Automate your newsletter campaigns

The basis is the consolidation of all your customer and transaction data into a unified 360° customer view. Break down stereotypical barriers between departments and use data from all areas: online and offline, email and social media, website and mobile marketing, etc.

Marketers get direct access to the data, reducing dependence on other departments such as IT, to make faster and more informed decisions.

With more than 200 functions, you can create derived variables from your data that provide you with crucial additional insights:

• Date of birth à Age group
• Home address à Distance to nearest branch
• Purchase amount à Customer lifetime value

The software thus puts the data into the right form to generate insights from it. Interactive dashboards also allow you to visualize the data.

In line with the motto “Insights are good but actionable insights are even better”, the next step is to convert the insights gained into concrete marketing activities. What might that look like?

A Venn diagram, as shown here, is an excellent way to define a target group. The intersection of the overlapping circles (here customer segments) shows, for example, which customers are regular buyers, have recently made a purchase and had a large shopping cart. From this, a target group for a reactivation campaign, for example, can be identified. These are the customers who are normally regular buyers with large shopping carts, but have not bought anything in a while. Therefore, they only have an intersection of two of the three circles.

With just a few clicks, these individuals can be converted into a target segment and directly integrated into an email or other campaign.

Other examples include:

• Visualizing changes within your marketing segments over time: Am I losing customers from the VIP segment to a segment with less value? Why?
• Pareto analysis: Who are the customers who generate 80% of my sales, for example? How can I communicate with them to reflect this value to my business?
• Lookalike profiling: How can I quickly identify target groups within my customer base that resemble my best customers?

The aim here is to derive results from the marketing activities carried out. It is important to monitor, analyze and evaluate the campaign data in order to work out the corresponding results.

With the help of the previously determined segments and target groups, simple as well as complex campaigns can be carried out. By automating this process, time and costs as well as personnel resources can be saved. Campaign automation automatically determines who should be contacted when with which communication. Based on the insights from the customer transaction data, the messages are personalized and then automatically controlled.

It is also important to choose the right approach: should I create a single or multi-channel campaign? Single or multi-level?

In this step, it is all about incorporating the knowledge gained from past campaigns into future campaigns. The key to this is the automatic creation of a contact history across all channels, which allows you to collect and integrate responses. This means you know exactly who has responded to a campaign in the past and how. So you know who has opened an email, clicked a link or purchased something. This way you can ensure that people receive targeted communications in the future based on their past actions and also avoid sending too many communications to one person.

To understand the impact of your activities on business success, it is also important to summarize campaign responses and derive KPIs from them. Based on these, you can observe how the campaigns you have run have affected customer loyalty and retention, for example.