Data-driven marketing: You have more tools in your toolbox than just your e-mail function

22 July 2019

Data-driven marketing: You have more tools in your toolbox than just your e-mail function

Just because it all started with e-mail, it doesn’t have to end there. In this blog post Fredrik Fenberg encourages you to think more channels into your flows so that they aren’t so predictable.


Predictability can be perfectly fine. If, for example, you have a campaign which keeps on producing two crowns on the bottom line for every one crown you put into it, that’s great.

But the flip side of that coin is that we forget to challenge the status quo. Perhaps you could get an even higher ROI by adjusting that successful campaign? One of the advantages of data-driven marketing is that we always have the potential to learn and improve. But this means that you need to be ready to try something new, as well as to challenge your trusty old workhorse of a successful campaign.

Often, I see marketing automation flows which consist solely of e-mails. There are many reasons for this. Marketing automation has its roots in e-mail marketing and most people can figure out how to set up a Mailchimp account. But as the title of this article states, you have more tools in your toolbox than just your e-mail function. And there is one very good reason to put them into use: your customer.

Focus on the customer

You’ve heard it plenty of times before, but I’ll say it again: You absolutely must focus on your customer.

It may well be that you have a flow in which behavioural data triggers a specific e-mail which targets the customer at the right time. But in my view, you haven’t completely succeeded in your 1:1 communication just because you’re sending e-mails at the right time which contain the exact products that a customer has already shown interest in.

Personalisation should take place across several relevant channels, and that demands a bit more of you. Try to think through what your customer does before they are ready to make a purchase.

This means you need to sit down and go through the various stages of the customer’s buying process. You also need to determine what messages, information and types of inspiration the customer needs at these different stages. This is where your data can be a huge help. Particularly when it comes to behavioural data about customer engagement on your website.

Use the right channel for the right message and for the right customer

This simply requires that you put yourself in the customer’s shoes and begin to build their customer journey. This can quickly become complex, but don’t overcomplicate it:

Data-driven marketing is hard enough as it is. But it is well worth the effort. Quite simply because you can become much more relevant to your customer.

What messages are needed along the customer journey, and which channels are best suited to the specific message and its complexity?

For example, this might be the webshop that has mastered its e-mail flows and knows that when a customer has bought shampoo, it might be relevant to send them offers on conditioner or hair treatments afterwards. But there might be messages in the e-mail flows which do not convert as well as others?

This is where many people jump straight into optimising the communication, but choosing the channel can be equally as important.

Because channel selection can also be 1:1. For example, Dorthe receives an e-mail, while Søren receives physical, direct mail, because he does not respond to e-mails. Or an SMS, or perhaps something else entirely. There are so many possibilities and so many opportunities to test them so that you can continue improving your results.

And if, for some reason, you find any of this difficult, then keep in mind that help is available. At InterMail we can help you identify the customer journey, and we can also help with all the technical stuff. There are also others who can do this. But if you are at the point in your customer journey where you are ready to find out more, then you are welcome to contact me – using your preferred channel.

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