Simple data use

Simple data use

Simple data use

Email marketing is all about defining the subscribers to your email lists. Everything else is based on this one fundamental. The New Year will not only bring a rise to 20% VAT but more competition as well as the cuts begin to bite. To ensure you are in a strong position you need to exploit all your advantages.

The good news is that it is a fairly straightforward process. Indeed, much of it is done for you. Modern email marketing software is sophisticated, accurate and all but instant. But information alone will not provide returns. They are a resource that needs to be used.

Put simply, you should not have just the one email list but a number. Further, an individual subscriber will be on more than one.

The statistics define those on your email lists. The more information you have the more return on investment there is in email marketing. All you need to do is work out how to classify them.

Age

If your various products are aimed at particular age groups then the data will allow you too see if you are missing a particular range or, indeed, wasting your time sending emails to one extreme. Each can cost you. You then have the option of increasing or moving the age range of that particular email list or changing the product to increase its market.

Try different options. The statistics will tell you soon enough if you have made the right move.

Location

This is not all about selling T-shirts to Newcastle in the winter. If you have stores then you might want to market a particular product, one that they will pick up in store, to those within a certain radius. Further, email marketing is most successful when used as the lead in integrated marketing. But if you want to flood one particular area with posters to limit expenditure, in order to protect your email lists you might think it better to send your marketing emails to those in that particular area.

If the subscribers to your email lists come from a vast area, such as the EU, then you will need to know which of the various regulations apply.

Data use

Such information is not passive. It changes every time you send a marketing email or they buy something from your website or store. If someone who is 60 years of age buys a surfboard then they should be included on an email list for those who surf. Whilst the purchaser may or may not be out there rip-curling, the important thing is that they are out there buying.

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