularity of the email address over the last 12 months based on the number of sources from which TowerData has received the address, from 0 (no sources in 12 months) to 10 (most sources).|
||The year and month TowerData last detected an open by the email address in a rolling 12 month period.|