Silverpop - How to Use Data to Cure Email Marketing-Induced Nausea (part 2)
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How to Use Data to Cure Email Marketing-Induced Nausea (part 2)

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by: Richard Evans (@rlevans)
16 November 2011

In part one of this series, we took a look at some humorous characteristics of poor email marketing practices that can lead to nauseating experiences for recipients. Today, we’re offering a prescription for those email ills by highlighting tips on how you can use data to humanise email marketing content and improve the experiences you create.

You’ve heard it a hundred different ways: Content is king. Well, if content is king, than data is his trusted advisor. And in our world, this data comes in three forms that you must use effectively to humanise your email marketing content:

1) Inferred data — What we learn by listening
Commentary on social networks, feedback from customers and replies to your email marketing campaigns all help paint a picture of the interactions your customers are looking for. Top brands monitor these dialogues to make changes in tone of voice and email copy to create more engaging, human, real connections.

What to do to succeed:

  • Monitor social networks
  • Review and respond to replies on your email marketing campaigns
  • Review survey data and other points of customer feedback
  • Use these inputs to make adjustments to email copy, tone of voice and other elements to create deeper, more human connections to your recipients

2) Implicit data — What we learn by measuring
This is online marketing’s sweet spot. Savvy marketers use behavioural data and customer actions across email, Web, social and mobile channels to trigger email messages in real time and drive more granular segmentation in future campaigns. How a customer or prospect interacts with your email campaigns and website is the best predictor of what content, channel and timing will be most effective in your future marketing efforts to that individual.

What to do to succeed:

  • Tie together your email, CRM and Web analytics technology to create a real-time, comprehensive view of customer behaviour. Then, use that behaviour to trigger email communications, mobile messages or Web content to create more relevant and timely experiences.

3) Explicit data — What we learn by asking
This is Marketing 101—asking customers what they prefer and then responding. While old school in nature, its application in today’s world is anything but. Top brands are using progressive Web forms to gain deeper customer profiles;  preference centres that offer cross-channel options as well as frequency  control options for recipients; and of course, surveys and other feedback forms that use branching and advanced logic options to help paint a picture of customer satisfaction and highlight areas of concern.

What to do to succeed:

  • Give customers more control over message content, frequency and channel by refreshing your preference centre.
  • Freshen up Web forms on your site to implement new progressive profiling technology that will ask new questions each time a person visits a form—adding more depth to the customer profile.
  • Don’t silo customer feedback data in the services organisation. Instead, open it up and use it to drive segmentation and future campaigns to address customer feedback, fixing areas of concern and highlighting positive experiences.



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