How to leverage a data-driven approach to contact strategy

Reaching consumers with personalized messages and campaigns that help them make purchases is a goal all marketers strive for. In today’s digital environment where consumers are inundated with more than 5,000 brand exposures per day, marketers risk over connecting with consumers. In this environment, it is important to take a step back and evaluate response data to ensure that you are making the right connections with consumers, with the right vehicle, when they are ready to be communicated to and  in the moments that matter.

It’s imperative marketers develop and implement a knowledge-based contact strategy that leverages intelligence to guide the cadence and content of messaging across channels.

So how can you gain this intelligence?  It starts with data. Performing a segmentation analysis gives marketers insights into engagement recency and frequency, channel-specific purchase data and enables smart segmentation.

From working with a variety of retailers, I’ve seen firsthand what works and what doesn’t. Recently, I had the opportunity to perform a data analysis on a health and beauty supply retailer, which resulted in three recommendations for the retailer. These recommendations, backed by data insights, included:

  • An increase in lifecycle and personalized messaging
  • Prioritization of converting single-channel shoppers to multichannel shoppers
  • Exploration of varied treatment for dormant subscribers vs. their standard approach of a nine month rolling suppression

By leveraging Epsilon’s Email Activity Segmentation Engagement (EASE) we learned that 44% of new subscribers do not engage and 71% have yet to make a purchase.  This insightful data guided the retailer’s future marketing decisions.

Communication strategies must be fluid and adapt in real-time based on the needs and desires of an audience. Each audience has different needs and it’s now more important than ever that marketers understand these needs and differences between groups.

It’s important to understand these individual needs and their purchase behaviors.  With EASE, behavior is detected and defined in four key segments:

  • Most Valuable Customer (Opener or Clicker at least 5 times in the past 3 months)
  • Super Star (Opener or Clicker in the past 3 months)
  • Napper (Opened in the last 4-9 months of clicker 4-12 months)
  • Dormant (No open in 9+ months or no click in 12+ months)

It’s about identifying what the consumers are doing with the brand given the communication connection and it applies to any channel. Once the data is appended to the consumers’ profile, patterns are established leading to the placement of customers into a variety of segments. Then, it’s identified how to best communicate with the individual segments based on their behavior (and what we know about them).

Having this knowledge enables marketers to plan their communication strategy based on the data, the facts.  It removes the guess work and the ‘one-size-fits-all approach’ and enables smart segmentation.