Using the domain name of email address as marketing data can reveal a lot about who is interested in what kind of products and services. The domain name portion of an email address is the part that comes after the “@” symbol. Because many Internet users connect through different internet service providers, the email marketer has an opportunity to look up the domain name and find out what city the internet service providers operates in, and with a little work – discover the purchase habits and preferences of their customers.
For example, the email address, firstname.lastname@example.org indicates that the person who uses this address connects through the rcip.com domain. (The rcip.com portion of the email address is the domain name.) Performing a WHOIS search on this internet service providers reveals that person may reside in Sacramento, California, and do business in the area code ‘95814‘. Entering this zip code into the PRIZM database (http://www.cluster1.claritas.com/MyBestSegments/Default.jsp?ID=20) reveals that this Internet user may also:
Shop at Banana Republic, and Footlocker
Read Vanity Fair, Reader’s Digest, Car & Driver, BET, and/or Fitness Magazine
Watch Friends, NBC Sunday Night Movies, The Steve Harvey show, and/or Daytime TV
Drive an Audi A4/S4, Hyundai Accent, Toyota Echo, VW Jetta, or a Dodge Neon
Go to dance clubs, and the movies
Eat at IHOP, and other family restaurants
Listen to Black/Spanish radio
Having access to this data gold-mine gives online marketers the opportunity to tailor email campaigns toward specific prospect interest – rather than mere guesses. Note that this strategy is not possible with domain names like aol.com or earthlink.com. Large, national internet service providers like these cater all over the United States. To use this strategy, email names must accompany smaller, independent ISP domain names.