3 Tips To Boost Email Engagement With Customer Data
Today's savvy marketers have a responsibility to engage with customers effectively, across multiple channels and through diversified, personalized messaging. Despite the proliferation of social media platforms and the noise around them, email remains the leading marketing channel, as a $6.5 billion industry worldwide.
From open rates, to clicks and conversions, true measurements of success are increasingly becoming more difficult to interpret. While some companies only value direct conversions, many others deem engagement at various levels of the sales funnel as success, helping to drive or influence a sale. In fact, 74 percent email marketers across the globe state that open rates are their primary measurement of success, according to a survey conducted by Lionbridge Technologies.
So how do we improve engagement? In email marketing, enterprises that have hundreds of thousands of contacts and their response metrics possess valuable information about customers. This kind of behavioral data can help identify trigger points and customer preferences, allowing companies to optimize email marketing campaigns based on users' customer data.
Email marketing and CRM customer data allows marketers to identify timing preferences, effective promotions, and even subject lines that are more likely to result in an open or click. With large customer data sets playing an important role in today's multichannel world, we've compiled three tips to improve email engagement with customer data for the savvy marketers of today:
Tip No. 1: Make sense of the data. In order to make complete sense of the data, a holistic approach to data analysis is required. Effective enterprise email marketing requires direct access to complete customer data sets. This native data access reduces errors, allows for real-time marketing decisions, and removes the need to compromise on the data analyzed.
When looking at complete data sets enterprises will not only be able to improve results through moment-appropriate marketing emails, but they'll also be able to segment customer lists more accurately and understand their diversified audiences better than ever. By taking a deeper look at what is already known about customers from existing analytic, e-commerce, marketing, and production systems and combining them with email campaign analytics enterprises can provide true one to one marketing.