About Email Events Data

Email events data captures the history of email interactions between a customer and a brand, such as opens and clicks (by day and by month), unsubscribes, conversions, and bounces.

Amperity provides a standardized way to store email events information, from which a set of email engagement attributes are calculated.

Use email engagement attributes to enable the following types of use cases:

Improve segment quality

You can use summarized email events data – opens, opt-ins, clicks, sends, etc. – to improve the quality of your segments by identifing your customers who are most likely to engage with your campaign. This can help you increase average order value (and campaign revenue), while reducing the likelihood of customers in your email list choosing to opt-out.

For example, you can use email summary fields to find customers who have opened an email within the previous 6 months and are currently “active” with your brand, and then define an audience to support daily and/or weekly email campaigns.

This type of use case requires between 3 and 12 months of summarized email events data be provided to Amperity. Apply the email summary semantic tags to that summarized email events data, and then add the email events tables to your customer 360 database.

Test and measure email campaigns

You can use summarized email events data – opens, opt-ins, clicks, sends, etc. – to identify the best email address to use for each of your customers, and then measure revenue and conversion lift for customers who received an email against customers who did not.

For example, you can use email engagement fields to determine the best email address for a customer using opens and clicks data over the previous 12 months, and then apply A/B tests (using control and recipient groups) to test for optimal email frequency.

This type of use case requires between 3 and 15 months of summarized email events data be provided to Amperity. Apply the email summary semantic tags to that summarized email events data, and then add the email events tables to your customer 360 database.

Important

If you want to use click rates raw email events data – sends, bounces, conversions, and calculated open/click rates – must be provided. Apply the email events semantic tags to that raw email events data, and then add the email events tables to your customer 360 database.

Analyze customer journeys

You can use raw email events data – opens, opt-ins, clicks, sends, etc. – to closely analyze email engagement data to identify common email engagement journeys and to view email engagement signals over time.

For example, you can use email engagement fields to understand the events that precede purchases, and then closely analyze the relationships between a customer’s email engagement activity and their purchase cadence.

This type of use case requires between 3 and 15 months of raw email events data be provided to Amperity. Raw email events data must be complete for opens, opt-ins, clicks, should include the datetime and the campaign name, and may include other metadata. Sends data is not required for some use cases. Apply the email events semantic tags to that raw email events data, and then add the email events tables to your customer 360 database.

Important

Raw email events data can be very large. Talk with your Amperity representative about the size of your raw email events data and your intended use cases before adding it to Amperity.

Email event types

The following types of email events data can be made available to Amperity:

Raw email events

Raw email events data is captured by email service providers when users interact with emails, such as opens, clicks, opt-ins, opt-outs, sends, unsubscribes, and conversions.

A custom domain table is often necessary to filter and reshape raw email events data prior to applying email events semantic tags.

Raw email events data is available from most email service providers, though the specific data points that are available may vary from provider to provider.

Salesforce Marketing Cloud, Oracle Repsonsys, Mailchimp, Campaign Monitor, Bluecore, Klaviyo, Adobe Marketo, Adobe Campaign, Sailthru, Listrak, SendGrid, and HubSpot are all data sources that can provide usable raw email events data to Amperity.

Important

Raw email events data is designed to capture every single interaction and can very large storage requirements and may contain fields that are not useful to your email engagement workflows. Consider the volume of raw email events data you may require, and then talk with your Amperity representative before adding raw email events data to Amperity.

Summarized email events

Summarized email events data is subset of raw email events data that is scoped to support a specific set of email engagement workflows.

Email events data should be summarized prior to sending that data to Amperity. In some use cases, you may use a custom domain table to do the summarization prior to applying semantic tags, and then apply the email summary semantic tags.

Examples of summarized email events data include:

  • Email opens in the previous N days

  • Email clicks in the previous N days

  • Most recent click (date and time)

  • Filters by opt-in and opt-out customers

Tip

Summarized email events data is recommended for all email engagement workflows that do not define a complete customer journey.

About email events semantic tags

Email engagement semantic tags capture email events data, such as clicks, opens, bounces, opt-ins, opt-outs, and conversions from any email service provider (ESP) data source.

  1. Use email summary semantic tags when email events data is summarized prior to sending it to Amperity.

  2. Use email events semantic tags when raw email events data is sent directly to Amperity.

Tip

If the email service provider does not provide email addresses alongside sends and clicks data, look for a table from that email service provider that provides a list of contacts that may include email addresses along with a unique ID that can be used to link events data.

Email engagement database tables

Amperity supports email engagement workflows using a combination of the following tables:

  1. The Email_Engagement_Attributes table contains all fields from the Email_Engagement_Summary table, unique by Amperity ID and by email address. This table may be extended for related email engagement and transaction attributes.

  2. The Email_Engagement_Summary table contains a summary of email event statistics, such as counts for opens and clicks, the first open, and the most recent click, unique by email address.

  3. The Unified_Email_Events table contains individual email event information, such as sends, opens, clicks, opt-in and opt-out preferences, bounces, and conversions. This table is added as Stitch output when email event semantic tags are applied to data sources.

    Important

    The Unified_Events table requires raw email events from your email service provider and the use of email events semantic tags.

The types of email engagement semantic tags that are applied to data sources in your tenant will determine the combination of tables that will be available in your tenant.