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If you’re reading this article then you obviously understand that customer data, YOUR customer data is an extremely valuable commodity. After all, you have no doubt been driving customers to your stores (both physical and virtual) using expensive marketing tactics which require your time and effort to create and execute. As you have read in the previous articles on this subject, creating a 360 view of your customers is important for business planning and getting a clear insight into who you’re customers are.
You should be able to identify any given customer in your CRM database to view what they last purchased from you. As an individual record, you may look at this customer record and think to yourself “how can I get them to purchase something else”. After all the cost of acquiring that customer may not actually be recovered yet!
Of course, the most obvious marketing tactic is to send them an email. Hopefully personalized to create a closer sense of engagement, something along the lines of “Dear Customer X, thank you for your previous business and for purchasing product Y. Did you know, that product Z is the perfect complimentary product to go with what you purchased previously, have 10% off if you come back to our store today!”. This is an example of the new way you should be thinking about re-engaging your existing customer base.
But let’s take you further….
Firstly, with better customer intelligence, you will be able to identify the frequency of which your products are purchased, therefore if you know this, you can plan when personalized emails can be sent to your customers. This means you can not only send every single recipient a dynamically personalized email which should gain their attention, but you should also be automating when they are sent based on the insight you have gleaned from improving customer intelligence.
…and a little further…
To complete this one to one marketing approach, you should enable your existing website to be dynamically “aware” of the customer on their return after responding to a timely email; without them having to login and identify themselves. This seamless transition of identification will not only provide a delightful customer experience, where the customer feels special but it will make a significant impact on your bottom line.
By automating your digital marketing to leverage your customer data, you will be maximizing the value of your most valuable asset…with little overhead thus improving the ROI in acquiring the customer in the first place.
