In today’s consumer-centric era, marketers know that the more personalized they can make their messaging, the more likely a customer is to respond to it. After all, according to Statista, 90% of consumers find personalization appealing. So, to take your efforts to the next level, you should focus on tailoring experiences for each subscriber to enhance your email marketing. A great way to do this is by using your customer data.
What is Customer Data?
Customer data is information about customers usually including names, contact details, and buying habits. It gives marketers consistent insight across all channels to better drive one-to-one customer interactions. Using tactics, such as segmentation, product recommendations, predictive content, automation, and targeting, can allow you to create data-driven campaigns while building customer-focused marketing messages.
By looking at historical data and anticipating consumers' intent, you can significantly improve the likelihood of converting visitors into purchasers while individualizing every interaction and focusing on the big picture. Here are 5 data-driven email campaign ideas to test that will enhance your personalization to an entirely new level.
The first data-driven strategy towards a personalized email is segmentation. Today’s consumers have gained more control over the customer journey, meaning marketers need to better identify and reach the right audience at the right moment. Understanding who your specific target customers are, as well as their wants and needs help put them at the forefront of your marketing strategy.
Segmentation targets a like-minded group of customers and tailors messages to their specific interests making emails more relevant. By using your customer data, you can easily find these groups and segment your list accordingly to discover your ideal target customer.
For example, to help define new segments and to gather more information about your audience, consider asking subscribers for details such as gender, age, or location when signing up. The more information you can get about your customers in the sign-up process, the greater amount of options available for segmentation.
In addition to standard demographics, you may think about analyzing your customers’ behavioral patterns and psychographics. This gives you the power to use browse behavior, purchase history and preferences. From there, you can determine who your customers are and what they want to see to understand what makes them convert.
Now that you’ve discovered who your customers are, you can let the data do the work. By understanding what your customers want, you can learn a lot about your customer’s needs and interests.
One tactic you can utilize is product recommendations. Product recommendations are determined through predictive analytics, so each message is targeted to specific customers. This helps them find what they are looking for, as well as something related or similar. By studying your customers behavioral or historical data, you can make these recommendations relevant and personalized, creating a truly customized experience.
Similar to product recommendations, predictive content is another data-driven approach to apply to your email campaigns. While product recommendations suggest different products based on their past purchases and behaviors, predictive content sends relevant content designed to engage and inform consumers to build long-term relationships. It takes all of your content like videos, tutorials, blog posts, articles, recipes and guides and delivers them to the right consumer at the right time to aid in the purchase decision. Personalized content makes the message relevant and delivers visible value, making you a subject matter expert while separating you from the competition.
When sending an email, finding the right time and ensuring its relevance is essential to the customer journey. Many email campaigns are timely, but not relevant. While timeliness is crucial, you can still fail if you send a message at the perfect time.To be relevant, you have to think about your audience’s wants and needs by looking at your current customer data. You have to consider what your customers want, where you can reach them, and how you can benefit them.
One strategy to enhance your email marketing and create timely, relevant messages is through automation. An automatic email campaign can be set up once and then automatically sent to your customers when they perform certain actions. This means that these campaigns are triggered by the consumer based on what they have shown interest in. Automated triggered emails take the burden off the marketer and put the customer in charge of when the marketing occurs and what content is being placed in the messages. These are a great addition to your email blasts as they have similar engagement and conversion metrics but they don’t take any time or resources to develop.
Similar to sending timely relevant messages, location-based marketing allows emails to be delivered at the right time and right place. By looking at time and place, you can properly target your customers and ensure that the information they are receiving is truly relevant and useful to them.
Using location-based email campaigns can help to accelerate in-store activity and make your email automation campaigns more relevant to your customers.The right approach will lead your customers to your nearest location and can considerably increase the likelihood that they’ll make a purchase. And, since these messages reach out to people who have shown interest in specific products, it can be beneficial to look at data such as location, interests, and which products customers have looked at in the past. This personalized approach not only allows you to send emails at the right time, but also gives you the opportunity to ensure relevancy for your customers location.
The last data-driven strategy to enhance your email marketing campaigns is segmenting your email list by the level of engagement. With an understanding of how customers engage with you, you can create more targeted offers. By using more relevant and targeted offers, you limit fatigue and ensure fewer customer opt-outs while increasing the likelihood of a conversion.
Segmenting by engagement, whether customers are active or inactive users, can be beneficial to your campaign. For example, a customer who hasn’t opened your emails in months can be sent a specialized campaign designed to re-engage. Or, you can focus on active subscribers who have recently engaged and target them more specifically.
Another idea to consider would be a welcome series. You can welcome your customers with a series of triggered, personalized email messages designed to engage the subscribers with new content and messaging. This allows you the opportunity to capture additional customer data that you can use to tailor future messages.
Using data to drive your campaigns can enhance your email marketing and allow you to become more connected with your audience. From emails with predictive content and product recommendations to highly targeted and relevant messages based on customer segments, your emails can be customized and tailored to specific customers like never before with the use of your customer data.