It may be surprising to some, but even in the social media, instant communication age, a somewhat slower communication method is still paramount in marketing: emails. Emails serve as the primary channel for lead generation for 89% of marketers, and for one in five companies, email marketing’s ROI is greater than 70-to-1. Email marketing isn’t leaving the marketing mix for a while, so adapting and using other marketing technology to augment emails is essential. Emails are a great way to employ data-driven marketing tactics, which is a way to add value to your marketing messages by utilizing unique customer data.
Getting the data
There are many ways one can get and manage data about the people visiting their website. CRM programs can compile data about people who have taken certain actions throughout the website, as well as list contact information once someone has completed a form. A salesperson is able to analyze data as it comes through forms and contact pages as well. But to get a truly comprehensive look at the data about who is visiting your website, a system like VisitorTrack is a worthwhile tool. VisitorTrack identifies and tracks anonymous web visitors which allows you to gather information about what pages a visitor looked at, where they clicked, what they downloaded, as well as their company information, all without them having to fill out a form.
How do you use data for emails?
Once you have the data necessary, there are a few different routes you can take to leverage it. The first is personalization. This is one of the simplest ways to utilize data in your email marketing is to create emails that are targeted to a variety of contexts. Personalization includes:
- Geo-targeting emails with content specific to someone’s geographic location
- Sending emails with the contact’s name
- Providing content that corresponds to their specific industry
- Giving information about upcoming promotions regarding the products they spend time researching
- And any other way to personalize you can think of.
The other most common use of data for email campaigning is setting up triggered emails. Triggered email campaigns are those that run after a specific action (or, sometimes and inaction) on the part of your website visitor. Email follow-ups to people filling out a form, requesting a quote, or even spending a lot of time eyeing a certain product fall into this category. Other examples include sending an email when someone takes one action in the sales process, but then falls silent for a bit. Consistent communication is key when it comes to nurturing leads, and triggered campaigns help keep the communication line open.
There are many other ways to use data to create impactful email campaigns. Learn more about the VisitorTrack program here, or read our blog about the importance of lead nurturing in the B2B buyer’s journey!