While this sounds interesting, it’s not enough to simply have data in your possession. It’s much better to be able to draw insights from that data for it to be useful. With data, you can create more effective marketing campaigns that are targeted and personalised.
One of your aims with data-driven marketing techniques should be to find out what your audiences are interested in, who they interact with online, what your competitors are doing, what's worked in the past, and so on.
Your return on investment is much more clearer when data is used, while you gain a better understanding of your customers and their behaviour. This gives you insight into what makes them convert or complete a purchase, taking the guesswork out of it.
Know your customer
All customers are not created equal. They vary in their likes, dislikes, opinions and tastes, among other traits. Before venturing off on a campaign, ensure that you have a good sense of who they are, where they are based and other metrics.
If you’re able to figure out which of your customers are likely to purchase or a repeat purchase of a certain product then you’ve hit the jackpot. Together with data on purchase history and buyer behaviour, you can determine which strategy to use on which customers.
By breaking down your customers into segments using this information, you can discover which of them will convert, allowing you to focus your marketing segments more on those. You can also draw insights into each customer’s potential lifetime value spend.
Using data gives you the opportunity to target your messaging using personalisation. Customer relationship management software can help to track this data as you send out informed responses rather than via a blanket approach.
One survey found that up to 91% of consumers were more likely to make a purchase from a brand that provided a more personalised experience, giving relevant product offers and recommendations. On the other hand, 83% of customers were found to be willing to share their data for a more personalised experience.
Using behavior-based marketing techniques connects you to your customers better. If a consumer browses through an e-commerce website, for example, and does not complete their purchase, you can send them a nudge email to remind them that they left something in their basket. This can increase conversion.
Timing is everything
Using send time optimisation can assist you in getting a sense of what time your customers are likely to engage with your campaigns. This a data-driven tool that tracks when your audience is likely to open an email, for example, and automatically sends out one at the appropriate time.
Send time optimisation is particularly useful when you have customers in several time zones. You wouldn’t want them receiving an email in the middle of the night and risk them not viewing it among a huge pile of various emails in the inbox when morning comes.
One study found Fridays to have the highest clickthrough rate, while Tuesday had the highest open rates. This shows the importance of timing in marketing.
In the greater scheme of things, timing is also important in making sure you don’t send out email campaigns at the wrong time of the year. An example of this is sending out certain campaigns during Lent or Ramadan seasons when your customers are observing religious practices and cannot partake in your product or service.
The subject line is your point of entry
Subject lines are the first thing your audience sees, and what the title says will determine whether or not they will open your emails. They should attract the attention of the reader with only a split second to make a decision.
You could use data to determine which subject lines will be more effective with proper punctuation and whether or not you should use emojis. You could even make use of split or A/B testing to determine which subject lines will have higher open rates and push those.
It would be quite unfortunate for a carefully curated campaign to end up in your recipients’ email trash folders. Customers have short attention spans and therefore, subject lines need to be short but able push a sense of urgency on the reader for faster conversions.
Re-engage with your customers
Having collected a lot of data about your customers through various data points, you may find that some of them have slightly or completely withdrawn from your brand. This usually occurs when they have an interest in your product but haven’t decided to take the next step and convert.
Using this data, you can re-engage with your customers through a clear strategy of how to recreate that interest in your product, or convert existing interest into a purchase. Always keep a step-by-step strategy on what to do next using drip campaign techniques.
We’ve seen that the use of data and analytics is absolutely necessary for any successful marketing campaign. By taking time to use data to understand your customers fully and putting a considerable effort into personalising their experience, your business can realise increased engagements and conversions.