Using Geo Tracking Data to Increase Email Marketing Relevancy
Using Geo Tracking Data to Increase Relevancy
Companies of all sizes can use Geo Tracking to increase the relevancy of their email messages, and savvy marketers are using this data in very interesting ways. Here are some examples of how you can use Geo Tracking data:
Corporate Event Planning – Before you begin planning a global book-signing tour, a country-wide meet-and-greet, or your annual users’ conference, it is important for you to know not only where your customers live, but where your most active customers live. After all, if you have 5,000 subscribers in Maui but only 10 of them actively read and click on your email messages you can’t expect the other 4,990 to show up for your event. A much better practice is to use Geo Tracking to find the cities that have the largest numbers and highest percentages of active subscribers and to plan your corporate events nearby. In the current economy both corporate and personal travel is down, so you need to maximize the attendance at your events by planning them in locations that are easy for your subscribers to attend.
Then, you can use your segmented data along with dynamic content to send relevant, targeted messages to each member of your list. For example, if you are planning an eight-city tour across the United States and you used Geo Tracking to determine that Boston, New York, Atlanta, Kansas City, San Antonio, Denver, San Francisco, and Seattle have your most active subscribers, you can send each subscriber information on the event that is located closest to him or him. Not only will you have maximized the number of attendees at your event, but you will have maximized the ROI of your email campaign send by targeting your subscribers with relevant information.
Targeted Offers – An email marketing best practice is to speak to your most active subscribers differently than you do the other members of your list. Whether you offer them special discounts or corporate merchandise or if you simply send emails to them more often, these subscribers are special and you should treat them that way. You can use Geo Tracking data to locate your most active subscribers to send them corporate merchandise they’ll actually use – such as beach towels to subscribers in Miami or umbrellas to subscribers in London.
You can also use it to send them relevant and timely information based on their locations. Get creative – you aren’t limited to sending geographically-segmented information like offering winter coats to your subscribers in the north and light-weight jackets to your subscribers in the south, although if you aren’t already doing so it’s a great place to start. However, the best use for Geo Tracking data is for very specific purposes. For example, a stand-alone restaurant in a summer vacation destination could use Geo Tracking data to find high concentrations of visitors from around the country that continue to read its emails in the off-season. It could then offer subscribers in that area a special deal, such as having frozen crab cakes from the restaurant shipped to them over night; and, because they’re all going to the same area, the restaurant could work with the shipper to receive a discounted rate. The subscribers will be happy to place an order from their favorite destination restaurant and the restaurant will make some extra money during its slow time.
Enhanced Marketing Efforts – Geo Tracking data is invaluable information that can enhance your organization’s entire marketing efforts – it isn’t limited to email marketing only. Using the data to figure out where your most active subscribers are allows you to streamline your radio and television spots and ad buys. That way you can spend more in the areas where you’ll reach your most interested audience and less in the areas that have little chance of converting.
Direct marketers and internet marketers have used this Geo Tracking data for years to maximize their campaigns and increase their conversion rates so follow their lead and best practices. Remember, the more relevant your emails are, the higher your conversion rate will be so use all of the data that is available to you. To learn more about Geo Tracking, contact one of our email marketing experts today.