• by Ray Schultz , August 7, 2017

MCH Strategic Data is offering a new email targeting tool to the K-12 education market: eRespond.

The product uses data from internal and external sources to identify audience response behaviors, MCH says.

MCH incorporates multiple attributes per institution type, and combines them with behavior data from the millions of emails that it sends for clients.  

Erespond weighs these attributes, assigns individual scores and calculates a total score, the firm says.

It then creates an index, placing each institution into one of five categories. These include those who are most and least likely to respond, MCH adds.  

An index is created, and each institution is placed into one of five categories ranging from most likely to respond to least likely to respond. This yields insights into “the audience and their anticipated behaviors," states Angela Ridpath, VP marketing for MCH Strategic Data.