Use your segmented data
In order to accomplish all of these tasks you must use the data you have on all of your subscribers. Email provides a wealth of information when tracked correctly, and using advanced tools like dynamic profiling makes it easy to capture pertinent information in a non-invasive way. For example, instead of asking customers to tell you what their product preferences are, you can simply track what they’re clicking on in your emails using dynamic profiling and what pages they’re spending time reading on your web site using web analytics. That way, you have an accurate account of what each subscriber is interested in and you can target them with relevant emails offering special discounts on those products. Listrak has published several white papers on dynamic profiling, dynamic content, email metrics, and web analytics, all of which are available for free download in our resource center.
Don’t just rely on your online channels to generate data – you should capture data at every customer touch-point. Customer data is one of the greatest assets in any corporation as the more you know about your customers, the more targeted and relevant your messages can be. Instead of just trying to sell to your customers, work across your organization to collect data and add the customers to your email lists so you can continue to reach out to them throughout the year. Listrak has published a white paper entitled “Increase ROI with List Management Tactics” that discusses strategies for building and managing your lists in your stores, online, in your call center, at special events, and every other customer touch-point. It also offers best practices for subscribing customers to your lists both online and offline.
Finally, you’ll want to use your data to be sure you’re not missing any sales opportunities. According to MarketingSherpa, shopping cart abandonment rates can reach 60 percent. If you aren’t paying attention to the customers who add items to their online carts but don’t purchase the products, you’re missing a lot of business. An email marketing solution that is integrated with web analytics can help you track the subscribers and reach out to them with an email regarding the products they left in their shopping carts. Many times an email reminding the subscribers that there are items in their carts is enough to get them to complete the sale. Other times, special offers such as free shipping or a coupon will encourage them to make the purchase. It is much easier to sell to the subscribers who have shown an interest in your products rather than market to new subscribers, and in the current state of the economy, you need to do everything you can to close every sale.
If you need help adjusting your email marketing strategies, our experts are available to review your processes and offer suggestions. Contact us to learn more.