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Using Customer Analytics to Direct a Successful Email Marketing Campaign

by: valeriexj@aol.com on Date: Mon, 3 Jan 2011 Time: 9:57 PM

Once customer interest in products or services through social media networking pages through sign-ups and other interest inducing posts is created, an email campaign would be a solution that reinforces and creates further customer interest. Intelligent use of email marketing software to create a campaign directed at a particular demographic will further interest.

Cross-channel marketing from social media networking to email through email marketing software creates a relationship with a customer base. State of the art email marketing software employs customer analytics within hours of your campaign initiation. These customer analytics allow you to hone your demographic and direct your prior marketing in social media networking to the groups that respond the best.

Once a business has initiated this cross-channel marketing approach and gained the necessary customer analytics to profile the best demographic, businesses may want to consider additional direct mail marketing and print campaigns, integrating additional platforms to advertise the company to an additional branch of the target market base. By using the data gained from the email marketing software campaign, businesses can direct the more costly print and direct mail campaign to the customer demographic that responded best to the original online advertising campaigns.

Cross-channel marketing requires the business to understand the difference in the platforms from a social networking media base to email and direct mail and mobile advertising. Customers across varied channels respond differently to campaigns. Proper implementation of an email marketing software campaign should include timely emails that are triggered to go out according to the results of specific customer analytics that capitalize on the demographics and lifestyles of the target market.

As these emails are sent, orchestrating a successful campaign by coordinating the emails with timed posts across other digital platforms assures the customers attention to the business is reinforced. Resulting data in regard to who clicked through or deleted the email will help direct additional waves of the campaign assuring a turn around in product or services purchases.

Successful email software marketing campaigns directed by customer analytics is crucial to capitalizing on a business demographic. Just like first impressions in life, many businesses only get one chance to secure a customer. Moreover, securing the first customer opens the door to a larger market. Poorly timed and directed cross-channel marketing campaigns not only cause customer disinterest, but they can stain a business with an undeserved reputation that is hard to recover from.

Intelligent and carefully directed digital campaigns open doors to continued business and additional word of mouth business. This marketing will continue to enhance social networking media campaigns thereby increasing successful and positive results from continuing email software marketing campaigns.

Cross-channel marketing that combines digital media and email software marketing and direct mail ensures a business' success if the demographic is targeted and marketed to correctly.

About the Author

Matt Kennedy writes about the latest technology and marketing trends including cross-channel marketing applications, customer analytics and email marketing software.

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