Email Marketing Properly
Personalization in email marketing is data-driven. To do it right, you need effective forms, on-site behavior tracking, advanced marketing automation systems, and marketers who know how to analyze and use that data.
1. Effective forms
Email subscription forms are a quick and easy way to gather information about your customers. While asking for just an email can speed up the process, it won’t help you reach your customer effectively.
Ask for additional fields, such as name, location, and non-obtrusive interests. Make sure the information you ask for in the form is what the customer is willing to provide.
All additional questions should be strictly relevant to your brand. Don’t add fields just because you’ve seen them on other forms.
2. Tracking behavior on the site
Once you have a known visitor through online forms, you can start tracking their behavior on the site to better understand their interests. This requires good technology on your site and in your CRM to recognize and collect this information.
Once you start collecting this data, you’ll see how useful it can be for learning about your customers, such as what products they like and what topics they’re interested in. That way, you can send them more targeted emails, like the wool sweater they reviewed.
3. Advanced Marketing Automation Systems
Your marketing automation system should have deep integration with your CRM and eCommerce platform/website. This will give you access to all customer data and allow you to segment your marketing lists accordingly.
Combining your data sources will give you a clearer picture of who your customer is and what drives them.
This will also allow you to send messages based on specific information about the customer, such as where they live and what products they buy. For example, you could send a customer interested in a wool sweater a review from someone in the same area.
