Resolution 2: Capture Data Dynamically
Email marketers have struggled to find the best way to capture customer data. Subscribers are reluctant to give out too much personal information during the opt-in process and longer forms are often incomplete or contain false information. Preference centers were used to solve these issues; and in some cases preference centers still work. However, many marketers discovered that subscribers would update their preferences for the first three months when they were most engaged, but activity in the preference center would sharply decrease after that. Because the preference centers weren't maintained or updated, marketers sent subscribers messages that didn't match their current needs so they stopped responding to the messages. And because they were no longer actively reading the emails, there was nothing to prompt them to update their preferences. Marketers were stuck a vicious cycle that lead to missing or incorrect data.
A better way to capture customer data is to use dynamic profiling. Dynamic profiling is a simple, but powerful tool that takes data capture to the next level. Instead of relying on your subscribers to tell you what they're interested in you can capture the data generated through each of your email campaigns so you have up-to-the-minute, documented proof of your subscribers' interests and needs.
Using your reporting metrics, dynamic profiling allows you to add a profiling field directly to your subscribers' profiles with just the click of the mouse, eliminating countless hours of manual data input and the unavoidable errors that go along with it. You can capture each link that subscribers click on and you can use that information to send targeted, more relevant messages. You can even capture the day and time the emails were opened so you'll know the best sending schedule for each subscriber.
Listrak published a white paper earlier this year entitled "Improving Relevancy of Email Campaigns: Simplify Data Capture with Dynamic Profiling" that includes an example from an online weight loss center and how it used dynamic profiling to send relevant information to each subscriber on a continual basis. When subscribers first opted-in to the weight loss center's newsletter they were looking for tips on getting started with the program. However, over time, each subscriber's needs changed. Some required information on diet supplements and vitamins, some needed motivational stories from other members, and some required information on specific exercise regimens. More importantly, each individual's needs were constantly shifting. Using dynamic profiling to track the information each subscriber viewed, the weight loss center could send each subscriber emails that were relevant to their immediate needs. These targeted messages kept subscribers engaged, interested, and interacting with the weight loss center's brand.
Dynamic profiling is quick and easy. In Listrak, you simply click the "Add to Profile" button on any contact-level report, define the profile header, and click "Save." It takes less than 30 seconds and it allows you to store tons of data that you can use to build a comprehensive profile on each subscriber. Best of all, you can then segment your lists based on those profile headers so it is really easy to sort your data and target specific groups of subscribers with appropriate offers and messages.
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