Your prospects and customers now look for more relevant, more personalized brand experiences.
Yet scaling personalized content often feels nearly impossible, especially for scaling businesses.
This is where data-driven email marketing comes in. Using customer data streams and dynamic content techniques, you can send highly customized emails at surprisingly high volumes.
Join Ladera Ranch Digital Marketing as we explore the impact of smart data use in targeted email outreach that drives loyalty and results. Keep reading for actionable ways to push boundaries on your email program using data-driven strategy.
Know Your Audience Inside and Out
First and foremost, you must understand your subscriber database inside and out using robust data collection. Rich profile captures include:
- Demographic information, such as location, age and industry: In behavioral signals, such as pages viewed, products watched, cart abandoned, frequency of purchase
- Psychographic attributes of pain points, goals and interests
- Transaction details-including order histories, average spend, refund rates
Analyze your audience segments on a regular basis to stay on top of that change. The more quantitative and qualitative data you amass, the more prepared you’ll be to bring hyper-relevant messages to the forefront.
Personalize with Dynamic Fields
Once profiles are fleshed out, inject personalization into your email templates leveraging dynamic merge tags. Pulling first names, past purchases, location data, and more into subject lines and copy drives impact.
For example:
“[First Name], we’re thrilled with your past support of our [Latest Purchase] line. As a valued [Location] customer, here are some timely tips.”
Test different dynamic field combinations to determine what will work best for each segment of your audience. Kill all one-size-fits-all blasts in favor of personal touches that feel well-considered.
Programmatically Trigger Messages
Customer information also gives you a reason to trigger programmatic email to milestones. So, you can start sending the following:
- Abandoned cart reminders for incomplete purchases
- Win-back messaging targeting lapsed users
- Birthday messages along with personalized offers You can send reattend emails after an event.
- Welcoming campaigns for new subscribers
- Segment subscribers and turn on the relevant journeys in your ESP’s workflow tools via cookies, purchase pattern or CRM integrations.
Personalize with Predictive Targeting
Use machine learning models to predict content personalization. For instance, use past purchase data sets to determine what is probably being purchased next and promote cross-sell and upsell options appropriately to each recipient.
Test different product bundle configurations to maximize your promotional success rates. The algorithms get smarter over time, ensuring optimal predictive targeting that boosts revenue.
Measure and Optimize Continuously
As with all marketing, measurement is key. Measure open/click rates plus purchase behaviors to surface top-performing message elements and audience affinities.
Try split-testing subject lines, calls-to-action, image treatments, and more to maximize engagement and conversion rates. Remember the benchmarks: 5-10% open rates and 2-3% click-through rates for a well-built list.
Constantly honing data-informed personalized email strategies allows you to bring forth stellar value and experiences in efforts to build loyalty fueling long-term growth for your business-and it requires only the willingness to lean on insights at scale.
