Apemag

  • Home
  • Whitepapers
  • Categories
    • Email marketing
    • Personalization
    • Targeting
    • Trends
  • Contact
Uncategorized

Getting relevance from your databases

Do you have more than one product? Than you probably have more than one type of customer. If you look at the relevance principle, you can’t send a large group of contacts the same email. Especially when your range of products varies a lot.
boekentoren
That means that it’s important to find out what your contacts find interesting. And every company can figure that out. The secret is simple. Put all databases and all information you have together and combine them.

E-Mailing list

First, you have your mailing list. You often have some other information besides the email address. Location, age, interests,… depening on what you asked during the subscription. That is a good starting point for your story.

History

There is also the database of your sales. Here, you can make a first combination. If a customer in your mailing list bought a specific product, then it’s certainly relevant to send him or her an email message when that specific product is in promotion. If you take a look at the cases, that can result in a great increase in conversion.

Also the placement of your subscription form can be important. If you’ve included your subscription form on multiple places, than maybe it’s interesting to group these contacts in separate lists. The place of subscription can be meaningful information for your segmentation.

Loggings

Maybe your have a digital corner where your clients can log in. Whether it’s an e-shop, a content site for extra information about your products and services, or access to your catalogue. In that case, you know perfectly what your contact has been looking at. If you’ve let them know during subscription, you can use this information for your segmentation as well.

Combine

And than it’s only a matter of combining databases. You can combine neutral data like profession or interests with order history and behavior on your website. With a good combination you get an idea of what is relevant for the contact involved.

Example

Let’s illustrate it with an example. A publisher is giving news via a “private” website. Logging in is free, but you have to register. If a contact visits the website every week, and reads articles about a specific topic, than you can easily combine that data with the books the customer already bought. That way, you can present him the right and relevant offer of books.

Oct 30, 2013Thomas Vangelooven
Previous storyAre you using animated images in your emails?Next storyHow do you wrap your contacts for the holidays?
Home Getting relevance from your databases
9 years ago Uncategorized257
Thomas Vangelooven
Twitter
The best content directly in your inbox

Get notifications for new blog articles or subscribe for your GDPR communication!

Recente posts
  • Adapting your marketing efforts to COVID-19, now and tomorrow 14 May 2020
  • Communicating in times of crisis 20 March 2020
  • “It’s a salesting”, come again? 1 March 2019
  • The real estate industry: Building your client base using email marketing 23 May 2018
  • The tourism industry: A ray of sunshine in your mailbox 2 May 2018
  You Might Also Like  
Email marketing, Strategy, Tips

Flexmail synchronises with Piesync

Flexmail is working together with Piesync. From now on you can sync all your favorite cloud apps with Flexmail through Piesync. Very useful for contact lists ( iCloud and Google Contacts) but also CRM connections such as Teamleader and Salesforce can be linked. About PieSync PieSync integrates your contacts 2-way and in real time between […]

Content, Design, How to start with email marketing

Is the essence above the page fold?

The example that we put up here instantly reminded us of the technique of the newspaper world. Sometimes in the digital world we can learn a lot of the print world. There is something like the expression “above the fold” … Jan 29, 2016Ann Flipkens

Inspiration!, Strategy, Trends

Philosophical remark about email marketing and communication

This blog has taken off due to a small article in the newspaper. Google has come up with something new. Google will suggest answers to the users on the Gmail platform. What can we learn from this in terms of email marketing? Nov 6, 2015Ann Flipkens

Cases, Content, context, E-commerce, Email marketing

The real estate industry: Building your client base using email marketing

Realtors find your dream house, sell your home filled with memories to the right person or rent out the apartment you renovated with love. The industry is very competitive which means that realtors have to stand out. A part from that  they rely heavily on references and perception. That is why well thought out, transparent […]

Cases, Email marketing, Inspiration!, Strategy, Tips

The importance of a good key word policy

In email marketing, it is important to draw the attention of the reader to read your message as detailed as possible. But we know only too well that we have to share this attention with other email marketers. Therefore, we have to keep in mind that sometimes we have only a few fractions of seconds […]

Email marketing, Marketing automation, Wetgeving

E-mail barometer 2016 – 2017 : Download your copy now Free download

Email Barometer 2016 – 2017 The best way to learn is from each other. So we let marketers do the talking about email marketing in 2016-2017? Flexmail surveyed marketers about their use of email marketing. Based on the results we were able to compose our Email Barometer 2016 – 2017. What are according to you […]

Seasonal mailings

Forget about Mother’s Day!

Strong moments during the year offer the ideal opportunity to set up an email promotion. Mother’s Day still remains the moment for many marketeers to jump on their horses. But are they doing it the right way? May 3, 2013Michelle Dassen

Was this useful?

Creating valuable content is important when you want to do email marketing effectively. Deny this principle and you’ll never get a high score in the world of e-marketing. But there is another holy principle. You need to deliver the right content at the right time. May 22, 2013Thomas Vangelooven

Most Viewed
1,755

More subscriptions, less unsubscriptions: razor sharp e-commerce of Dollar Shave Club

1,379

An integrated offline and online communication at Nespresso

1,206

Bloopers you can avoid

1,177

10 tips to integrate a promo code in your email marketing

1,063

10 elements of a great welcome message

1,051

Was this useful?

1,023

11 ideas to improve your opt-in form

1,010

Are you using animated images in your emails?

2018 © Flexmail