Email marketers: Get more creative with customer data

Kyle Henderick | May 22, 2019

Email marketers: Get more creative with customer data
Customers know what brands have the capabilities to do, and they want brands to speak to them on a more personal level in their marketing messages. Now, people don’t just like seeing tailored emails they’re beginning to expect it. That’s why personalization is one of the most effective ways to improve email conversions, but only if executed properly.So how do you leverage customer data in your emails beyond just including their name in the subject line or sending them a product they’ve already looked at on your site? I spoke with Sterling Crain, Art Director at Yes Marketing, to learn how marketers should get more creative with the use of customer data in their email creative.The easiest way to impress subscribers with personalization techniques is by using first-party data you already have, like loyalty program information, location and name. Here are three creative ways to use customer data to personalize email messages.Display loyalty progress with status bars Your loyalty program should always inform your email marketing strategy, especially since it’s an efficient way to continue gaining information about your customers. One way to excite customers about your loyalty program is to highlight their progress toward new rewards or loyalty tiers with status bar visuals. Status bars display each member’s current activity and history along with a clear call to action for how to earn more points or rewards. Mixing in the different earning opportunities is a good way to create a rotation and add a little bit of variety. Additionally, make the path to access account information or purchase from email as seamless as possible so customers can easily accrue more points. For the biggest impact, make this the second or third module of each email. Progress status bars also present opportunities to use data to promote personalized rewards for each customer. Rather than providing generic offers (e.g., a discount or free shipping) for everyone, spice up it up for your most loyal customers and tailor your offerings based on each shopper’s loyalty status. For example, if a customer needs to spend a certain amount to reach the next level, suggest items you know she’ll like (based on her purchase history) within the price range needed.
Integrate location-based data If you have a brick-and-mortar store, use customer location data to strengthen shoppers’ connections with their local stores. Display the nearest location and hours to each customer based on email open time.

Spotlight

With customers consistently seeking fast, convenient and simple self-checkout experiences, retailers are understandably reluctant to do anything that will add friction at checkout. However, customers want to feel confident that their transactions are accurate, and retailers need to trust in the syst


Other News

MARKETING ANALYTICS

CLG and Samsung Announce Marketing Partnership

Samsung | April 13, 2021

CLG, a top-tier North American esports organization, and Samsung Electronics America, announced a partnership in which Samsung will be the Official Computer Memory Hardware Devices Partner for all CLG teams. The partnership includes an editorial-style digital content series and premier brand integration throughout CLG’s team and player digital channels across Twitch, Twitter and Instagram. Samsung is also the Presenting Partner for CLG’s Amateur Competition Platform “Samsung Open Tournament Series,” where Samsung will be involved in all marketing assets and throughout the livestreams of Samsung Open Tournament Series events on the CLG Twitch Channel. Th...

Read More

MARKETING ANALYTICS

WiSA Wave Marketing Program Continues to Drive and Grow Consumer Traffic to WiSA and Member Websites

WiSA | April 14, 2021

WiSA LLC, founded by Summit Wireless Technologies (NASDAQ: WISA), today announced strong, continued website traffic and category exposure driven by the WiSA Wave Marketing Program. The program, launched on September 1, 2020, creates specific digital marketing assets and campaigns and provides Association members access to WiSA’s analytics and growing consumer database. WiSA is forecasting website traffic to reach one million visitors in 2021. WiSA Wave has shown significant web traffic growth quarter to quarter and year over year. Nearly 140,000 visitors were driven to websites for WiSA or brands and retailers in Q1 2021 versus over 34,000 in Q1 2020, repr...

Read More

CONTENT MARKETING

Quad Expands Partnership With Package InSight to Help Brands Better Understand the Impact of Design on Consumer Behavior

Quad | April 14, 2021

Quad/Graphics, Inc. (NYSE: QUAD) today announced it is enhancing its integrated marketing solutions offering through a newly expanded relationship with Package InSight, an organization that studies brand packaging performance, consumer attention and shelf impact. Through this partnership, brands and marketers who work with Quad will have access to a unique, data-driven view of how consumers engage with products during the shopping experience to aid in decision-making. Package InSight, a trusted source of consumer research, uses the latest in biometric technology, such as mobile eye-tracking, facial coding and brain activation, to study package performance, consumer attention a...

Read More

MARKETING ANALYTICS

Agile marketing requires agile data measurement

martechtoday | March 30, 2021

“You have to be agile today,” said Matthew Murray, COO & CMO of direct-to-consumer women’s wellness brand Love Wellness. Certainly this didn’t shock any attendees of MarTech’s virtual conference this March. As we’ve covered extensively at MarTech Today, agile marketing is a route many business are taking, and it works best when keeping the customer as the focus. For Murray, nimble data measurement and analytics strategies are also essential to keeping the agile marketers ready for anything. Keeping agile during rapid growth Love Wellness has seen 100x growth since Murray joined the team in 2018. At that time, the co...

Read More

Spotlight

With customers consistently seeking fast, convenient and simple self-checkout experiences, retailers are understandably reluctant to do anything that will add friction at checkout. However, customers want to feel confident that their transactions are accurate, and retailers need to trust in the syst

Resources

Events