Most retailers are collecting emails from newsletter signups, ecommerce, loyalty program signups and e-receipts. According to recent research, 38 percent of consumers report having two email addresses and 31 percent report having three to four addresses. But with disparate databases and volumes of customer records—some old, some new and others incomplete – how do you know if you’re reaching customers not only in the right channel but via their preferred email?
It’s no secret getting to know your customers is essential for marketing success and data is a key element to achieving this. Marketers have long leveraged data to gain insight into the behavior of their customers and send promotional offers based on data attributes like past purchase behavior or upcoming celebrations (birthday or anniversary). But in the age of digital really understanding your customers is two-fold. Marketers need to first understand who their customers are, their demographics, past purchases and lifestyles. And they need to extend these insights to gain a deeper understanding a customer’s life stage – which research shows plays a large role in determining consumer preferences and behaviors. Going beyond more traditional data attributes, marketers must then look to gain a single view of their customers across devices, time and media to succeed in the era of digital.