E-mail has invaded every aspect of our lives. We don't need a
survey to tell us as much, but new research from Xobni and Harris
Interactive confirms that we're not alone in dealing with e-mail
overload.
Online behavior activity
How customers behave is very important. “Knowing who your customers are is
great, but knowing how they behave is even better.” John
Miller
McKinsey wrote in The Coming Era of
On-Demand Marketing, “Online behavioral models built with web
traffic, search behavior, lifestyle data, and demographics are
particularly effective at identifying prospects not found with
traditional demographic prospecting models.”
Forrester Research in 2008 reported
that targeting emails based on Web click-stream data increased open
rates by more than 50%, and increased conversion rates by more than
350%.
 |
| Forrester Research 2008 |
Conversion rate: the number of
‘take-ups’ resulting from the email activity. For instance the
number of completed transactions.
According to Forrester, only 45% of
marketers are currently capturing and consolidating customer
behavioral data from multiple channels into a single database. Data
come from many sources, and customer-facing systems don’t always
talk to each other. Social data, for example, are sometimes
connected; sometimes not. Website data are almost never connected to
transactional data.
A Smart Database with Smart Lists
That’s why modern, engaging email
marketing needs to be powered with a behavior-smart database at the
core. This database serves as the system of record for all prospect
and customer interactions within marketing, sales, and transactional
systems. The result: a single place from which marketers can build
highly targeted campaigns tied to trackable information about each
individual contact.
With a smart database, marketers can
easily target their subscribers using demographic AND behavioral
filters and triggers, such as:
Demographic: name,
location, age, registration source, household, preferences, score,
custom fields, etc.
Email history: sent,
opened, clicked, bounced, unsubscribed, etc.
Social: shared content,
referral, poll answer, etc.
Website: visit, clicked
link, completed form, referral source, search query, etc.
Campaign history: campaign
membership, campaign response, campaign success, etc
This type of email marketing system
makes marketing self-reliant, so that marketers can easily create and
manage sophisticated behavioral-targeted campaigns.
Client: DACORA
