Email marketing: how to use data monitoring

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For those who work with digital marketing and e-commerce , email marketing management is an old acquaintance. After all, even after so many years and so many changes in communication, especially in the relationship between companies and consumers, the tool continues to work.

However, many strategies do not yield as many results as before and now we see the possibility of a much more assertive strategy due to recent data monitoring technologies.

With the most modern email marketing tools, it is possible to identify which contacts opened the email, which did not, on which days and times the opening rate is highest, which fields attract the most clicks, etc. By combining this information with the data recorded in the store's own administration, the possibility of hitting the target is much greater.

E-commerce sites usually have a history of purchases ukraine whatsapp data activities carried out by each customer. Therefore, if user X usually searches for a certain item, it makes sense that, in the email marketing, this item is offered with a discount to increase the incentive and, therefore, the chances of the sale being completed are much higher.

Personalizing email marketing for each of your customers may not be a viable idea. Therefore, it is possible to do so for small groups. For example, in the case of an e-commerce site selling sports goods: users who usually buy t-shirts, users who usually buy sneakers, people who buy team jerseys, women who have an affinity for fitness clothing... It is possible to identify or confirm most of these hypotheses simply by observing consumer behavior through data monitoring systems.

Other assumptions can be confirmed when the customer registers. Simply add a field, preferably optional, for the customer to register their affinities. In the case of this sports goods e-commerce, this could be an example of this step to be added to the registration process:

“Now that you’ve entered your information, how about telling us a little more about yourself and your sports preferences? That way, we can prepare exclusive news and offers based on your tastes and affinities!

What is your favorite sport?

How regularly do you play sports?

When you start doing this type of research right when registering, it ends up being a great marketing option, since the user is already willing to do it; it's that old story of "killing two birds with one stone".