Create more targeted campaigns with behavioral data collected via the e-mail process
There is tremendous value to be gained from understanding who your customers are and how they behave. Once you identify your customers’ interests, you have the opportunity to respond with highly targeted and effective advertising. Does the data your company gathers provide you with actionable information to improve campaign performance? Are you collecting, storing and analyzing the metrics that can help your organization create meaningful custom segments to better target your campaigns? If you’re not pursuing this course of action, why not?
In an age when people’s e-mail inboxes increasingly are bombarded with pitches for pills and teeth whitener, we all are becoming pickier about what e-mails we will open and respond to. A February 2004 study by Yankelovich Partners found that 59 percent of customers “feel that most marketing and advertising has very little relevance to them.”
Even with the abundance of spam, the e-mail marketing channel continues to be the most cost-effective method of reaching a large constituency of customers. Getting your message read amid the clutter is difficult but achievable. The key is to use the data you have on your customers to make your messages more relevant. When done right, an in-house database is the foundation of your e-mail marketing success. It lets you identify customer interests, use their feedback to fine-tune offers and analyze behavior for maximum campaign results.
If segmentation and targeting are so critical to increase response rates, why have most companies failed to implement target marketing strategies? Perhaps it is because they have fallen under the misconception that it takes an expensive CRM system or fancy analytical tools to make it happen. On the contrary, some simple data collection methods can be utilized to enable customer segmentation and improve response rates on almost any direct marketing campaign.