For the fifth installment of the bite-size ‘data-driven campaign’ series, I’ll discuss how marketers can use their customers’ purchase behaviour to increase the effectiveness of their email marketing campaigns.
Much of the technology available today allows marketers to build ever more precise customer profiles. Using data such as site traffic, purchase history, customer purchases (both online and in-store), time of purchase and others, marketers have the ability to turn large volumes of data into sophisticated and accurate customer profiles. Once collected, customers’ purchase history and behavioural data can help create meaningful and relevant campaigns that will stimulate spend, promote the re-order of products, as well as cross- and up-sell other products that fit the targeted profile.
Based on this profile data, marketers can start to guide existing customers towards products that they may like to purchase or they may need based on their previous purchases. This practice is used by Photocite.fr - a major provider of photographic services in France. Photocite.fr sends up- and cross-sell email campaigns to its customers in order to promote complementary or additional products, using the data it gathers to profile its subscriber and customer base.
Below is a campaign they send to customers who they have identified have an interest in creating a photo album to share pictures with friends and family, using their previous purchase history as an indicator.
As a result of introducing this simple data driven approach to targeting, they have seen conversion rates increase by as much as 20%, a great result!