Cleaning Database
With the inheritance of 10,000
subscribers has made this time for my company to first perform a data cleanup
before we conduct our email marketing campaign. The steps used to clean up our
database beginning with data collection
in forms of opt-in subscribers. Next,
through segmentation of your accumulated data, you will be able to optimize the
use of which data is essential for your business to keep. You will divide
subscribers list into segments and then defining those segments in accordance with your subscribers' attributes, likes, dislikes, and requirements. Think of it as a Venn diagram. A Venn diagram, like segmentation, allows
you to create distinct sets, or segments, of data based on both different and
shared characteristics. Simply put, segmentation allows you to personalize your
email communications based on these specific characteristics of your target
audience. It's important to remember that when you are segmenting your target
audience you should create clearly identifiable segments
or groups of subscribers with similar defining feature These features could
include:
Demographics. Demographics
refers to the gender, education, culture, or age of your subscribers; in other
words, the email content you target a teenage audience with might not be
applicable to older recipients.
Geography. Equally
important is the location of your subscribers. If you are the owner of a
brick-and-mortar store in Vancouver and your email marketing campaign is
centered on an in-store promotion, you won't want to target users on your email
list who are based in England.
History. Don't
forget to harness the history you have built up among those subscribers who an also customers. You are already familiar
with their buying habits you know when they buy, how they buy, and why they buy
particular products. This kind of insight is invaluable because you can use it
to anticipate what they might want to buy next! So if, for example, a customer
bought paper from your office supplies store, you could anticipate future
purchases such as ink, toner, and pens and use that knowledge to inform your
next marketing email to them.
Relationship. Your
relationship with your subscriber's
matters. It is something incredibly valuable. Something profound. If nurtured
and cared for properly, it can result in those three little words that make a
marketer's insides flutter: return on investment. Let's put it into context.
Would it make more sense to send an email announcing price increases to someone
who has purchased consistently from you for the past five years, or to have
that be the first communication you send to a brand new acquisition? Navigate
your relationship with consideration and tact, and you will be able to use it
to your email marketing advantage.
Customer
lifecycle. You will have a subscriber list of individuals who are all
at very different stages in the customer lifecycle.
Whether they have yet to make a purchase or are dormant customers who haven't
purchased in years, this information can provide you with an understanding of
how you should be communicating with them. In the case of the dormant customer
segment, for example, you could use a targeted
campaign filled with special offers and incentives to re-engage that segment.
Dynamic
segmentation. Closely related to the idea of tailoring marketing
emails based on buying history and customer
lifecycle is the concept of dynamic segmentation. This type of
segmentation is based on information gathered throughout the customer lifecycle(Ellinger, D., 2018).
EMAIL CAMPAIGN
Creating an email
campaign using Dodson’s four-stage email marketing process will include; Data
collection, segmentation, and management.
Step two, design, email clients interaction process, sender, subject, copy,
images, and risks. Step three, delivery,
ESP’s, scheduling. Step four, discovery,
interaction scale, campaign report, subscriber report, and split test(The Art of Digital Marketing, 2018).
References
Ellinger, D. (2018). How to Manage Your Candidate Database | Bullhorn. Bullhorn. Retrieved 20
November
2018, from https://www.bullhorn.com/blog/2018/02/six-tips-to-better-manage-your-candidate-database/
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