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Multichannel Merchant – Why Your Email Marketing Needs Power-Packed Data

Multichannel Merchant – Why Your Email Marketing Needs Power-Packed Data


Why Your Email Marketing Needs Power-Packed Data

By: Multichannel Merchant

Email has unique advantages for communicating with customers that, when used wisely, can strongly increase its visibility and effectiveness in a crowded inbox. Marketers can target message content according to subscribers’ preferences or trigger messages based on customer behavior.

In short, email presents many opportunities to speak directly to your customers. And since marketers have been at it for a while, it also offers ease of entry.

But email’s return on investment is also its Achilles heel. As retailers continually increase their year-over-year sending volume, it is getting progressively difficult for them to get their messages opened, read and clicked. Many marketers feel they have already maximized their emailing frequency. They know they need to increase the personalization and relevance of their messages in order to continue improving sales while providing a positive customer experience. But many don’t know how to get started.

With an eye toward online holiday marketing, a recent survey of online marketers conducted by Bronto Software and RSR Research revealed that this past year almost half of retailers have invested in automated/triggered messaging, more than a third in personalization, and just under a quarter in segmentation. While you may think that the lower level of investment in segmentation could sabotage campaign performance, these investments signal that marketers are indeed advancing their efforts.

If it feels too complex, it probably is
The path to increased relevance is as complex as you make it. Start simple with the data you already have, and then develop a plan that will help you evolve into your long-term objectives. Just getting started will help you learn more about who your subscribers are, where they are in the customer lifecycle or purchase funnel, and what data you could use to move the needle even further.

Some of the most common data points pack the most power! Just make sure you know how you will use them before you start collecting the information. They are:

Profile information: That includes the customer’s name, email address, birthday, gender or geographic location. You can request this data when the customer signs up for your email program or in a welcome email. It is a tremendous asset for personalization and segmentation.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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