Email Marketing Part II: Automation & Data Analysis

In the first part of our email-marketing discussion we outlined how to create personalized and interactive emails to engage consumers. But how do you achieve personalized subject headings for each reader or send emails in response to an individual consumer’s behavior? You need tech that automates these functions and gathers and analyzes data on customer demographics and behavior.

Let’s continue our email-marketing conversation by outlining the data-gathering and other technological features available to get your email read rates high.

Email-Marketing Software: Automation & Data-Tracking Features

⋅  Connect email to data about the customer’s journey — Gather a wide range of data, including your customer’s geographic location and time zone, browsing and search behavior, purchase history, and even the local weather. Using automation, integrate this data to determine when and what email offers should be sent.

⋅  Drip-email campaigns. Using a drip campaign, a company sends emails at various stages of a customer’s interaction with a product. They may offer additional education about the product, entice by highlighting certain features, act as reminders or make special offers. Each email responds to the last action the customer took, such as reading or failing to read a prior campaign email.

⋅  Triggered emails.  Set rules for follow-up emails to specific actions: e.g., automated reminder emails about items left in a shopping cart, or marketing emails about new products similar to past purchases.

⋅  Integrated CRM — Customer Relationship Management (CRM) software can integrate with various email-marketing platforms, allowing you to incorporate prior interactions when determining the content of targeted emails. Differentiate your potential clients from long-term customers and make emails responsive to individualized pricing and contracts.

⋅  Omni-channel integration — Tie email automation to multiple sources of customer behavior, including social media engagement and customer service chat history, for a more targeted follow-up to these interactions.

⋅  Segment email lists — Using demographic and customer behavior information, your complete email list can be divided into smaller groups for more targeted, individual-feeling email campaigns.

⋅  Email building — Email marketing software can make it easier to create email templates, optimize emails for mobile view, and even A/B test designs or messages.

⋅  Monitor campaigns — Collect data on interactions with your emails, including click-throughs rates and eventual purchasing or abandonment. Use this data to not only assess any campaign’s ROI, but to also assess the best tag lines, button sizes, interactive features and messages.

What features do you need? What will be most cost effective for your company? Get in touch, and Thanx Media can help you chose and implement the right email-marketing platform.

E-commerce Data Analytics: Do You Know What You’re Looking For?

Data analysis is becoming the center of successful and targeted e-commerce. Customers using websites, email and social media platforms give B2B and B2C e-retailers more information than was ever available for in-person sales. There is a way to use this data to strengthen focus on the strongest markets—for example, using predictive analysis tools Dell was recently able to send half the number of leads, but with a doubled return.

The question is, do you know what you are looking for? All of these online interactions mean almost endless behavior to track. How do you focus on the information that will help improve your marketing ROI?

Generating Long-Term Customers: Five Ways to Use Predictive Analytics

1.  New Customer ConversionWhat does a new shopper respond to that gets them to become a customer? Track inbound conversions from newsletters, emails and social media campaigns. Use data to find which products grab the most attention so that you know what should be front and center. Keep track of new sales that are tied to incentives, such as customer loyalty programs, to gauge what is most successful.

2.  Heat MapsWhat parts of your website are getting the most action? Heat map programs show you the hottest points on your site, so that you know what generates the most clicks and what items users are pretty much ignoring. Use this data to decide where information is placed on your site and where to add some graphic punch.

3.  Browsing Behavior Do your customers have a recurring focus? For example, your customers might consistently look at particular product specifications or shipping times most closely. Develop a sense of trust and increase your site’s ease-of-use by highlighting the information your customers find most relevant.

4.  Customer Long-Term ValueAre you generating repeat customers and which ones come back? If your marketing campaigns mostly get you single purchase customers, those campaigns may not be as successful as an initial sales figure suggests. Find common traits among repeat buyers to identify the strategies that create loyalty.

5.  Churn RateWhat spurs a customer to cut ties? Are you losing customers somewhere in the middle of their purchase decision? To successfully track your churn rate and understand what turns customers away, focus on both potential customers who abandon their carts and on previous customers who are no longer shopping—find the overlapping complaints and problems. Also, make sure it is easy for customers to share feedback so that you can consistently track and address complaints.