5 Data Points That You Already Have That You Are Not Effectively Using in Email Marketing. #3 Will Probably Surprise You
5 Data Points That You Already Have That You Are Not Effectively Using in Email Marketing. #3 Will Probably Surprise You.
1. Geo-location/Time Zone– Use the person’s address to determine what time to send emails and what campaigns to send.
Most email marketers have a platform for sending email campaigns. Those platforms offer various functions that center around the timing of when you send an email, normally based off of time zone but even more specifically, their geo-location when they are properly segmented. You can use geo-location and time zone separately or you can combine them. It’s not just the time of day that you send that matters, but also the frequency in which you send. Marketers utilize Send Time Optimization in sales outreach and follow ups, lead nurturing campaigns and promotions of services and products. My friend, Paul, at AudiencePoint, who specialize in STO, put it to me like this:
At AudiencePoint we have discovered that time-based patterns exist in every marketer’s audiences. There is no single best time to send an email. Many marketers will play the clock to their advantage and send their content as early in the morning as they can. As more of their subscribers come online for the day, more eyeballs are exposed to their content. But… are they? The greater the distance between the time of send and when a subscriber checks his or her email has a direct relationship to the number of emails that your content is competing against.
A B2B marketer will probably optimize their sending of a campaign promoting a new service, especially if it’s international. They know it’s 3 a.m. in China and that there are few people checking emails. It makes total sense. You also have retailers who will send out B2C emails based off their geo-location and use this to target an audience close to one of their retail stores to offer discounts/coupons. They might target locations where they’ve seen better engagement. We hear about timing and relevance all the time and why it’s so important. Be in the right place at the right time! Utilize both geo-location and time zone. It’ll be like the offer was practically made for them.
2. Last Purchase Date/Item– Use this information to determine how frequently average customers purchase. This can be used to send timely reminder emails that will be well received.
You ever get the emails that say, “We miss you…” or “It’s been a while since you’ve shopped with us…” and they go on to offer a deal of some sort? Retailers can use your last purchase date, especially if it’s been a while, to reel you back in with some type of offer. Frankly, it works on me more times than not and I’m checking out the deal. If someone just purchased a pair of eyeglasses, they don’t need an email on purchasing another pair eyeglasses the following week.
Timing, again, is imperative to these types of email campaigns. Segmentation, too, in this aspect goes a long way when deciding who gets what campaigns and when. If you’re sending one of those emails that targets a direct item offer, try to keep that campaign geared towards people who haven’t bought in a while and additionally, to those people who bought those items in the past. Not to say that people don’t look in different departments, but if someone has bought shoes the last three times, well, they probably like your shoes; Use that data to offer something that is relevant to them. An article was posted by Practical eCommerce which stated, “Customers that have made a recent purchase are more than twice as likely to come back and buy when sent re-marketing emails — 57 percent will come back and buy compared with 21 percent for all abandoners.”
3. App/Website login data– If you have an app or website, does the person log on regularly? Use that to send targeted and timely emails.
First, let me say that before you start tracking people’s data, make sure you have an opt-in for it. We all know what’s going on with data breaches right now and I would hate for that to happen. Besides, GDPR is approaching as well, and I can’t stress how important it is when it comes to businesses who target audiences internationally. Now, let’s assume you’ve created an opt-in for data tracking, the cookies from a user’s computer create a visitor record. It tracks the last login, pages visited, how long they stayed on each page, etc. You can use this website behavior to send targeted emails to specific audiences.
Google Analytics offers statistics on anonymous users where many email marketing platforms offer tools to track email subscribers when they visit your website. They are both useful tools that offer various data tracking abilities but if you’d like to use the website or app data of your already subscribed users, your ESP would probably be best for this.
This data point is pretty simple and direct but it is a lot of time not thought of when it comes to collecting data to help segment and target campaigns to specific audiences. Stay relevant based off of their website behavior/history, just as it was noted in the last data point. Lastly, send different types of emails to people who log in frequently and another to those who don’t log in so often. If you log in frequently, you might get normal update emails based off of some of your website behavior such as updates from some of the pages you’ve expressed interest in. If you haven’t logged into social media for a while, you might get an email along the lines of, “ (Your Name Here), you have 1017 followers that haven’t heard from you in a while.” Your goal is to encourage different behaviors for different segments.
4. Open History- Review the open rates by type of emails. This will help determine better segmentation based on what the recipients are most likely to open.
I won’t go into details about how to get more opened emails from your targeted audience because that is an entirely different post in itself. This data point is specifically on how to continue to send timely and relevant emails based off what type of emails your subscribers have opened from you before. The goal here isn’t how to get a high open and click rate but keeping a high open and click rate based off of open history. I would start off with creating some type of tagging/labeling/category system. We often use keywords in our content to establish data tracking and you can use a system on all of your email campaigns so you can later segment subscribers by the tags that they are most interested in and/or more likely to open. If Debbie Sue is opening emails with a tag of: promotions, kids, and home decor, use that to your advantage to send future campaigns involving the things she is expressing the most interest in.
5. Product purchase reviews– Are you following up with all your customers to make sure they re-engage with your site to provide reviews or feedback?
I’m not much of a product review person. But for those who do leave reviews, some businesses like to reward you, as they should. When it comes to post purchase email campaigns, I would recommend offering an incentive that goes along with providing feedback about a product or service. Give them a reason to want to be engaged. I worked for a European auto mechanic shop and my boss had me send out emails that offered a free oil change to anyone who left a positive review on Kudzu about their experience. This did one of two things- it brought that person back and/or it also helped boost the reputation of the company when potential customers went to check out details on the shop thus creating a better chance to gain new customers. Fulcrum Tech posted some stats on a blog regarding product purchase reviews:
- 68% of consumers said they trust online opinions from other consumers.
- 55% of online shoppers in this survey reported that customer reviews influence their buying decisions.
- This study showed that products with reviews had a 12.5% higher conversion rate compared to those without. Plus, products with more than 20 reviews had an approximate 84% higher conversion than products without reviews.
If you can see, a lot of these data points can tie in together and for good reason. Two major components of sending good emails are time and relevancy. Do you notice when you’re ready to unsubscribe from an email list most of the time they ask you why you want to unsubscribe? You check a box as to which better applies to your reason for this email breakup. More times than not, it’s because the content is not relevant, or no longer relevant, and because you get too many emails from them. A good point to bring up, too, is as people’s email habits change, such as life events or interests, your segmentation of those subscribers should too.