by Wikus Engelbrecht - GraphicMail Marketing Team
2. giugno 2011 03:16
Individualizing content is a key marketing performance factor, as a study performed by Choicestream in 2009 showed that up to 58% of buyers who spend the most money and shop the most frequently are more likely to click on personalized ads or spend time reading personalized content. Collecting info about online customers and sifting through it to gain business insights has been around for years. And adding social data into the recipe is the logical next step.
Social media has made email marketing more complicated, with the scale of management required to fit all the pieces together practically. Marketers no longer have to guess what people care about as every click, tweet and comment gives us further clues. Through tapping into social data, we have the unprecedented opportunity to create bulk email newsletters and advertisements specifically based upon what people are doing and liking on Web 2.0.
It’s easier than ever to find and get inside the minds of potential customers with the abundance of personal information users present on their social network profiles. The data-drilling prowess of social sharing has become the ideal spouse to direct email marketing, mandating email punters to be savvy about social indicators and how they can be collected and edged to help serve subscribers with relevant and personalized content.
Social data is a relatively new tool and a product of the impressive growth and commercial importance of social media. These platforms share different types of permission-based data about their users that let us know with absolute certainty what they want, driving more effective email marketing campaigns that liberate marketers from doing trend guesswork. And with 1.5 billion people around the world signed up on social networks, there will be no shortage of information to work with in order to personalize your email communications.
The best way to grab social data from across multiple networks is to implement a social login feature, which lets readers quickly enter your website by using their existing social networks, instead of registering new and possibly false user profiles. With social logins, clients are just a click away from viewing unique content every time they visit you, giving businesses access to their updated social data. While Facebook may offer the richest source of general social info, a service like LinkedIn - which has recently become the biggest new IPO on Wallstreet - provides compelling data as well, that focuses on subscribers’ professional lives. The sheer amount of data available can be overwhelming, but the first step in deciding which social info to zoom in on depends entirely on what in particular you want to know about your consumers.
With that said, businesses need to realize that social channels are not necessarily a form of CRM by default. True CRM occurs only when customers are actually engaged and having their interests channeled in a productive, profitable way. Preferably in real-time. Simply having clients linked to your business page is not enough and doesn’t punch much on influence currency. Active nurturing of these relationships is a must for it to be meaningful and promote brand entrenchment. This arena is where email newsletter marketing supported by social data flourishes, letting you craft sends that can have vast sales potential.
GraphicMail makes use of social logins as well as sharing of our content socially. Our newsletter features furnish our clients with social widgets, social share and like buttons in email to motivate the use of social info as a useful, contextual tool for conceptualizing campaigns and copy.
The great lesson that social data marketing highlights is that basing your marketing efforts on blank speculations regarding what your subscribers want is not as rewarding as utilizing social integrations to get a verifiable feel.
