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Enrich your marketing automations - Part 1

May 18 · Issue #24 · View online
DataDiary by InnerTrends
Enrich your marketing automations - Part 1
Marketing-wise, you now have tons of data at your fingertips to take your marketing campaigns to the next level. But are you making the best of it?
When it comes to using data in marketing automations, my best advice for you is to:

  • use all the data that is available to you to enrich user profiles,
  • use enriched data in creating new segments, and
  • personalize your marketing campaigns to the max for each segment.
At InnerTrends we work with 4 strategies when it comes to marketing automation. In this issue I shall discuss the first two, and come back with the other two in the following issue.
1. Label your leads, users and customers
It takes no feat of imagination to figure out that, nowadays, if you leave your email address on a site, you will receive a ton of emails related to that subject until the user cycle is finished.
For instance, if you download an ebook, you will automatically be put on an emailing list and you will receive other emails related to other ebooks, until they run out of ebooks to advertise for :)
These are event driven marketing automations. Almost everyone uses them and there is nothing wrong with it! But are companies making the best of the info they have on their users?
In my experience, I have seen 2 types of mistakes that can be easily addressed:

  • Companies either include all the users on the same list and deal with them the same, regardless of the customer life cycle stage they are in (leads / sign-ups / paying customers / clients with churn risk etc.). For instance, they send everyone in the list the same email or newsletter. But what’s the point of getting emails about how to finish onboarding if you’ve already finished it?
  • Or… companies use the info they have on their users only for the stage they are in, but they don’t record it anywhere in the system. So this data is not available for later usage. Say a client downloads an ebook and then reaches the onboarding step. The information that he previously downloaded an ebook is used only at that particular stage, to advertise for other ebooks, but it is then lost in the system. That piece of info will not be available later on during onboarding.

So here’s what we suggest: use labels.
Labels are essential to creating user profiles and to better understanding client behavior.  
You should label users everytime:

  • you discover any piece of context about them (first time user or recurring user; user belongs to a big company; user is from the USA etc.)
  • they perform mission critical actions your site (e.g.: client downloaded ebook, client finished onboarding, client contacted live chat while checking the prices, client spent a lot of time on the pricing page etc.) and
  • they enter a new customer life cycle stage related to your product (leads / sign-ups / paying customers / clients with churn risk etc.).

And this is where the value of these labels lies: they help you connect all the missing dots about a client, and create a comprehensive user profile.
Armed with this info, you won’t fall into the trap of pitching your product to a user who is already a paying customer or spamming everyone with irrelevant emails.
On the contrary, you will be able to approach each user according to their needs.
For example, if you are trying to sell a new product feature to your users, you should pitch it differently for someone who’s just trying out your product, as opposed to someone who’s making full use of all the features, or someone who’s about to churn. 
So, if you are sending a newsletter announcing this new feature, make sure that at least the intro is adapted to the various user categories you have got, if not the entire message. It makes, sense, doesn’t it?
So, once you’ve gathered all this info about your users, split them into categories and then segment any marketing campaign by adapting and personalizing the message for each user category. 

2. Use behavior predictions to your advantage
Another angle that you should definitely look at when personalizing your marketing campaigns is your client’s next move.
We work with two types of client behavior predictions:

  • user conversion predictions, and
  • churn predictions

For instance, you can generate a marketing campaign especially dedicated to the users who have finished the onboarding but have a small chance of conversion. One of the best incentives in this case would be a big discount, as this is often the main reason holding them back from converting.
On the contrary, for the users with a high chance of conversion money is probably not an issue, so, to help you close the deal faster, you can send them success stories that would allow them to get quick wins from your product.
For the ones with a high churn risk you could opt for an informative email, educating them on the product features they haven’t used yet. Including other clients’ reviews on those features might open their eyes and see something about your product that they haven’t seen before.
As for those who have a low churn risk, they could be asked for a review that you can later on use to your advantage. You could also ask them to invite their friends to try your app.

In our next issue we’ll talk about the impact of user scores on your marketing campaigns, and why you should limit as much as possible the communication related to your product between your users and third parties.
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