Marketers face several challenges in email marketing:
The decrease in your campaigns' open, click, click-through and conversion rates.
Big data analysis . Data is everywhere and often ends up lost or poorly utilized.
The increase in unsubscribes and complaints from subscribers and customers.
Faced with these challenges, we are presented partners email lists with the concept of “ customer intelligence ”, where we must basically focus on empowering “marketers” or marketing professionals.
What is “customer intelligence”?
Broadly speaking, “customer intelligence” is the process of storing and analysing information in order to better understand customer needs in order to design very specific and direct commercial strategies. Specifically, it consists of converting the raw data available to a company into scientific information ready for strategic decision-making.
To elaborate, this “ customer intelligence ” is a key component of Customer Relationship Management ( CRM ), which, when applied effectively, is an important source of information about the behavior and experience of a company's customers.
For example, if a customer enters a store without making a purchase, the information about them may not be part of a traditional CRM system, as there is no sale or cash register. However, knowing the customer's reasons for leaving the store (by asking the individual, an employee, or through surveys) and making inferences about their behavior is an example of customer intelligence.
Empowerment in customer intelligence
Empowering the marketing professional in the customer intelligence process involves the challenge of converting the data you obtain into valuable information . It is about analyzing data graphs and ideas, discovering opportunities in them and turning all that analysis into action.
The process of this empowerment leads the marketing professional to carry out a multi-dimensional segmentation, with socio-demographic criteria, preferences and, for example, their purchase history, in order to generate micro-segments that allow us to maximize our return on investment.
In this context, relevance is a decisive factor. This factor can help us increase our profits and reduce costs, all in the shortest possible time.
