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Real-Time Segmentation and Personalization: Data for the Email Marketer

Using Data to Increase Email Targeting

18Nov

Modern email marketers struggle with low open and click-through rates, with just 3.26% of email subscribers clicking on email offers. Perhaps even more frustratingly, few marketers have the right tools to integrate email marketing insights with other sources of data. Marketing Sherpa has found that data integration to segment contacts and perform lead-to-customer analyses is modern email marketer’s greatest challenge. Deliverability, retaining subscribers, and achieving measurable ROI are other primary pain points.

List segmentation and relevance are the most important keys to email marketing success at organizations of any size, according to industry-wide surveys of marketing professionals. Best-of-class email marketers rely on multiple personalization techniques, including behaviorally-triggered campaigns, dynamic personalized content, and advanced segmentation to deliver the most relevant messaging possible.

Delivering the right email messages to your subscribers at the right times requires effective data integrations with CRM, marketing software, and third-party big data insights. Join us as we explore how 3rd-party data exchange can significantly improve email marketer’s campaign performance metrics.

Big Data Insights for Effective Email Segmentation

Over half of Fortune 500 marketers are relying on existing email marketing metrics and gut instincts to optimize campaigns. Companies that use email segmentation effectively have 39% higher open rates and 28% fewer unsubscribes. However, the marketing insights in your email marketing platform or data management tool aren’t necessarily an effective indicator of your contact’s current needs. Aspects of consumer identity and needs triggered by life events can drastically change, making your previously relevant email offers completely irrelevant.

Email marketing expert Mike Hotz writes that the four following types of data are, at a minimum, required to create effective, behaviorally-based email segments:

● Email interaction
● Web interaction
● Purchase (transactional) data
● Identity/Demographic Data

However, as Hotz highlights, 'refreshing and reevaluating' your segment data is critical. Identity data from your CRM software that indicates possible need may not be trustworthy, based on the age of your insights. The only way to create genuinely up-to-date email segments is to capture recent interactivity, purchase, and identity data from across multiple devices through third-party data exchange. Segmentation is only an effective tool if it’s reflective of your contact’s current pain points and priorities.

Email Personalization With Data

For many brands, consumer adoption of mobile technologies has drastically shortened the sales cycle. Consumers can research, select, and make purchases in a matter of seconds. As the American Marketing Association writes, marketers increasingly need to target mobile moments, where consumers act upon needs or wants based on a literal glance at their smartphone. Delivering relevant email communications during these micro-moments of need can allow marketers to truly connect with their contacts.

Leading email marketers understand that access to recent, cross-platform data insights is necessary to build accurate contact segments and deliver appropriately relevant messaging. By integrating your marketing data management platform, you can gain unprecedented insights into your consumer’s needs and preferences now. You’ll no longer be reliant on email marketing metrics from last quarter.

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