Your email data can be useful in multiple ways. It can tell you which campaigns flopped, which subject lines rocked, and when different customer segments are the most receptive to your message. All of that actionable email data helps you see what worked (or didn’t) in the past.
And it can help you predict the future, which can have both short- and long-term payoffs.
Predicting future behavior with email analysis
With the right email analysis tools in place, you should be able to start seeing trends in customer behavior that will enable you to predict future behavior. At the very least, you should have averages you can use for predicting.
When you start seeing tendencies and trends that enable you to make predictions, you can start planning to capitalize on opportunities.
The short-term payoff of predictive analysis
Knowing what customers are likely to be interested in when, you can target messaging appropriately to be more successful because you know when they will be most receptive. Perhaps by studying analytics you’ve learned customers are more likely to go for a bigger and more expensive HDTV at a certain point in the buying cycle. That would be the time to include the higher-priced televisions in the messaging. Or perhaps you’ve realized that customers start thinking about sound systems to go with their new televisions at a certain point in the buying cycle, so that’s when you’d incorporate that kind of cross selling into the mix.
That’s the short-term payoff of your predictive analysis: being able to up sell and cross at the right times.
But there is a long-term payoff too that can result from using email analysis to predict future behavior: happier customers.
Use data to delight customers
If you’re not using personal data to inform your email marketing, you are boring. Period.
But use that data to predict what they will want when, and guess what? You’ll delight them. You’ll be seen as helpful. Your content will be timely and useful. Your customers will feel like you are really paying attention to them and striving to serve their needs over yours.
And all of those warm fuzzies might not lead to the immediate short-term payoff I referenced above, but they will lead to happier customers with a stronger loyalty to your brand and a better engagement with your emails which in turn will improve your email deliverability. Whew!
People vote with unsubscribes and spam buttons
If you don’t put your data to work via email analysis, you risk sending generic content that doesn’t sell because it doesn’t hit the right customer at the right time, let alone have the right message. Taking that approach leads to boring email marketing that people will eventually tune out. If people stop opening your emails, you’re likely to see an effect on your email deliverability rate. And if you get really boring and annoying, you could very well see an increase in unsubscribes and spam reports.
Wouldn’t you rather put your data to work and deliver delightful content instead?
Marco Marini, CEO