Customer data is one of a company’s greatest assets. Yet, this data is often underutilized. Learning about your customers and using that behavioral and transactional data to create more relevant and meaningful customer communications is the key to building and maintaining strong customer relationships.
Email marketing lends itself to tracking so marketers can gain a real-time sense of how well a campaign is performing, and pinpoint problems or areas that need improvement. The challenge a lot of marketers face is how to make sense of all the data and use it effectively. Organizing the data you accumulate from your email campaigns—and making sense if it all—can be daunting. However, developing a better understanding of customer behaviors, attitudes, and preferences enables more effective and relevant messaging.
Email intelligence tactics can help you take your marketing to the next level. For example:
• Identify and segment newly married from empty nesters (these consumers are at distinct phases in their lives)
• Segment by geography (don’t advertise Red Sox baseball caps to New York residents)
• Profile the characteristics of your most profitable customers (buys frequently, high-volume)
• Focus your sales efforts on the leads that meet qualifying criteria (demographics, firmographics)
Read More “Transforming your data into customer intelligence”
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