How to Use Email to Collect Actionable Consumer Insights
Consumers are continually bombarded by digital communications, such as email, SMS, voice, and app notifications, while businesses dig for relevant insights on customers.
However, excessive contact, unrelated offers, or multiple, lengthy demands for personal information can be unpleasant and off-putting, especially to people who don’t recall giving their email address in the first place.
That’s why you have to be efficient with the data you pull and deliver a true customer experience transformation that will boost your sales and general growth.
Let’s see how to use email to collect actionable consumer insights.
Dig deeper through your email analytics
The key to gaining helpful analytics and making good decisions is knowing where to look.
- What are the most popular topics, issues, or messages?
- What part of your template design do they occupy?
- What was the format of their presentation?
- Is it better to use text, photos, or icons?
All of these significant elements can influence involvement. You can use this data to alter future campaigns’ content and design better to fit your clients’ interests and aesthetic preferences.
You can also use data to discover your openers and clickers and when they usually read and engage with your emails. These are the metrics you should always have in mind when email marketing.
It would be best to consider email parsing to get more out of your emails and the data you pull. When you parse emails with a good parser, you can extract emails and data to a spreadsheet where you can see everything better.
You will also locate all bounced email addresses, find contact information to build a new email list, and export specific data from your emails.
How to use email to gather feedback
To find out how your customers feel about your business and its products, you can email to send out surveys.
Asking customers what they think is perhaps the simplest way to obtain customer insights. “How Are We Doing?” style surveys can yield valuable insights that you can use in future campaigns.
However, the problem is that this setting might not be adequate to give you the whole image. Many consumers may be hesitant or embarrassed to express their feelings and provide the bare minimum of helpful user input to complete the survey.
Make it personal
Modern consumers will not hand over personal information unless firms cater to their preferences. When brands know when, where, and why an email address was gathered, they can directly target consumers based on their location and personal interests.
Suppose a customer provides their contact information while purchasing a pair of shoes during the holiday season. In that case, the brand may send them an email with offers and discounts for other winter items or holiday-related gift ideas.
Brands have a significantly better chance of engaging with customers by appealing to their known likes and tastes, resulting in more clicks (or other desired actions) and increased loyalty.
Focus on content
Your content team must think about format and distribution in addition to topics.
Let’sLet’s say your emails that address some of the “soft skills” your subscribers are attempting to master have twice the engagement rate of other content.
Recognising the importance of these topics, your marketing team might organise a panel discussion or video series on them to generate new leads or subscribers.
Be efficient when collecting email addresses
While your company may collect thousands of email addresses from paying customers at checkout (both online and in-store), brand makers must take a multi-pronged strategy to establish a focused email list.
Post valuable offers like membership benefits, discounts, contests, and free newsletters across your website and landing pages.
Through recorded contact forms, collect consumer information while constructing deeper profiles. Include an area where you can enter the customer’s name, email address, and degree of interest.
These targeted approaches will provide the right customers with a reason to open your emails, allowing you to continue supplying more relevant content while increasing your sales.
Use email data to find product opportunities
Through email, customers may offer signals or comments about the types of product improvements they’d like to see in the future.
Those who express a greater interest in a specific feature in an email, for example, may have higher retention rates.
Therefore, your product team should focus extra attention on that crucial element on the in-app product tour now that you’ve noticed the link.
Optimise for desired devices
The email team can prioritise testing by knowing which devices your subscribers prefer.
Also, email can help your firm determine how consumers switch between devices for various tasks.
The email, product, and web teams can swap notes on the most popular devices and browsers for their respective channels.
Here are some other questions you should consider:
- Are the same gadgets employed across all channels?
- Is there a consistently outstanding experience on that device across all touchpoints?
- What can you learn about how customers connect with you if the top devices aren’t consistent?
There are numerous advantages to sharing email analytics throughout the entire firm.
It prioritises genuine, customer-driven data in strategy development, assists each team in making the best use of their money based on proven insights and improves communication so that everyone can work toward similar goals.
If you have any tips on how to use email for better insights, let us know!