March 27, 2014 Patricia Ferreria
With social media and mobile marketing growing at a rapid pace many industry leaders are questioning whether email marketing is still a relevant channel to reach consumers. Despite all of this debate surrounding email and whether or not its still relevant, it still remains one of the most powerful and trusted communication vessels that enables marketers to build long-term relationships with the most loyal and engaged customers. How do you maximize marketing data these days?
According to “ 3 ways to Maximize Marketing Data” an estimated 80% of people subscribe to email lists purely to receive coupons, discounts, and deals. Email is emerging as a powerful tool for gathering, analyzing and applying customer data.
Instead of just gathering useless data we need GOOD data because that is where email can help. The goal in email marketing is to shift away from the quantity of data, and to focus on maximizing data quality.
Three ways that will help you maximize you marketing data is by completing the following:
1. Progressive Profiling:
Email gives us the opportunity to add more layers of data to seek information about our subscribers beyond their purchase activity. We can keep track of responses to our messages and build a more complete profile of our subscribers to understand them. In doing this we are able to personalize and refine content.
2. Testing the waters:
What most marketers do not realize is that email subscribers are a valuable focus group. They are people who are already engaged in your brand. To them, what you have to say is extremely important. With subscribers you can test branding, positioning, voice and tone, taglines, and more. You can learn what resonates with existing customers before expanding your reach to other audiences. This can be done by asking for their feedback and will make subscribers feel invested in your brand.
3. Incorporating real-time or interactive content:
Embedding active content into emails to drive engagement based on what you know to be relevant for your customers can be useful. For example, if it was November and I was a marketer at Canadian Tire, I would be trying to convince people to buy winter tires before winter hits. It is timely and is relevant to the consumer’s needs.
Without any doubt in my mind email still remains one of the most powerful and valuable marketing tools. It is able to gain useful knowledge to help strengthen customer’s relationships, boost loyalty, and most importantly gain more sales.
Here at Raven5 we can find your audience and eliminate your email marketing dilemma. We are able to reach your audience through our Raven5 Media platform and spread the word about your product or service to people in our email lists who are genuinely interested in your product. These people are brand advocates and brand influencers who will help spread the word to new customers.
Get your audience with Raven5.
Patricia Ferreira, Raven5 Ltd, Oakville, Ontario March 2014.