Marketing trends may ebb and flow, but email marketing still delivers a higher ROI than any other digital channel. Even in 2017, email continues to outperform other mediums because it reaches every demographic, offering a powerful solution that appeals to many different audience groups.
To achieve the best ROI from your efforts, you must leverage your customer data and segment your list based on prospects’ activities and interests. That is the key to delivering highly relevant and timely marketing messages to your audience.
Although accomplishing this may seem like a Herculean task, getting started isn’t difficult at all. By leveraging your marketing data, you can easily begin sending personalized emails to your customers that drive maximum results and inspire profitable conversions.
What is Third-Party Data Enhancement?
Third-party data enhancement is simply the process of uniting your first-party and third-party metrics to create a clear understanding of your customers. This allows you to create highly targeted campaigns that will resonate with your audience.
To clear up any confusion over first- and third-party data, let’s quickly cover the difference between the two metrics.
First-party data is the information you collect directly from your prospects, whether through pop-up forms, newsletter signups, surveys or purchase data.
Third-party data is collected by another organization, which you can access through your service provider. These metrics are often aggregated through multiple channels, and they add valuable context to your shoppers’ behavior.
How Can I Leverage an Enhanced Database?
When you merge both types of data, you can create highly-targeted and relevant email marketing campaigns that drive results.
The most effective way to leverage your newly enhanced database is to invest in a robust marketing automation platform. With the right resources in place, you can easily segment your audience, deliver customized emails and track your email marketing performance along the way.
1. Engage Subscribers with Personalized Product Recommendations
When you open an email from your favorite brand, you expect to be greeted by product recommendations that are tailored to your exact preferences.
Your customers expect the same, which is why you need to use their shopping activity to send them personalized product recommendations and unique coupon codes. By tracking their browsing and buying behavior, you can customize the shopping experience for each customer.
2. Build Stronger Relationships with New Subscribers
Email inboxes are extremely crowded these days, and every new subscriber is a vote of confidence in your brand. To retain this valuable prospect, you need to begin building a lasting relationship with them immediately.
The most effective way to do this is by using segmented, highly targeted and triggered email campaigns based on their personal data. Group your subscribers based on their age, gender, industry, geographic area, behavior and past purchase data to create a tailored message that connects with them.
3. Identify Your Top Customers to Drive More Purchases
According to RJ Metrics, your best customers make four times more purchases than your average consumer and spend five times more per order. The Data & Marketing Association reports that 77 percent of your ROI comes from customized email campaigns.
This indicates that your existing customers are far easier to convert than new leads. By examining your consumers by total revenue, average order value or customer lifetime value, you can send them specialized offers to boost your bottom line.
Reward your best customers for their loyalty with free shipping or a special discount, or take the opportunity to cross-sell them on other products.
4. Target Prospects Based on Where They’re at in the Purchase Cycle
Your content isn’t the only thing that needs to be tailored to your subscribers. You also need to get the timing and frequency of your emails right to increase the impact of your message.
To accomplish this, you can start a lead-nurturing campaign that is triggered by a prospect’s behavior. For example, a shopper who abandoned their purchase should receive a reminder email to re-engage them, aimed to recover lost revenue. Another prospect might be sent a helpful video featuring a product that they previously expressed interest in.
By segmenting these leads based on where they are in the sales funnel, you can lead them into a purchase-ready state and convert the sale.
5. Surprise and Delight Your Customers in the Inbox
Your customers expect more from your brand now more than ever before. To deliver the highly personalized experience they demand, it’s essential that you begin leveraging your customer data to fuel your email marketing efforts.
As you prepare for the busy holiday season, dive into your customer data and segment your audience to maximize the ROI on your email marketing campaigns. That way, you can take full advantage of the most powerful asset in your eCommerce toolbox.
Springbot provides advanced eCommerce marketing technology for small to medium-size retailers. We make the overwhelming task of running and tracking multi-channel marketing campaigns ridiculously simple, from email and social marketing, to online ads, Amazon Marketplace and more. The key is Springbot’s integration with BigCommerce, Magento and Shopify to deliver the power of data management, marketing automation and analytics. We then take that information and make data-driven marketing recommendations specifically tailored for your needs.