As technology continues to evolve and improve our insights into customers’ lives, we, as marketers, have powerful data readily available to better engage existing customers and acquire new customers. With general email customer data insights, we’re able to see trends related to overall email engagement, including standard tracking for click-through rates, open rates, and conversion rates. With more advanced tracking, marketers can see heat mapping of their emails to highlight how customers are responding to their templates, overall design, and copy efforts. One category of data that I see underutilized is customer and non-purchaser behavior insights. These insights outline who your customers are, how they engage on your site, what items they purchase, and how often they purchase. That, my friends, is the secret sauce! Using behavior trends to send tailored automated emails, as well as unique and effective single sends can elevate your approach to engaging existing and new customers, ideally retaining them for life.
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