Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Turn Data Into Email Engagement

April 14, 2014 By Erik Severinghaus
Get the Flash Player to see this rotator.
 

As mobile continues taking over consumers' screen time, marketers are forced to adjust how they send marketing email. Constant connection, lack of attention and increasing expectations for responsive design are just a few of the hurdles marketers must overcome to satisfy customers' demands.

But to rank best in class, you have to take it a step further and create personalized customer experiences across all marketing channels, and email in particular. In fact, according to SimpleRelevance's recent study, customers open their email up to 23 out of 24 hours a day, but only click through during one specific "magic hour" each day. That hour varies by men and women, income level, education level, job status and other customer attributes, making it increasingly difficult to lump groups of email recipients into vague segments.

Replacing the days of batch and blast with one-to-one personalized messaging has proven to be the answer for customers' always-on way of life. Using demographic, social, psychographic, transactional and on-site behavioral data, marketers can provide unique, end-to-end experiences.

Small Data, Big Opportunity
Marketers have been deluged with data from every platform, in every form, but generally in silos. Now partnerships, integration capabilities and consolidation of marketing technology companies overall has given marketing officers more visibility into their data.

Rather than spend the time pouring over mounds of data sets looking for a needle in a haystack, you can leverage data reporting companies to see which customer attributes matter most to your bottom line and hone in on them. Or on the flip side, you can see which customers they have the least amount of data on and append third-party information to create more robust profiles. Either way, you are more empowered to focus on the customers who will add the most incremental revenue to now and in the future.

Don't Guess, Predict
It doesn't stop at knowing which customer data points to analyze. Marketers then have to apply the data for their email marketing needs. In the same study, men were more likely to click through an email in the early morning hours, while women lagged a few hours behind.  

Should you segment based on location, gender, income or family construct? One, two or three variables? There is no need to decide which attribute is most important for every campaign sent. Rather than segmenting based on just a few categories, there are predictive analytics tools that pull in customer data from several different sources creating comprehensive customer profiles. Then they plug in to an email service provider filling in the gaps for best time to send, best performing subject line, most enticing call to action or deal offer, and so on, taking the guesswork out of email programs.

 

SPONSORED CONTENT

MORE ON DATABASE, LISTS AND CRM >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

 

SPONSORED CONTENT

MORE ON EMAIL >>

FROM THE BOOKSTORE

Let the world's highest-paid writers show you the secrets of making readers love your: e-mails, letters, memos, blog, ... website and yes, especially your résumé!Does your writing bore readers? Write Everything Right! will 
introduce you to the tested and proven attention-getting (and 
attention-holding) secrets of an elite, anonymous cadre of writers. They
 earn six and seven figures a year. These are advertising copywriters 
who have been mobilizing the English language and sending it out to sell
 for the past 800 years. Their unique skill: copy so powerful and 
smooth, it's easier to read than to skip.



For a free PDF sample of Write Everything Right!

Click Here

You must have a PDF Reader in order to read the sample.What readers are saying...
Once again, Denny Hatch provides us with 
sage and proven advice from the trenches.
The book is chock full of examples, takeaways, 
and strategies for making every word more 
compelling and persuasive. This is easily one 
of those "top shelf" books you’ll reference 
time and time again. —Charles Gaudet

I read the book in two days...I couldn't put
it down! It is fun reading filled with resources,
anecdotes, and although I have an MBA in 
Marketing, I learned much more from your
book than many of my classes. —Basia Christ

This book is guaranteed to help you fine-tune 
your writing skills whatever you write. Denny's 
wit and craftsmanship as an experienced
writer/author shine through on every page.
 —Pat Friesen Write Everything Right!

Let the world's highest-paid writers show you the secrets of making readers love your: e-mails, letters, memos, blog, ... website and yes, especially your résumé!

Does your writing bore readers? Write Everything Right! will introduce you to the tested and proven attention-getting (and attention-holding) secrets of an elite, anonymous cadre of...

ORDER NOW

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

 

SPONSORED CONTENT

MORE ON MOBILE >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

A guide to delivering a better user experience through A/B testing: Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan Siroker and Pete Koomen are cofounders of Optimizely.com, an user-friendly testing system that more than 2,000 organizations use A/B Testing: The Most Powerful Way to Turn Clicks Into Customers

A guide to delivering a better user experience through A/B testing:
Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: