Today, data holds great value. As the economist puts it, “Data are to this century what oil was to the last one: a driver of growth and change”. Big companies invest in big data, and they use it to delight customers, anticipate their needs, and familiarize them with the products and services they are looking for.
Ofcourse, a lot of businesses are naturally left wondering about how to make their data actionable especially when keeping track of conversions that have come across or clicks that direct visitors to your homepage.
Here are three ways to make data actionable in email campaigns:
- Email Retargeting
Email marketing is one of the major keystones of digital marketing and it’s incredibly viable for reaching your target audience. Retargeting is an effective digital marketing technique that allows marketers to serve ads only to people who have in the past visited their website. Retargeting is fairly easy, all that needs to be done is, employ a single line of code on your website, visitors are tagged, and are later served ads all around the web.
To traditional site retargeting, email retargeting is more or less the same, however here email subscribers are retargeted instead of site visitors. A line of code in your email is employed and whoever has happened to open your email will be retargeted across the web rather to have them send multiple emails and putting yourself at the risk of losing subscribers.
- CRM Retargeting
CRM retargeting can be said as the advanced technique of retargeting to your users. To serve retargeted ads to your target users, all you need at the minimum is an email address. Through this function, the dependency of users performing the action i.e. opening or clicking the email is eliminated. So as long as you have your user’s email address, you can serve retargeted display ads to each and every person on your list. Furthermore, it is important to realize that the value of the email is the value of the customer, so use Email Inspector that helps in decluttering your mail list to active accounts and ensures the efficiency of your message reaching the right audience.
These techniques are extremely effective in building relations with the customer and help translate data into actionable insights. As concertation is laid upon only those who are interested in messages from the brand, specifically those who are retargeted keeping your brand at the top of the user’s mind.
Segmentation is the process of sorting out or arranging data based on the mutual characteristics of your customers. Categorization and then grouping your customers according to their similarities will position you to tailor campaigns specifically for those clusters. Segmentation of email marketing campaigns can be done in two ways:
- Demographic segmentation
Demographic segmentationisto do with age, income, education, race, gender, location or employment. And it divides customers data based on these factors.
Imagine your campaign being about new kicks in town. The target group for this certainly falls under age bifurcation of 13-34. If you roll out the same email to groups who are largely uninterested in the content of the message, say pregnant women or retirees, what is likely to happen? DING, your message will be left ignored.
Demographic segmentation also plays a role in building brand relevance. As this approach allows you send tailored emails customized for a specific set of audience who appreciate campaigns initiates and products even more.
- Psychographic segmentation
Psychographic segmentation is another great way of making data actionable. This type of segmentation gathers information about customers personalities, interests, values and opinions etc. Digitally data can be collected through this approach by tracking behavioral patterns like, what kind of product does the customer use, their browsing history, taste and preferences etc.
This market segmentation information is effective because through this you get know the emotional as well as the personal side of your consumer. You can understand why your target audience behaves in a certain manner which enables you to predict how they will respond to your brand. Besides that, the benefit that is driven from this form of segmentation is the identification of ‘opportunity segments.’
For instance, Ron is a high-profile customer (i.e., he represents a significant increase in sales and profits), then it is highly likely that you would want the user to being engaged with your brands and the products that you offer for which you would want to send them more emails.
Looking for better context?
Let’s say Ron is an owner of a car modification company and your store is his favorite to buy materials from. Since he is a frequent client and makes bulk purchases, targeted emails that suggest sales or benefits will encourage him to purchase from you again.
Your customer segmentation can also be behavior-based in the context of eCommerce by using loyalty program data. You can achieve this by using a Customer Loyalty Platform, like Loyaly, to create segments based on the rewards and spendings of the users n your online store.
3- Send Email at the Best Time
Through this approach, your business can actually turn data into actionable consumer insights that can lead to benefit the business in the long-run for its upcoming campaigns. It is true that the best time to send out emails varies as per your audience but through, some solid points that have been identified by CoSchedule are:
- 6 AM. – 50% of people begin their day by emailing in bed
- 10 A.M. – Studies have concluded that the best time to send emails is 10 AM.
- 2PM – At this time of the day people are checking out of work mode or looking for directions, so sending emails at this time might prove as a successful strategy.
- 8 PM – This is likely do you to people checking their phone before going bed.
Having have a subset of audience that primarily checks their inbox in the above-mentioned timeframes can act as a potential consumer insight. Audience that is available in time can be reached by sending out personalized messages that are relevant to them and ensure the connection between them and your brand.
Retargeting, Segmentation, and time messages are three different ways, and this is how you can capitalize on your metrics and make data actionable:
- Retargeting – Essential to know what customers are interested in your messages, make divisions and you are all set to roll high-quality emails to people that are part of your subscriber base.
- Segmentation – Demographics: ‘the hard facts’ of your consumer like gender, age, location. Psychographic: The psychology of your customers segmented according to their responses regarding something. Dividing your customers into high-profile gender, income, interests, values, and opinions will simply lead to more organized data and organized campaigns.
- Timed Emails – Time is money, and for successful results, you need to act on it. Sending emails at times that the customer is likely to be busy at puts your messages at the risk of being ignored. Reach your audience when you know they can reach you, getting lost in the air is something your brand is not looking for.
To conclude, as data is king, people are always looking to convert data into actionable consumer insights for better and improved communication with their target audience. This article discusses some of the key insights that some businesses might be able to pertain to their campaigns, so get set going, implement these strategies in your upcoming email campaigns and notice the difference in the success ratio.