3 Opportunities to Double Down on Data

Half of 2015 has been gone! It's time to trigger inbox action through doubling down on data initiatives!

It is apparent that data-driven experiences are not the only way to email engagement; it is also to real differentiation of business and acceleration of conversion. Marketers align with customer context with the help of data. For example, the situation and disposition of customers of delivering value, which end up triggers action and engagement.
 

Here below are 4 major examples of chances to double down on data in 2015:


1. Data of Social Community

Activating social sharing and social authentication can enhance engagement and augment messaging with higher relevance according to social ties.

Taking TripAdvisor as an example, it assimilates the site features along with social connections, with smart email subject lines to inform customers’ about their friend’s comments. Having such social graph clarity and authentication, customers can obtain information like where their friends have traveled. Plus, customers’ friends’ reviews would be seen on top of the site, as well as email communications.

< MY FRIEND> really likes Dar es Salaam Serena Hotel in Dar es Salaam. See why.

The message is vivid here, and when customers plan on the next trip to Tanzania, he or she has the good fortune of having a friend, and friend of a friend, who recommended a hotel there.

 

2. Data Location

The location data accelerates high relevancy of the active, always on-the-go customers!

Taking InterContinental Hotel Group as an example, it brings value through sending up weather reports at customers’ hotel location. Advanced technology refreshes the data at the same time that the message is being opened, ensuring real-time value to customers!

Customer value can be created by marketers through their customization to destination. For example, showing customers the options of transportation or restaurant that the city they have just landed with the use of real-time location detection.

 

3. Transactional Data

Opportunities are everywhere with transactional messaging delivering high engagement rates with customers, creating great customer value! 

As a demonstration, try asking customers whether or not their products have arrive on time with a simple question in a manner like answering “yes” or “no”. After that, trigger a customized text to follow up to address the status.

As a demonstration, try asking customers whether or not their products have arrive on time with a simple question in a manner like answering “yes” or “no”. After that, trigger a customized text to follow up to address the status.

During the purchase cycle, the marketers always miss an opportunity to real-time notify their customers about the package delivery. The messaging gives customer value by making sure that they get their orders as soon as possible. What’s more? Marketers should not forget suggesting other relevant products to attract reviews!

 

Data gives a more circumstantial experience for customers, forming a more intimate engagement and alteration. Start figuring out how the data-driven concepts can be used to help achieving your business goals!

These days, big data matters less and it is more about taking immediately actionable data that delivers drive action and value. Double down on data for this year and start capturing insights for 2016!