Email marketers need to use insights gained from data

摘要

Marketers have seen the number of channels used to access customers-email, CRM, social, mobile, etc.-grow. Each of these channels typically siloes its data. The challenge then for email marketers is harnessing the data within all the various channels while still reaching a given customer or segment of customers-and at the same time more effectively converting sales and building customer loyalty. No small feat; so how do email marketers do it?1. Integrate CRM data. Today, companies have tools at their disposal to integrate customer relationship management (CRM) data with customer behavior from websites and preference data from emails. Not enough marketers are incorporating insights from the data within a consumer's social graph or leveraging third-party data sources such as Rapleaf or Demandbase. A fully informed view happens when marketers are integrating point-of-sale data, customer call-center data and other information to create a more comprehensive, holistic data set.