SEOs building email lists (and email retargeting subscribers) just got huge help in the form of data mashup artists Rapleaf and Rapportive, two tools for gaining data on your email contacts. The impact will mutate weak little campaigns into car-throwing raging hulks.
Image by Abi Skipp
Rapleaf mashes up data from the census and a variety of data providers, then sells it to you on a detail per email (aka field) basis. If you buy age and gender data on a list of 1000 emails, you’ll pay for the data on two fields (i.e. form fields) times 1000 emails, for example. Gender is half a cent, many other fields are one cent, up to 25 cents.
Some uses for the data:
- age, gender, zip code, education level, marital status – useful for facebook ad targeting to acquire more customers like those on your list
- income level – useful for knowing whether to pitch cheap goods or quality
- interest in purchasing certain categories of items – useful to a multi-category retailers who only sold person X a product in Y category
> Another valuable aspect of this is that they’ll tell you if someone runs a blog. This dovetails superbly with the free chapter from my advanced SEO book, which discusses building an email list of linkerati (that’s people who link to other sites, typically bloggers).
- Developing that idea further, you can use Rapleaf to figure out which site’s traffic is most blogger-rich. This is key for link building campaigns that promote infographics and the like – should you offer an exclusive to Mashable or TechCrunch?
Well, look at your past data on whether Mashable or TechCrunch sent more bloggers to your site, based on who converted to your email list and Rapleaf then marked as a blogger.
Alternately, if you’re trying to generate sales, you can use Rapleaf to see whether the traffic driven by a particular source fits your target audience. Or whether the prospects sent from traffic source X match those of your most-valuable prospects.
Tomorrow I’ll share a simple-but-powerful technique to get some of this blogging data for free.
- Developing that idea even further, why only look at emails of people who are on your email list?
You can export your email contacts from Gmail, Outlook etc and feed that list into Rapleaf.
Then you can prioritize your outreach to the best contacts, be it for lead gen and/or link building.
> The limitation is that Rapleaf is US-only, and consumer-emails only (e.g. email@example.com, not firstname.lastname@example.org). That reduces the potential value to marketers with an international or business list.
“Rapportive shows you everything about your contacts right inside your inbox. We combine what you know, what your organization knows, and what the web knows.”
That meta description from the company can be broken down into a few areas:
1. Image – aka age, gender, demographic info … also how the person sees themselves, otherwise that photo would probably not be public on the web.
2. Location – meet them, target similar folks with Facebook ads etc
3. Career info – job, company, linkedin profile … this can also tell you directly (job description) or indirectly (links in Linkedin profile) whether they blog
4. Integration with various tools like MailChimp, Aweber, BookingBug (people in a business that uses bookings), CrunchBase, BatchBook CRM, BrightPearl CRM etc
5. API – Whatever you want to tie in.
(Rapportive make me think of ConnectedHQ, and I can see LinkedIn buying them, too, or perhaps a Salesforce or similar. Anyone else see that? Edit: Liran of Shwape.com informs me that Rapportive DID get bought by LinkedIn. W00t nice call, me, even if I was 5 months late lol! )
One way to use Rapportive is for you to tap into their API to build a Rapleaf type tool that will extract details for you. This would be especially for people soliciting their personal contacts, since it seems both Aweber and MailChimp (the big two of email marketing) already have integrations.
The Summary For Impatient Readers:
Collect mashup data on emails from Rapleaf and Rapportive.
Do this for your optin email list
Do this for your non-subscriber email contacts
- Target similar people on Facebook thanks to the demographic data you extract
- Personalize the email you write according to their unique traits.
- Focus your link building outreach to people on your list who are in your bloggers’ segment.
- Seek traffic from high-priority targets