E-commerce Link: Room for Improvement
This month, I'm going to share some of my all-time favorite tips and resources for effective email marketing. I hope they will help make your campaigns more successful.
1. Enhance the Data on Your List
Marketers know applying segmentation techniques to email messaging makes programs more relevant. Best-in-class marketers use targeting and see a much stronger ROI. Collecting data that you can use starts with registration forms and preference centers, and continues with monitoring clickthrough behavior.
A recent Experian study on acquisition and engagement tactics reported 24 percent of marketers only collect email addresses. The most requested data: first name (75 percent), last name (73 percent) and ZIP code (57 percent). Other elements, such as birth date, gender and mailing address were significantly less used. Unfortunately, that doesn't give marketers a lot to work with!
One resource to use to overcome this lack of data is offered by Connection Engine. The InsightConnect tool provides real-time customer insights on any email file. Simply upload email addresses into your account; the company uses secure encrypted hash codes to match your data to more than 50 billion data points and instantly builds a detailed analysis that includes demographics (age, income and household composition), geographics (including what types of properties they live in), purchase behavior (across 50 different product categories), lifestyle indicators and interests and behaviors. You can also compare segments of your list, such as recently active or recent purchasers.
Best of all, you can test this service free with a limited number of email addresses. If you want to append certain data to your list, then you pay for the data elements.
2. Compare and Contrast
It's helpful to keep an eye on opens, clicks and engagement (clicks-to-opens) for your industry vertical. Benchmarks are not necessarily the quintessential way to analyze your campaigns, but they do serve as a guide to how you are doing with your email program.