Creating a comprehensive audience profile is the first step in developing a highly effective email marketing program. The more data points and information you are able to acquire, the more ways you are able to target and segment your audience.
There’s now a wealth of information available that you can tie to subscribers and customers, including website analytics, social media activity, behavioral interactions, and ecommerce transactions. By aligning this data with your subscribers and customers, you’ll be able to identify new segments of your audience you never knew existed. This is the key to unlocking your true marketing potential and the first step in developing a focused campaign strategy that will help you reach your goals.
I’ll create custom audience “personas” that will identify these once unknown subscriber and customer segments by utilizing advanced query based segmentation rules which encompass multiple data points. Some examples of the type of audience targeting you can achieve include:
- Members whose “engagement level” has gone from “high” to “low” in the past 60 days.
- “Leads” who turned into “Prospects” but have not become “Buyers” in the last 30 days.
- Newsletter subscribers who have shared more than 5 articles on facebook or twitter in the last 30 days.
- eCommerce customers who purchased multiple products from the same category or subcategory in the last 60 days.