Adventures in Mobile Marketing

The use of web analytics to target email campaigns improves revenue by nine times more than does the use of broadcast mailings. Despite additional campaign costs, relevant campaigns increase net profits by an average of 18 times more than do broadcast mailings. (Source: JupiterResearch, Email Marketing: An Hour a Day, by Jeannie Mullen and David Daniels)

Most of us know that relevant, personal emails vastly increase the success of an email campaign. In my experience I’ve seen anywhere from 10% to 70% higher metrics, when the campaign has been segmented and targeted against additional data.

For those using a hosted solution, you can also get your ESP to add data points onto the system. Most of the ones I’ve talked to- MailChimp, Yesmail, Responsys, for example- have been helpful and interested in building out client datasets.

What do these additional data points look like? Oh, and by the way they’re all within your current data systems (I don’t advocate appending 3rd party data.)

Live purchase information. A simple set of daily key metrics will give you a huge boost, and you can test and rebuild the feed to add more detail
- first purchase
- last (most recent) purchase
- lifetime purchase value
- products purchased- detailed, or a simple category

Live browsing information. Who clicked on what, when, and keep this data fresh. If this data is too large to bring in, specify product areas, specific types of customers (prospects, existing) and work with these segments incrementally.

Unique industry information. Any kind of information on your site that is specific and unique to your company.

Email marketing feedback and response data. Opens, clicks, bounces and unsubscribes, by campaign (and segmented target).

Multichannel data.
- Print and catalog
- Ad banner clicks
- Affiliate activity (hosted on other sites)
- Face to face event data

Social site data
– Blog responses
– Twitter accounts
– Facebook accounts

The work involved in adding the data can quickly pay for itself. It does involve some database developer time to find, implement, and automate adding this data. But it pays for itself by open-ended revenue streams. The next post will cover the tactical technical details to implementing additional data.

Continue reading: “Accessing Your Data, 2 of 2″