How To Effectively Engage With Your Customers With Email Behavioural Data?

datafying How to effectively engage with your customers with email behaviour data

Photo Credit = Philip Taylor@Flickr

My personal Yahoo account is still full of promotional emails despite the fact that I have not opened or clicked on most of these emails in the past 12 months or more. The primary use of this account has now become our seed list when proofing client’s email campaigns.

After opening some of these emails, I have noticed that some of these promotional emails were highly targeted and personalised based on transactional data and personal data collected from me. Very data-driven! The rest of these emails were still using the batch and blast approach delivering irrelevant contents to my inbox. What? An offer for baby food when I am a single male with no kid?

Now, it is very clear to the marketers that I have no email engagement with their brands for a very long time. Why would they continue to email me with all these promotional offers? The answer is simple – no one ever looked at the email engagement at the customer level. It is already too late when customers have already become disengaged. And, of course, we know that email marketing is often inexpensive. So, why not simply email everyone…

As many email providers are becoming more spam sensitive, your future email campaigns will very likely be turned into spam traps. But, other customers who are interested in your promotional emails might no longer receive them due to low engagement and dormant email addresses associated with the same email provider.

So, how to effectively engage with your customers with a more savvy data-driven approach?

It is totally pointless to deliver targeted and personalised communications to your customers when they are not engaging in the email channel. Why email someone who never opened a single email in the past 365 days?

Apart from doing targeted and personalised email campaigns, marketers should further dive into the data by developing an Email Responder Score – ERS to identify customers who are currently at risk or likely to become non-openers. Essentially, the Email Responder Score allocates a score for each customer based on the key historical email engagement metrics. With the ERS, marketers can take actions before their customers become disengaged.

It is time to look at a more innovative approach of doing data-driven marketing. Stop pushing campaigns out the doors just like your competitors do.

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