Multichannel Merchant – 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.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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