While retail brands continue to mine for actionable insights, consumers are constantly inundated by digital communications, including email, text, voice and app notifications. But excessive reach-outs, irrelevant offers, or multiple, lengthy requests for personal data can be perceived as obnoxious and off-putting, especially to those who don’t remember providing an email address in the first place. This poor marketing practice can and does lead to irrecoverable opportunities for many businesses.
That’s why today’s leading brand manufacturers are reimagining the way in which email is used to mine for actionable data, without going over the line. With the benefits of digital technology and cutting-edge software, email marketing is rapidly evolving into a well-balanced and highly targeted messaging strategy. One that fits with a consumer’s individual wants and needs, keeping them effectively engaged and coming back for more.
“What marketers need to do now is tailor emails so that what the customer receives is more relevant to them. Research by the Aberdeen Group indicates personalized emails improve click-through rates by 14 percent and conversion rates by 10%.” – Jalna Soulage, Experian
Collect Email Addresses Effectively.
While your business may obtain millions of email addresses of paying customers at checkout (online and in store), brand manufacturers need a diversified approach when it comes to building a targeted email list. For example, post useful offers across your website and landing pages, like membership benefits, discounts, contests and free newsletters.
Collect consumer information, while building deeper profiles, through tracked contact forms. Include a section for the consumer’s name, email address and level of interest. These targeted techniques will offer ‘the right’ consumers an actionable reason to open your emails and continue the cycle of providing more relevant data – all while making more purchases.
Make Communications Personal.
Modern-minded shoppers aren’t going to give up relevant data unless brands play to individual interests. For example, when armed with the knowledge of when, where and why an email address was collected, brands can immediately target consumers through geography and personal interests.
If a consumer entered contact information at a New York City-based location, during the holiday season, while purchasing a pair of insulated slippers – the brand could then email a follow-up with offers and discounts for other winter apparel or holiday-related gift ideas. By playing to known likes and tastes, brands have a much higher chance of connecting with the consumer, while inspiring more clicks (or other desired actions) and influencing loyalty.
Turning Theory into Reality
Behind every email, offer, discount, product and campaign, there are powerful analytics to be realized. With the help of experts in the field of digital marketing and consumer analytics, brand manufacturers can now harness actionable insights for improved marketing and increased ROI. Start leveraging your data today! Learn more by contacting PriceSpider.
