Leveraging hashed email for the holiday season

November 10, 2021 by Experian Marketing Services

Holiday Shoppers

Hashed Email is a privacy-safe digital identifier that can further enrich and expand the functionality and utility of The Tapad Graph with access to Tapad + Experian’s universe of email data. This provides maximum coverage for targeting and measurement when combined with household and individual IDs such as Cookies, MAIDs, CTV IDs, and IP Addresses.

Gain back a clearer view

Recent data from DMA shows that 51% of people have held the same email address for over 10 years. Email address data by its nature is authenticated and reliable due to its longevity. When leveraging Hashed Email as an extended functionality of The Tapad Graph, we are able to link on average 5 email addresses to each individual, reaching up to 90% of households across the US.

Hashed Email expands the customer view by adding new email address identifiers into The Tapad Graph that associate with traditional digital IDs and cookie-less IDs emerging in the marketplace. Reduce fragmentation; and instead of viewing the emails as multiple customers, with Hashed Email they can be viewed as one user profile.

When enabled, clients who wouldn’t traditionally have access to first-party customer emails are able to associate and link privacy-safe emails to individuals and their households. Brands and retailers can use Hashed Email to extend these linkages across offline purchases associated with each email; connecting traditional digital identifiers between walled gardens, activation in programmatic media buys, and addressable TV. With the holiday season quickly approaching, access to Hashed Emails will instantly increase scale, connectivity and improve measurement when efficiency, personalization and holistic attribution are pivotal to marketing strategies.

Let’s visualize how quickly the customer journey can become fragmented when email addresses that belong to the same person are not associated.

without hashed email enabled flow chart

Mary has 3 email addresses that she frequently uses. One for social media accounts Email ID 1, one for shopping accounts Email ID 2, and another for work Email ID 3.  Mary is a brand loyalist to a top national retailer and whenever there is a new season, there is a high likelihood that she will purchase the latest seasonal decor from that store. She recently did some holiday shopping in-store where she purchased nearly the whole holiday line. Email ID 2 was used to send her a receipt. However, Mary annoyingly receives the store’s ads on Facebook for holiday decor that she had already purchased. This is because the retailer has not yet identified that Email ID 1 and Email ID 2 belong to the same consumer. If the retailer were to leverage Hashed Email, they would be able to identify that both email addresses used belong to Mary. This association connects her multiple email addresses together, enables her offline purchases to sync with her online activity, and helps to determine the most accurate ROAS. Hashed Email is a cookie-free added view into consumer behavior for control over messaging and for measurement. When leveraging it’s possible to report back across all channels and devices in a universal format to know when and how conversions are taking place.

with hashed email enabled flow chart

Don’t leave valuable data on the table

Hashed Email has use cases beyond reducing wasted media impressions. Hashed Email’s full capabilities extend to campaign measurement and attribution modeling. When utilizing The Tapad Graph combined with Hashed Email, know from the first touchpoint to the last where your customers are engaging. But more importantly, know where households and the individuals inside of those households are converting across all of their digital devices, by using traditional digital IDs, cookie-less IDs, and Hashed Email to associate, measure, and correlate online and offline purchases.

Imagine what your campaigns could look like this holiday season if you expanded your graph with up to 5 additional IDs per household. This impact could be a game-changer to scale this holiday season.

Hashed Email is a reliable cookie-less digital identifier that expands your customer universe that connects online and offline activity while improving the customer experience and reducing wasted media spend. Enabling Hashed Email for the holiday season is not an opportunity that should be passed on.

Where do you sign up, you ask?

Get started with The Tapad Graph  

For personalized consultation on the value and benefits of The Tapad Graph for your business, email Sales@tapad.com today!