Email Targeting Isn't All that Advanced Yet
[ 17.03.2015 ]
Despite plans to increase personalization efforts, email marketers still struggle when it comes to using consumer data to successfully segment and target their audiences. A December 2014 study by The Relevancy Group found that US marketers relied on less advanced customer data attributes to segment audiences for email marketing campaigns.
General demographic and geographic data were the most common metrics used for segmentation, and the only ones used by more than 35% of respondents. Meanwhile, other easily measured data points such as email clicks and open rates were used less frequently—especially the latter—and most marketers were unable to leverage metrics beyond the email realm such as past purchases and spending habits. One look at how marketers managed—or didn’t manage—customer data, and low usage of sophisticated metrics made all the more sense. Fewer than four in 10 respondents had a centralized data repository for their client data. Even worse, just 28% centralized customer data from across channels to create a single record for the customer, despite their desire for a 360-degree view of customer-brand interaction.
See more at: http://www.emarketer.com/Article/Email-Targeting-Isnt-All-that-Advanced-Yet/1012209/2#sthash.NzAVHD4D.dpuf
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General demographic and geographic data were the most common metrics used for segmentation, and the only ones used by more than 35% of respondents. Meanwhile, other easily measured data points such as email clicks and open rates were used less frequently—especially the latter—and most marketers were unable to leverage metrics beyond the email realm such as past purchases and spending habits. One look at how marketers managed—or didn’t manage—customer data, and low usage of sophisticated metrics made all the more sense. Fewer than four in 10 respondents had a centralized data repository for their client data. Even worse, just 28% centralized customer data from across channels to create a single record for the customer, despite their desire for a 360-degree view of customer-brand interaction.
See more at: http://www.emarketer.com/Article/Email-Targeting-Isnt-All-that-Advanced-Yet/1012209/2#sthash.NzAVHD4D.dpuf
www.emarketer.com