The danger of generalised marketing for your deliverability
“Ready for a new smile?”
This is a question that I get asked almost every time I try and watch a video on YouTube.
I am a 28 year old woman in a long-term relationship and according to Clearblue, I should not only have had one child already, but I should now be planning my next one.
The problem with generic data segments…
The assumption that I have children and that I am now planning more, whilst based on average statistics I’m sure, has a negative impact – not only is it incorrect, but it’s patronising and it could be argued, a little offensive. If anything it goes so far as to turn me off a brand that I was never in a position to consider and yet now I find myself ruling it out as an option, if I chose to have children in the future.
Clearblue clearly don’t know anything about me, who I am or what makes me tick.
Nowadays the means to know what individuals browse, purchase and actually purchase is so easily available that it is no longer necessary, or clever, to make assumptions based on age, gender or any other generic data segments.
Intelligent segmentation is the key to good deliverability and a strong relationship with your customer.
The people you are emailing are just that – people, not a list of email addresses that might transform into a bit of revenue. The more time we take to really understand each individuals’ behaviours, the more likely people will be to open your emails, the more likely they will be to read your content and the more likely they will be to engage with your brand.
All of this is straight forward to do through online tracking tools alongside asking your recipients what they are interested in and how often they would like email communication through preference centres. Or you can work out exactly when they, the individual, is mostly likely to check their mail through Intelligent Time Sending tools.
This virtuous circle will build loyal brand advocates and strong deliverability for your brand as every email will be wanted and well received.
Single customer view
Beyond this, the more we layer data, the clearer a picture we will paint of who each prospective customer is and who each active customer is – the end goal will be to build a single customer view of hyper personalised information based on your database so you are sending highly relevant content, at the right time to the right audience resulting in greater deliverability and greater customer satisfaction.