eMedia Daily

Quick tip – collect the right customer data

Email marketing is evolving, and marketers must shift their way of thinking in order to continue the success of their email marketing strategies. Broadcast emails, or messages that are sent to a company’s entire email list, are steadily declining in both open and click-through rates. The one to many approach is no longer sufficient or advantageous for marketers looking to increase sales or profitability through email marketing. Instead, marketers must use a more targeted approach to increase the relevancy of each message.

The first step is to collect the right customer data. Knowing your subscriber’s purchase histories, product preferences, and demographics are extremely valuable as this information allows you to segment your list and send precise information to each subscriber on an individual basis. However, it is important to keep your opt-in process short and to the point as too many questions will prevent people from completing the process. To be effective, you must carefully select specific information from your customers during the opt-in process, choosing the data that is most appropriate for your sales campaigns. For example, if you are planning regional events, you should collect zip codes; however, if your products are not dependent on a territory, you might skip this field during the opt-in process but collect it later during the sales process.

The more information you have on your customers, the more relevant and targeted your emails can be. An example of this can be found in Listrak’s dynamic content case study with DiscountBeautyCenter.com.

From The Inbox Advisor