Purchase Data
Email is ideal for cross-selling. Being able to identify what products each person in your list has purchased enables you to send targeted follow-up offers on accessories or complimentary solutions.

Telemarketing campaigns and sales teams
In B2B markets most data collected is from your sales force. This can be utilised by refreshing your email marketing data on a weekly or monthly basis with the latest information collected by front-line staff. This is made easy with the append feature in Maxemail that enables you to add extra fields or overwrite existing ones. The benefit of this is you can maintain your unsubscribe management purely on Maxemail and not have to add the data as a new list.

Profile data
Collecting information about a customers specific interests, hobbies or lifestyle will enable you to identify target groups. For example, an online bookstore could send targeted offers to DIY enthusiasts, music lovers or sports fans as opposed to simply one size fits all.

Demographic
Knowing this basic information about a recipient can also be used to not only send more targeted product information but in determining the creative used or the tone of the email. On a basic level this means an email to the 18-25 year olds would benefit from different copy to one sent to the over 50’s on your list.

Geographic
Using the recipients location can be used to send information within the email on their local retail outlets or with the name of their local sales representative.

Tracking reports
Using the tracking reports of previous campaigns can make future emails more effective. For example, your list could be split into two – one with those that opened the email and one with those that did not. Different subject lines could then be used on this second list to test whether this has an impact in encouraging them to open the email.

Survey data
Surveys can provide enlightenment over your customers perceptions of your products and services. This can be used to alter the types of messages you send in your marketing emails. For example customers who have responded to a survey indicating that your pricing is not competitive can be sent price-led offers.