This article was submitted to Badsender by Arnaud Acarie, Vice President France ofEmailvision.
The 1970s British series "The Prisoner" is based on the opposition between individualism and collectivism. Prisoner number six refuses to join an Orwellian culture where individuals are content to live in a bubble where everything is controlled, called "the Village".
Traces in the digital wake
To many marketers, I am just a number or an email address. However, this does not mean that I have a unique profile. On the contrary, I am defined by many cookies, my mobile number, my landline number, my LinkedIn profile and my Twitter account. I may even have multiple email addresses with different preferences each time. While there are many methods of identification and I leave a lot of data in my digital wake to identify my preferences, marketing professionals should treat me as an individual. Yet they don't!
As marketers, we need to do more than just use segmentation techniques to make our offers stand out and attract people who want to stand out. We need actionable data for our marketing activities.
Integrate preferences for more actionable data
Dividing customers into different target groups is a very good start, but it is only the basis for a segmentation strategy. In order to accurately target individuals, preferences need to be incorporated to subdivide these groups and take into account each individual's situation. With SaaS tools that can sort through Big Data to extract smaller, more actionable data, this is becoming easier.
Imagine what you could do if you could profile people browsing a site and use their activity to set up optimized and personalized email segmentation, all dynamically, with little effort.
Leverage product attributes and visitor behavior
An unknown person performs a search on Google, using the keywords "Filippa K Luisa wool pants". She selects one of the first links displayed on the results page. She goes to the site, looks at the wool pants section, adds a size 38 item to the cart, continues browsing the site and looks at the fitted jackets and specifically, gray jackets, size S. In the end, she buys the pants and leaves the site.
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Wouldn't it be great to be able to automatically send an email 48 hours after the pants are purchased saying "Get 20 % off your next purchase! Indulge yourself with these size S fitted jackets we currently have in stock!"?
In the above scenario, we leverage product attributes and visitor behavior, while predefining a timeframe before launching a specific follow-up campaign.
Good news, this is not fiction! It is entirely possible to implement such a method. By enriching web content with useful attributes, a personalized targeting strategy generates many more conversions.
Customers are not numbers. Ironically, however, numbers are what allow us to turn a visitor into a buyer and a one-time shopper into a loyal customer.
About usEmailvision Emailvision is one of the world's leading providers of cloud-based marketing automation and analytics solutions. The company builds unique and innovative relationship marketing solutions for email, web, mobile and social networks. Its cloud marketing platform manages more than 600,000 personalized marketing campaigns each month for some 3,300 clients. Emailvision is present in 22 countries. In 2012, it was ranked as one of the world's most successful private software companies by Inc. magazine.
