Let’s face it; it’s a fact! Customer data-driven marketing is the way email marketing will go in the future. Utilizing customer data to shape your communication with them eliminates the dreadful hit-or-miss approach. This is a positive development because marketers now have a better chance of presenting clients with a solution to their specific concerns.
But how do you go about doing that?
Customer Data-Driven Marketing Importance
- Customer Data Can Be Used To Target Customers More Precisely
It’s great to build a client information database, but this data is frequently incomplete, making it useless. You can’t run an efficient email marketing campaign until you arrange it by segmenting and categorizing it.
Lead segmentation aids in the prioritization of prospects and the targeting of specific content to increase conversions. When you segment your audience, it’s easy to tell the difference between qualified and unqualified leads. You may also determine where each segment is in their customer journey and which parts are the most likely to convert. For example, abandoned cart data is a valuable indicator of high-purchase-propensity leads.
The type of information you acquire from your prospects or clients will determine how you segment your data. Demographics, geography, occupation, and behavior are the most typical data classification characteristics that help brands with precision targeting. Converting a qualified lead at the right moment with the correct offer is crucial.
- Data Can Be Used To Hyper-Personalize Emails
If you’re not using email personalization yet, you’re missing out on an opportunity to increase your revenue by 760 percent. Don’t worry; we were as taken aback as you were!
Furthermore, your prospects are accustomed to receiving individualized offers in their emails. Leads don’t want to get generic emails because data-savvy firms have been personalizing pitches for a long time. And data can assist you with this!
You may figure out your potential customer’s pain spots using customer data and provide them with a practical solution in the form of your product or service. Furthermore, no other channel offers hyper-personalization as email marketing does. It allows you to contact them individually.
So, use client data for hyper-personalization to boost your open and click-through rates.
- Customer Data Can Be Used To Determine Email Frequency
Few people realize that the first email you send to a prospect has the most significant open rate. With each passing email, this number begins to shrink substantially. The best way to improve your available rates is to attain an ideal number with a specific lead segment rather than increasing your send frequency.
Is there a “perfect” email frequency? Yes, there is, and the answer can be found in customer data. You can determine how many emails a group is receptive to when running an email marketing campaign on a segmented email list. For example, if you send three emails every ten days to a section and notice a significant drop in open rates, it’s time to dial it down.
While there is no magic number for how often you should send emails, experts recommend sending follow-up emails every two weeks. If you notice that your open rates are increasing, you may want to reconsider your frequency. On the other side, you can come across consumer segments that only open your emails twice a week and reward you with a high open-rate.
Finally, establishing the proper email frequency is a balancing act that may take one or two email marketing campaigns to perfect. However, you’ll only be able to fine-tune your email sends per segment based on the data collected from these campaigns.
- Customer Data Can Help You Time Your Emails Perfectly
Many marketers believe that sending brand emails should only be done in the evening or at night. The truth is that there is no optimal time of day to contact your prospect. Each lead group is proactive and willing to engage with your business at different times. Furthermore, recent research reveals that there is no significant change in open and click-through rates over the weekend, contrary to popular belief.
For all you know, your younger prospect base is most engaged with your brand communication late at night on weekdays. The idea is that when it comes to determining the best time to send emails, don’t make assumptions. Instead, use real-time information about when your unique lead segments open their emails.
Conclusion
Despite the rise of social media and other digital networking platforms, about 4 billion active users worldwide still use email. Furthermore, unlike other platforms, emails allow you to interact with your prospects one-on-one.
Learn everything there is to know about your prospects using data, and then contact them via email to increase revenue. However, you won’t be able to do so without utilizing the data’s insights. So, why aren’t you taking advantage of such a powerful tool for converting leads into loyal customers?
