4. Data From Multiple Sources
Information about consumers can and should be gleaned from more than just a signup or a transaction receipt. Information about their site visiting behavior and purchasing patterns can be collected and analyzed. To collect this vital data, you need an integrated email platform that works with your ordering system, website and CRM system. Some companies provide real-time website monitoring tools which provide data such as how long a customer has been on the site, what pages they visited, or if there are abandoned carts. More data points enable you to address the customers' needs on a granular level. Did a group of customers spend minutes on an FAQ page without purchasing? Send them an email simply asking if you can help address any concerns.
5. Segmentation and Personalization Go Hand in Hand
Email marketers understand the need to segment their lists so the personalized elements are logically matched up with customers' actions and desires. If you start with a more personalized email campaign strategy, you'll want to conduct testing for your segments. Having more data does mean more segmentation complexity, but the payoff comes with higher open rates and customers appreciating the relevancy of your communications. Many customers are segmented by their lifecycle, whether they are at the prospect, active customer or lapsed customer stages. Providing them with the right personalized message at the right point in their lifecycle is vital for revenue generation and customer retention.
6. Automation Rules the Day
Triggered email communications are frequently used by companies to thank customers for signing up for the site or for making a purchase. While these messages are expected by the consumer, they are mainly courtesies and not intended to drive additional revenue. However, personalized messages based on real-time behaviors can be quite impactful. Using the real-time site monitor data, savvy marketers are setting up automatic messages to go out while a visitor is exploring a certain area of content. Even if the visitor receives it minutes after leaving the site, it does help the brand to stick in their mind. Personalization should also be included in standard messages, such as shipment confirmations, where companies can suggest additional products or services, perhaps at a discount.