Plenty of databases house valuable information that could help marketers do a better job with their email programs. Here are some data points to consider bringing into your email platform to take your marketing up a notch:
1. Last Purchase Date – I believe this is perhaps the most powerful data field of all as it has tons of revenue-generating and relationship-building marketing potential. Ideas for messages based off this date (and all can be automated) include:
- product review requests.
- “getting started” guides or how-to tips for using the product purchased.
- product care messages (tips to maintain or clean the product).
- coupon for next purchase.
- product refill requests (after estimated use time as passed).
- non-purchaser series – sending “We miss you” emails with increasingly valuable offers to push folks back into purchasing after a certain amount of time has passed.
- non-purchaser series for those who have NEVER purchased (i.e. the last purchase date field is empty).
2. # of Purchases Made By Contact – This can help you identify single-buyers and try various tactics to push a second purchase. You can also identify your most frequent purchasers and create VIP offers just for them.
3. Lifetime Value/Total Purchase Amount – This data can also help you recognize and segment out your top spenders and create a strategy specifically for them. Make these customers feel special. Welcome or invite them into an elite group where they can get access to products before others, receive exclusive offers, have a voice in product development (perhaps they get to vote on product features/colors!) and so on.
Sephora has a V.I.B [Very Important Beauty Insider] program where customers who spend more than $350 in the calendar year get royal treatment (10% welcome coupon, access to products pre-launch, special holiday gift cards, exclusive offers and more). You can set up a similar program and target folks who are near or on their way toward that VIP amount, reminding them of the benefits. (Sephora isn’t currently doing this as far as I can tell.) Doing so could spur more purchases through YOUR business versus a competitor in hopes of reaching that elite level. To run this kind of program, you’d want to track the total purchase value over a calendar year.
4. Average Sale Value (or at minimum, last purchase value) – Knowing what customers spend on average can help you be smart about the offers you present. If someone spends $110 on average every time they purchase from you, you can feel confident they may take advantage of a deal offering a free gift or free shipping for purchases over $100 or you can try to push them a bit further than normal with a special offer at a purchase of $150 or more.
5. Dominant Product Category – If someone tends to focus their purchases in one of your categories – say outdoor & gardening out of all your home décor options or only clothing in your bike shop – you should consider targeting that customer with messages featuring that area of displayed interest.
The revenue you can create by implementing this kind of savvy marketing will likely be well worth the effort/investment necessary to bring this data into your email platform.
Have you already set up some messaging based on these data fields? What results are you seeing?
– Kristen Gregory
Email Marketing Strategist at Bronto Software