Synchronise online behavioural data across all marketing channels for better results

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 06, 2021, 3:20 PM GMT+0

This piece suggests how businesses can supercharge their marketing strategy to acquire customers effectively.

An Invesp study found that the average open rate for a welcome email is 50%, making it 86% more effective than standard newsletters. To capitalise on this fact, businesses must send welcome newsletters to subscribers with an email or a sequence of emails specifically designed for new customers. They should also capture anonymous web visitors during key stages of their journey.

Data overlay capture strategy can help businesses increase their newsletter subscriber database, enrich their customer profile data and optimise as well as save paid media retargeting budget. Marketers should create lookalike audiences based on how customers interact with specific products in their email campaigns and target accordingly.

Marketers should also synchronise onsite behavioural data across marketing channels, including paid media and email, to ensure customers are exposed to the brand’s most relevant and personalised content. It can help marketers effectively acquire customers, optimise paid media ROI, increase the effectiveness of retargeting campaigns and increase conversion rates.

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