Email marketing and data collection as a tools for success
An online webinar by Pure360 focuses on the enhanced digital consumer journey with email marketing.The focus is on the target group knowledge and the usage of email marketing for personalized customer experience.The email us utilized in each step of the consumer journey.The parts of the customer journey are acquisition,consideration,purchasing,engaging,and reactivation.
Another crucial part of the consumer journey is the collection of data concerning the consumer behavior and the usage of Omni channels. Personally, I think knowledge concerning enhanced customer journey and the email marketing are beneficial in my daily work.Particularly, during this study unit I expect to learn the practical principles on successful email marketing and the data collection.
Practical examples of the email marketing and the data collection
Utilization of email marketing and adapting it into the customer journey is necessary. For instance, during the acquisition phase it is crucial to motivate and inspire customer to sign up for the website.In practise, sending emails with offers for a free product after signing up are a good method to attract customers. Another example to motivate customers is informing of the free shipping as a part of the first purchase.Furthermore,to gain loyalty emails sent on birthdays or to attract to revisit the websites are a useful methods to increase the loyalty and sales.
However, in order to make such marketing successful having knowledge of the target group is required.One solution to gain the knowledge and for the data collection is the Omni channels. Omni refers to availability of the all channels which forward the information back and forth.Additionally, it is necessary to point out the different types of data such as demographic data and purchase data.For instance, with the help of the purchase data it is possible to track the first time buyers(Barret,2020).
Own observations and concluding thoughts
Personally, I agree that email is a suitable marketing method for personalized marketing.By observing my own purchase behavior I have realized that emails of abandoned cart or individual offers are tempting.Especially, emails on birthdays creates the feeling of being cared and valued.The emotions increase the purchase motivation because I think purchasing is strongly emotionally driven.Additionally, based on my worklife experience the companies does not realize the importance of personalized online marketing.For example, emails are sent to book a trip but not emails dedicated for revisits.Especially, in the hotel business loyalty is very crucial to differentiate from others.By sending emails on birthdays or other special occasions creates personalized and individual experience.
Another interesting point in the seminar was the importance of data.Previously, I have not considered the potential of data collection.However, the data collection is very useful to increase the knowledge of the customers and to enhance the online experience.The purchase data is useful to understand the consumer behavior and to adapt the email marketing accordingly.I think the data collection could be utilized more in my workplace in order to analyse the most important products and to develop them further.
In conclusion,the webinar provided interesting knowledge to improve the online customer experience with the email marketing and data collection.Also, it made me to understand the importance of data collection and made me to realize that it is not utilized enough in many companies.
Bibliography:
Barret,K.&Helyer,K.2020.Pure 360:Understanding the eCommerce Customer Journey. Retrieved January 18,2022,from https://www.pure360.com/webinar/understanding-the-ecommerce-customer-journey/
