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.
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.
Dan Roy is CEO of MessageGears, a hybrid email marketing service firm based in Atlanta. Find him on LinkedIn, https://www.linkedin.com/in/dsroyjr.