The concept of data driven marketing is simple – know your customer – and not just the basic demographics either. Knowing and understanding the types of messages that your customers want to receive will greatly enhance your customers’ experience. And research proves that customers will spend more based on a great user experience. Let’s look at two recent examples from my inbox.
Exhibit A – Don’t Advertise Dog Food in Cat Fancy
A few years ago at a carnival, my son won a fish. This was a big deal because it was the closest thing to a pet my son would ever know (as long as he was living under MY roof). So off we went to one of the larger chain pet stores in our area for fish supplies. After spending the better part of a car payment, we were all set. I even joined a rewards program to help us save on things like fish food and tank filters in the future…or so I thought. About a week later I received an email boasting huge savings on dog food. The following week it was cat food, then bird seed, then ferret foot; you get the gist. I attempted to update my email preferences but my only option was to receive weekly, bi-weekly or monthly emails. Because I didn’t want to miss out on a potential gold mine of savings on fish filters, I agreed to keep the emails coming. In the years since, the fish has died, new fish were purchased and new fish have died. Apathetically, I haven’t adjusted my email preferences, mostly because it is easier to delete the email simply based on the sender.
If I had the chance to opt-into emails about fish supplies, I’d be a happy shopper, but as it stands, I am a data marketer’s worst nightmare…or am I?
Exhibit B – Did the Founders of ModCloth Just Send ME an Email?
I’m a BIG fan of ModCloth. I love their clothes, I love their culture, and I even love their behavioral retargeting (you know, that ad for a cute dress that follows you around to other sites you tend to visit). ModCloth does such a great job following me around that sometimes I don’t open their emails when they arrive. So when I received a message directly from the co-founders of ModCloth expressing concern for my lack of response to their emails, I was surprised (although as a marketer, I was happy). Has it really been three months since I opened an email, certainly not, but maybe? Initially I selected the “Don’t change a thing” option regarding my preferences, but the curious marketer, who recently sat in on a presentation about data driven marketing, wanted to see the options.
Fortunately for me, my preferences were set just as I wanted them. But I appreciated the options. Frankly, I appreciated the email asking me if I still wanted to receive emails.
The Importance of Data Driven Marketing
Knowing and understanding the messages your customers want to receive is paramount. Engaged customers are repeat customers.
- Don’t trap your customers into receiving emails they don’t want.
- Make updating preferences easy for your customers.
- Skip the step that requires users to sign into an account with a username and password that was created three years ago.
Learn more about the five steps of data driven marketing or leave us a comment with your questions!