Reach shared email account users with response-based targeting

By AdStation | May 20th, 2014 | Categories: Email Marketing
shared accounts infographic

Precisely targeting an audience can be challenging. Introduce shared email and social accounts to the mix and you could be missing the mark entirely. Thankfully, there are tools that can ensure that your email is delivered to the right audience at the right time.

In the recent Internet Project survey by Pew Research Center, 27% of Internet users in committed relationships said they share email accounts. While the practice is most common among age 65+ retirees, the results also showed statistical significance among age 30+, white retirees with an income greater than $50k per year. Hispanic users also ranked among the trend’s largest audiences.


The range in age, ethnicity and other variables can make it difficult to target shared account users with precision. Simply flooding your distribution list with content that may appeal to everyone won’t effectively drive engagement and will likely lead to burnout and unsubscribes — ultimately doing more harm than good. Alternatively, ignoring the possibility of shared accounts among your list and relying solely on demographic or psychographic data may exclude potentially valuable customers and hinder an opportunity to reach them directly.

Response-based targeting can help marketers navigate the issues created by shared email accounts. Regardless of their demographic/psychographic profile, consumers can be reached with custom content or advertising based on their response and engagement with similar advertising efforts in the past. To gain this information, sales data is analyzed for patterns that reveal customer purchases, exposure to advertising or previous shopping habits. With those details, data is organized from most responsive to least responsive and, often, can identify an entirely new audience of consumers that are highly likely to engage and buy.

With a response-based database of more than 400MM detailed user profiles, AdStation can reveal key user details to identify your most active consumer segments and unlock your hidden money-making potential. Harness the power of our advertising suite to precisely target users and extend your reach with a media mix including email, mobile, search, in-text and more.