Using data for remarketing
Customer data is also valuable for remarketing. Remarketing targets consumers who have shown interest in your product or service but failed to proceed to purchase. They may have visited your website, made an enquiry or otherwise interacted with your brand and then lost interest.
Tools like website analytics and cookies play an elementary role here. They tag each user and record their interactions. This allows you to retarget them with further content, e.g. with display or social media ads, at a later stage using products or services they’re already interested in.
To further personalise your campaigns you can then call on other data points, such as your customer segmentation data. Many CRM systems can help automate this process with the aim of bringing the lost lead back into – and continuing to push them through – your sales pipeline.
Collecting customer data
We know that customer data lives in your CRM and drives personalised marketing and remarketing campaigns. But how do you actually collect the data?
Offering a free download or subscription to a newsletter on your website is one way to get prospects to surrender their contact details. This will get you the lead’s name and email address to populate a new customer record in your CRM. You could also consider asking for their phone number, location, date of birth and occupation at this stage too.
Customer surveys, competitions and rewards programs are other excellent ways to collect more detailed customer information. However, you don’t want to come across as too intrusive, so make sure there's a reasonable exchange of value.
Some key legal considerations
Collecting and storing customer data comes with some important legal obligations. You must comply with a range of data privacy regulations, and you should implement data security measures to protect your customer data from potential data breaches.
There are also some legal restrictions around how businesses can use customer data for marketing purposes. The Spam Act 2003 applies to any email, SMS, MMS and instant messages you intend on sending to leads or customers. It sets out three key rules:
1. Consent: You must have the person’s permission to send them commercial messages, e.g. many businesses include an opt-in tick box at the bottom of online order, enquiry and download forms.
2. Sender identification: All commercial messages you send must clearly display the contact details of the person or business sending the message; this includes SMS and MMS message.
3. Opt-out: You must provide a method for customers to opt out of receiving future marketing messages from you; this is usually provided via an ‘unsubscribe’ link included at the end of digital communications.
Data-driven campaigns can really lift your marketing game. Use customer segmentation to personalise your marketing messages, remarketing to target lost leads and a good CRM platform to bring it all together. Just be sure to understand your legal obligations and you’re on your way to marketing success.