3 Tips To Boost Email Engagement With Customer Data
Tip No. 2: Tame the multichannel beast. Automation tools empower marketers to capture multiple forms of customer data. From social media engagement to mobile browsing, customers are interacting with brands on a daily basis without even thinking about it. At the enterprise level, customer data from multiple channels may seem intimidating, especially for analysis. However, the significance of capturing this information is crucial for successful engagement.
There are a number of factors that keep customers from opening marketing emails or following a call to action; and while your email metrics won't always paint the clearest picture for engagement (or lack thereof), other forms of customer data might provide you the insight needed. Bottom line: Collect all available data, and invest in tools that will allow you to integrate multiple forms of customer data, seamlessly.
Tip No. 3: Timing is everything. Outside factors cause customer preferences and behaviors to change quite often, so it is important that the data used to interpret metrics is recently captured (a.k.a "fresh data"). Companies who are successful at delivering real-time responses are more likely to benefit from increased sales conversions. Simply put, timing is everything.
Technology has enabled companies to capture and interpret data, but there are many challenges that still exist. Third-party vendor management requirements and the need to duplicate existing data to move it to the cloud waste unnecessary time and money. As technology and marketing teams are forced to work together in order to effectively capture, monitor and analyze data they must also do so quickly, in order to act when the time is right.
Approaching customers when and how they want with personalized messaging is key to boosting email marketing engagement. But there's no need to fear increasing amounts of customer data—embrace it, to better understand your customers and strengthen those relationships.