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What data should you use to build your emailing strategy ?

Written by Colette on 6, November 2019

In terms of customer experience, the best in class, Amazon, Deliveroo, Google and Netflix, rely on solid Customer Data Platforms (CDP) to reach their customers and prospects at every point of their journey, particularly through email. The data collected becomes an incredible lever to deliver more personalized experiences. Despite their progress, are they still able to address each individual?  What data should be used to create an individualized emailing strategy? Do we really need a CDP?

1. Behavioral data

Why use behavioral data, i.e. data from browsing paths, in an email? 

  • Instantaneous message: when we rely on what really interests the user, we answer the intention of the moment. This is the way to send a strong signal to your recipient: "I understood what you are looking for". 
  • Content relevance: the use of behavioral data enhances the consistency of email content. We only offer what triggers the purchase or engagement. 

This type of data does not require a CDP! The idea is precisely to capitalize on a recent context to start or continue a seamless 1:1 conversation.

2. Contextual data

It's probably the data that makes it possible to hit the nail on the head! As their name suggests, they are only available at the moment an email opens and are therefore based on the recipient's situation. 

What kind of data are we talking about? 

  • OS: Android or iOS; 
  • Stock: display when opening; 
  • Weather ; 
  • Dates ; 
  • Times of day ;
  • Distance; 
  • Store schedules; 
  • etc. 

Once again, the data from the Customer Data Platform will not be of much help in answering the current issue. No way to have this data when creating email campaigns !

3. Reinsurance data

As you probably know, you will trust your peers more than you do! To bring out the credibility, it is necessary to be able to strengthen with reinsurance elements such as : 

  • customer reviews ;
  • social networks. 

Combined with other types of data such as behavioral and contextual data, reinsurance data can raise doubts and questions: does the product or service really correspond to what I am looking for? Is it worth it? etc.

4. Exploit content performance for future emails

When it comes to emailing, performance indicators always tell us the same things: opening and clicks, mainly. However, it is impossible to know which content rather than another is triggering interaction and, most of all, to exploit it for future emails. 

It is crucial to consider this information because it is above all the individual who decides what he or she likes. 

To conclude

If the customer data held in-house offers certain possibilities for basic conversation with your customers and prospects, you need to be able to go further today. Email remains the mass channel by far but it must be enriched to keep its first place. No more relying on segments to communicate with your targets, each individual waits for us to understand what they want! In this new battle, each actor is again on the starting blocks: it's up to you to stand up for yourself!

Topics: CRM strategy, email marketing, individualization, Content performance