Customer retention and conversion illustrate one of the consistent and principal challenges that current e-commerce and even traditional offline retail businesses face. Only by employing lean and smart marketing models, while utilizing the best and most effective tools that are available, true and lasting growth can be achieved.
However, determining which commercial tool possesses the appropriate attributes, at the same time, puts into effect the strengths of the company, and that characterizes as a perfect fit, can sometimes prove to be difficult. This best describes the importance of appropriate advertising targeting practices.
Sending promotional email is one of the key pillars to e-tailer businesses. When used as a replacement to handing out flyers or similar promotional material, as is the case with traditional business models – such a feat is not difficult. You can set up an arbitrary email marketing service, import the email template and the email client list and you would achieve the same goal. It is when trying to send personalized e-mails to each user, a more holistic approach is required.
When working toward message customization, e-tailers can utilize the power of the collected consumer behavior. Through this, the vast amount of collected user data can be used to support and engage the user in the appropriate manner tailored to his profile.
This is actually the strategic strength that here, at Infinite Analytics, we are trying to employ in service of our clients. By combining the diverse sources of data, such as the provided user history, the current catalog of products etc., we predictively analyze the user.
One important aspect is also the ability to curate the messages to match to specific users that need to be targeted by a certain ad campaign. This enables improved testing, tracing, and measurement of the feedback from the users, along with the ability to have a different approach, according to the actions taken by the users.
With the power of proprietary e-mail generation, additional campaign data is accompanied with each message. This allows tracking the response of the user to the e-mail. Consequently, the result represents the measurement of a diverse number of metrics to determine the effectiveness of each effort.
The final factor is leaving the client to design the template and thus align it with their personal view and approach to their users. Moreover, it provides the ability to include proprietary internal measuring tools within the e-mail.
By combining all of these tools, we offer a unique marketing experience which improves their businesses in the most critical areas. With the advanced analytics of users, we tailor each e-mail according to the user and we use the principal strengths of each e-tailer business. By providing the e-mail templating freedom, we prevent inhibiting the creative process of each client. Finally, by opening the system to campaigning information and advanced user filtering we provide the use of key targeting techniques and user and tool effectiveness to be directly visible, manageable and used toward improvement for future iterations.
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