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Power Your Email Marketing With Your Customer Data

You might wonder, can a growing e-commerce brand get the same kind of results from their email marketing as the Amazons and Wayfairs of the world? We’re here to tell you that you can.  If you haven’t devoted time to taking inventory of your customer data, and considering how it might be used to inform and improve your email marketing, the time is now.

Every time a customer interacts with your brand, whether it’s liking a social media post, making a purchase in your Shopify store, or reading your blog posts, they are leaving a treasure trove of data behind.

Some examples of various types of customer data you most likely have at your disposal:

  • social media likes, comments, and shares
  • purchase data (from your own website, or via Shopify, Magento, BigCommerce or other platforms)
  • behavioral data – onsite searches, browsing activity, and clicks

E-commerce giants can deliver such personalized email marketing because they harness all of their customer data and put it to work for them. We’re encouraging you to join the ranks of data-driven marketers, so you can grow your business, gain valuable insights about your customers, and remain competitive.

The magic recipe for creating these highly personalized customer experiences? All of the customer data mentioned above plus A.I.-enabled technology that can analyze and make smart predictions based on the data. Those predictions help marketers deliver the right message to the right customer at the right time, creating the type of experience customers have come to expect.

As with any aspect of your business, you’ll want to focus on those metrics that are key to email marketing effectiveness. Does it matter how many raw ad impressions you got? Probably not. Using an A.I.-enabled email marketing platform allows you to free yourself from some of the manual work and guesswork, and have important behavioral, conversion, and retention data at your fingertips.

Here are three areas you’ll want to focus on first.

1. Website behavior

Tracking the pages that users viewed, the actions they took, and their exit points can give you tremendous insights about your visitors and the effectiveness of your website content. Analyzing these metrics will tell you which aspects of your site need improvement. For example, say you discovered that while shoppers are clicking the “add to cart” button, most leave before they provide their credit card details. This could imply that there’s something wrong with your checkout page. Perhaps it’s confusing or you need a stronger guarantee. Regardless, you won’t be able to identify the problem if you don’t track what’s going on.

How you track user behavior will depend on what you want to measure. If you want to track your exit traffic, for example, you can add outbound link-tracker code to your website. For WordPress sites, this can easily be done using the Ultimate Google Analytics plugin.

If you want to track how users react to specific site elements — such as buttons, text size, forms, and other key elements — use heat maps that give you a visual representation of user behavior. Crazy Egg offers a solution for this. It enables you to see how people are behaving on each page.


Heat maps allow you to see how people are behaving on your page

2. Site traffic and referral sources

Marketing programs are rarely cheap and quick, so it’s imperative to determine the ones that will deliver the best return on investment. Should you devote more resources to influencers, or to AdWords? What about email marketing?

One way to get answers to these questions is by monitoring your visitors and where they’re coming from. There are several free and easy-to-use tools that can provide this information.

Google Analytics is an excellent tool that gives you insights on your traffic and traffic sources. To go deeper, such as which specific newsletter or which Facebook update sent visitors to your site, you can create Custom Campaigns and add special URL tags for each campaign. This lets you drill down on the specific source for your referral traffic.

You can also set up your online campaigns to make them easier to monitor. For example, having a different landing page for each guest post will allow you to quickly see which ones are sending traffic. Or, for social media, you can publish updates using a simple tool like Buffer and then monitor clicks each from each post.

3. Dive deep into sales data

Tracking your sales is key to measuring customer lifetime value. Aside from looking at your basic sales numbers, compute your average order value and compare it with your marketing and advertising budget. Viewing how much you’re spending on each customer versus how much they’re spending on you will help create the right budget for customer acquisition and retention.

Go beyond gross sales and monitor item returns to obtain the net sales volume. Determine also the reasons behind refunds and exchanges to improve your product offering. Also, track sales from promotional offers, to know what promos or discounts you should use in the future. If, for example, you used a loss leader to attract customers into your store, closely monitor overall sales based on that offer to see if it generated profits.

Analyzing this type of sales data will allow you to send out tailored promotions to users. If you can combine those insights with other data — such as the time they usually buy from you or what device they use — you’ll be able to optimize your campaigns for maximum conversions.

In the end, you’ll want to have a firm grasp of your customer data and how it can best be used to inform your decisions. Bringing important customer data into your email marketing program via an A.I.-enabled platform just makes sense. It helps you understand your customers (the foundation of effective marketing!) and deliver an engaging experience that will keep them coming back for more.

Download Data-driven marketing guide

ReSci is a team of marketers and data scientists on a mission to democratize A.I. We make powerful recommendations and predictions accessible to brands.

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