Using Customer Profile Data Effectively

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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, home town and gender, and from this you can track what they’ve been looking at and their purchase history.

Facebook login’s make it alot 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.

Maxemail allows you to integrate your CRM system and build on data profile fields, so you can easily personalised emails and create segments based on your customer’s demographics.

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 there and then if they are currently on your site looking at those items.

Our email marketing software allows you to implement an Application Programming Interface (API) with specialist tracking to target customers with personalised, highly-relevant and real-time emails encouraging them to purchase.

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.

Maxemail allows you to upload, collect and grow your data directly within the platform itself, meaning customer information is there to easily create segments and personalise your email marketing campaigns using a range of tools.

About Nicola Faulkner

Senior Marketing Executive at Emailcenter UK Limited - a leading independent provider of email marketing software, services and solutions.