Using Customer Profile Data Effectively

by Nicola Faulkner June 19, 2016
June 19, 2016

Using Customer Data to Send Relevant Email Campaigns

In email marketing, one size doesn’t fit all – it’s all about relevance. So how do you know what your customers are interested in to target them effectively? The obvious answer to this is to ask your customers, but you can’t just rely on them actively handing this information over to you.

Capturing initial customer details

Asking people to create an account will capture basic details about them, such as name, age, hometown and gender, and from this you can track what they’ve been looking at and their purchase history.

Facebook logins make it a lot easier for people to sign into your website and can increase your login rate, providing you with additional information about your customers to run more effective email marketing campaigns.

Building your customer preference data

Request additional information about your customers and target them with relevant content. However, you’ll need to remind customers to keep their profiles up-to-date as their preferences may change over time. A fashion retailer might have a customer interested in a particular type of clothing right now, but fashion changes with age and it’s possible their taste will change in the future.

It’s important to think about the type of questions needed to update their profile accordingly. This could be their favourite brands, favourite categories, where they like to shop, etc., which enable you to inspire them about new items in their interest.

Learning from purchase history

Your customer’s previous purchases can tell you a lot about them. You can infer their taste from this, their typical budget, where they buy from, brand preferences, etc. The danger here is you can end up with data that means you only talk about more of the same in the future, but this doesn’t stop you from promoting similar products and services.

Using web browsing data

What people view on your website gives you a huge scale of data to personalise with, far more than purchase history will provide. In addition, it also tells you what someone is interested in right then and there if they are currently on your site looking at those items.

It’s not one data source – it’s all of them

When choosing your data sources, there’s one key point to make – every piece of data is important and should be used in segmentation and personalisation if you want to send relevant email marketing campaigns. In order for you to use your data to its full potential, you’ll require email marketing software with an integrated data model that can support an array of data points.

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