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Customer’s got mail: Use effective email campaigns to gather valuable data

Marketing professionals know it’s vital to have valuable information about their customers. If you fail to have contact details, product preferences, past purchasing histories and other pertinent data, you run a risk of not generating rewarding results. There are many ways in which marketers can collect data and use it for further initiatives, leading to greater customer retention and loyalty.

A study by TSYS revealed the top reason why companies want to collect data — something you should hammer out before embarking on data acquisition campaigns — is to build their brand. The second reason is for the data to boost their existing and current campaigns, and the third reason is to better understand customers. If you know what your goals and missions are before reaching out to gather information, you have clear cut visions in mind to collect the most effective data.

Go digital
While traditional mailings and other established forms of marketing have been successful for years, consumers are increasingly going online. You need to target individuals through this channel to get valuable consumer information. The first step begins with gathering customer email addresses. That’s the easy part. Moving Targets writes that you can ask for this information during face-to-face interactions with customers, through inquiry pages on your website, posting response cards in stores, at conferences and other places customers may see them.

Once you have email addresses (along with individuals’ names and basic details), then comes the task of crafting messages that are relevant to customers’ wants and needs. This content needs to be personalized or you could run into problems. Generic information that doesn’t speak to people as individuals can turn consumers off from your brand. Incorporate elements based on past purchases, preferred products and services in addition to demographic factors like gender and age. Think of it is turning away from reaching out to customers as a group, and instead speaking to individuals.

Az Business magazine writes that once email campaigns have been launched, the data acquisition process doesn’t stop. You now have access to a plethora of information pertaining to who has opened emails, what the click rates are, which customers have taken advantage of coupons and discounts and many other details that can be incorporated into future messages.

By gathering customer data for email marketing purposes and strategically using it for both your advantage as well as that of individuals, you can create successful email campaigns that interact, entice and encourage customers to do business with your brand.