Using First-Party Data in Your Email Marketing Platform
Through certain email marketing platforms, it is possible to receive server-side events. Platforms such as ActiveCampaign/MailBlue, Brevo, Mailchimp, and Klaviyo support this functionality. By forwarding events based on site interactions to these platforms, it becomes possible to send emails triggered by specific events.
However, note that emails can only be sent to visitors who have previously provided their email address on your site. For example, if you want to send a retargeting email to visitors who added items to their cart but did not complete a purchase, this is only possible if you have the user’s email address.
Retargeting
Retargeting emails are automated messages sent to visitors who performed certain actions on your website but skipped a subsequent step. For example, visitors who added a product to their cart but did not complete the purchase. This process is often referred to as an “abandoned cart” campaign.
The primary benefit of retargeting emails is that they tap into an existing intent to convert. This can result in higher conversion rates and increased revenue. Customers who receive a personalized reminder are more likely to proceed with a purchase. Moreover, retargeting emails allow you to tailor messages to the customer’s interests and preferences by showcasing relevant products or offers.
Practical examples
• A clothing store sends an email with the message: “Your cart is waiting for you!” accompanied by images of the products and a link to proceed to checkout.
• An electronics store sends a retargeting email offering an exclusive 10% discount valid for 24 hours after the visitor abandoned the purchase.
• A bookstore sends recommendations based on previous searches, such as: “Still interested in ‘Children’s and Youth Books’? Now available with free shipping.
Transactional Emails
Transactional emails are automated messages sent to customers following specific actions or events, such as an order confirmation, a password reset request, or newsletter sign-up. These emails deliver essential information and typically have high open rates because they serve an immediate functional purpose.
These emails enhance customer satisfaction and improve the overall customer experience. They provide customers with the information they need at the right moment. Furthermore, transactional emails can include subtle marketing messages, such as additional product recommendations or promotions.
Practical examples
• A customer receives an order confirmation email immediately after purchase, stating: “Thank you for your order! Here are your order details,” along with a link to track the order.
• Upon shipping, a retailer sends an email with the message: “Your order is on its way! Click here to track your package.”
• After creating an account, the customer receives a welcome email with a link to their profile and a recommended guide: “Welcome to our community! Discover how to get the most out of your account.”
• A SaaS platform sends a reminder email: “Your trial period is about to end. Click here to activate your subscription.”
Well-executed transactional emails not only keep customers informed but also build trust and loyalty, contributing to a positive brand experience. If standard transactional emails cannot include marketing messages, you can send additional transactional emails via your email marketing platform.
Personalized Marketing Emails
Personalized marketing emails are tailored to the unique preferences, needs, or behaviors of a customer. Instead of sending a general message, customer data is used to provide relevant and targeted content. This could include product recommendations or customized offers. By offering customers a tailored experience, you increase the likelihood of conversion and foster a stronger relationship. Furthermore, personalized communication makes customers feel understood, which enhances loyalty.
Practical examples
• A clothing brand sends an email with a link to a landing page with a quiz to help customers discover their ideal clothing style. A customer with a preference for “casual” will subsequently receive emails featuring recommendations for comfortable jeans and sneakers.
• On your site, visitors browse through various categories. If someone explores a specific category, their email address is added to that interest list. Future marketing emails will then focus on their specific interests.
By combining a quiz on a landing page with personalized emails, you make the initial interaction engaging and enjoyable while ensuring long-term relevance in your communication. This significantly increases the likelihood of conversions and repeat purchases.
However, note that emails can only be sent to visitors who have previously provided their email address on your site. For example, if you want to send a retargeting email to visitors who added items to their cart but did not complete a purchase, this is only possible if you have the user’s email address.
Retargeting
Retargeting emails are automated messages sent to visitors who performed certain actions on your website but skipped a subsequent step. For example, visitors who added a product to their cart but did not complete the purchase. This process is often referred to as an “abandoned cart” campaign.
The primary benefit of retargeting emails is that they tap into an existing intent to convert. This can result in higher conversion rates and increased revenue. Customers who receive a personalized reminder are more likely to proceed with a purchase. Moreover, retargeting emails allow you to tailor messages to the customer’s interests and preferences by showcasing relevant products or offers.
Practical examples
• A clothing store sends an email with the message: “Your cart is waiting for you!” accompanied by images of the products and a link to proceed to checkout.
• An electronics store sends a retargeting email offering an exclusive 10% discount valid for 24 hours after the visitor abandoned the purchase.
• A bookstore sends recommendations based on previous searches, such as: “Still interested in ‘Children’s and Youth Books’? Now available with free shipping.
Transactional Emails
Transactional emails are automated messages sent to customers following specific actions or events, such as an order confirmation, a password reset request, or newsletter sign-up. These emails deliver essential information and typically have high open rates because they serve an immediate functional purpose.
These emails enhance customer satisfaction and improve the overall customer experience. They provide customers with the information they need at the right moment. Furthermore, transactional emails can include subtle marketing messages, such as additional product recommendations or promotions.
Practical examples
• A customer receives an order confirmation email immediately after purchase, stating: “Thank you for your order! Here are your order details,” along with a link to track the order.
• Upon shipping, a retailer sends an email with the message: “Your order is on its way! Click here to track your package.”
• After creating an account, the customer receives a welcome email with a link to their profile and a recommended guide: “Welcome to our community! Discover how to get the most out of your account.”
• A SaaS platform sends a reminder email: “Your trial period is about to end. Click here to activate your subscription.”
Well-executed transactional emails not only keep customers informed but also build trust and loyalty, contributing to a positive brand experience. If standard transactional emails cannot include marketing messages, you can send additional transactional emails via your email marketing platform.
Personalized Marketing Emails
Personalized marketing emails are tailored to the unique preferences, needs, or behaviors of a customer. Instead of sending a general message, customer data is used to provide relevant and targeted content. This could include product recommendations or customized offers. By offering customers a tailored experience, you increase the likelihood of conversion and foster a stronger relationship. Furthermore, personalized communication makes customers feel understood, which enhances loyalty.
Practical examples
• A clothing brand sends an email with a link to a landing page with a quiz to help customers discover their ideal clothing style. A customer with a preference for “casual” will subsequently receive emails featuring recommendations for comfortable jeans and sneakers.
• On your site, visitors browse through various categories. If someone explores a specific category, their email address is added to that interest list. Future marketing emails will then focus on their specific interests.
By combining a quiz on a landing page with personalized emails, you make the initial interaction engaging and enjoyable while ensuring long-term relevance in your communication. This significantly increases the likelihood of conversions and repeat purchases.
Updated on: 22/11/2024
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