The Predictor – How to take your next steps in email marketing… Published June 10, 2016 Well done – you’re part of the elite group of marketers we call ‘The Predictors’. You’re employing an email marketing strategy that’s shaping what your recipients think and do. Now you’re thinking way beyond your next email and even beyond their next purchase. You’ve got their future mapped out – from lead or lapsed customer to nurturing a longstanding brand advocate. But this advanced stage of email marketing is not without its challenges. Resource is tight – especially when you’re trying to stay one-step ahead of your competitors and it’s a struggle to stay informed on new developments which keep you at the top of your game. Technology-wise your systems might be speaking to each other but the integration isn’t perfect and cracks are beginning to show. We’ll be using our Email Maturity Model as a framework to guide you – The Predictor – on what your next steps should be. In the following blog post we’ll be answering common questions which our clients ask us, with suggestions tailored to The Predictor’s specific challenges, constraints and needs. Question: How do I improve the efficiency of my data analysis and email marketing? Answer: Collate your data and automate your campaigns with Customer Intelligence Even at The Predictor’s level, it can still be a battle to get your systems working together. They might be integrated in theory but there still glitches and delays – whether it’s in the analysis, data feeds or the production time needed to create emails. Our Customer Intelligence solution is a great way to bring your existing systems together to consolidate your sales, demographic and behavioural data from across your business, creating a single view of the customer. It doesn’t simply house your data, the visual nature of Customer Intelligence allows you to quickly identify trends and patterns reducing analysis time by up to 80%. Using Customer Intelligence you can access templated best practice segments to group and view your data based on engagement, recency, frequency and monetary value. Once the analysis is complete, Customer Intelligence then allows you to automatically launch campaigns based on the insight. These targeted campaigns multiply conversion rate by up to 25%. The results of the automated campaigns then feedback into Customer Intelligence, enriching the data further and informing future activity. This centralised hub for data insight allows you to improve the speed and efficiency of your email marketing without the constraints of IT resource or integrating separate systems. Question: How can I enrich my database without asking my customers lots of questions? Answer: Track your customers’ behaviour with Behavioural Targeting Actions speak louder than words. And tracking your customer’s behaviour gives you much more insight into their interests than by asking them questions. Our Behavioural Targeting solution allows you to see what visitors to your website browse, click and even put in their basket. These actions give you insight into what products they’ve considered, liked or what they’ve changed their mind about. Behavioural Targeting then makes recommendations or displays products they’ve recently browsed or purchased, or even shows offers related to their interests. By displaying targeted content which is relevant to your customer’s interests you’re able to increase sales by up to 22%. As Behavioural Targeting constantly tracks and updates the information you have about the customer’s behaviour, the data you have on your customer is always the most relevant and up to date it can be. The real-time nature of the solution means you can contact the customer with targeted content as and when they’re interacting with your website. You can even contact your customers with automated emails as they’re on your website or shortly after they’ve browsed. A cart abandonment program can be managed with ease using Behavioural Targeting, and is just one example of how you can track behaviours and trigger emails to re-engage visitors. This means you are contacting them when they’re most receptive to your marketing, increasing conversion rates by up to 8%. Question: How do I measure success when my goals are not just short-term sales? Answer: Look at the life-time value of the customers The Predictor knows that successful marketing isn’t just about creating short-term sales spikes or acquiring new customers, but retaining and nurturing the relationship with existing ones. But how do you justify activity that may not result in a sale in the next week, month or even quarter? Customer life-time value is a good metric to use if you’re trying to measure your success at nurturing sales and loyalty over time. It goes beyond tracking email activity against monthly sales reports and looks at the value of nurturing relationships across your business over a longer period. The simplest way to calculate lifetime value of a customer is to add up all the gross profit from offline and online purchases for each individual customer. This will show you who your most valuable customers are over time – not just the customers making heavily discounted frequent purchases which result in reduced profit. By calculating this figure you make sure you’re putting your effort in the right places and measure the impact of your CRM activity on driving loyalty and retention. These are just a few options that will allow you to cost-effectively scale your capabilities while grabbing every opportunity to encourage loyalty, retention and engagement. And regardless of your business demands or level of marketing expertise, there are always ways to drive better email marketing results.