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Is Your Collected Data Collecting Dust?

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Posted March 18, 2002 By Robyn Greenspan     Feedback

Begin by applying your gathered customer information toward producing multiple targeted newsletters.

Gathering customer information and building databases are valuable components in e-business, but if you're not using the data properly it's worthless. Comprehensive analysis requires a lot of time, and often, the assistance of an expert but if you aren't ready to hire a data miner, you can still use the information to your marketing advantage.

Begin by applying some of the gleaned data to your newsletters because relevancy often makes the difference between whether your e-marketing messages get read or deleted.

Many e-businesses distribute the same message to all the opt-in subscribers, while keeping their fingers crossed that they reach the right recipient at the right time. Unless your business is highly specialized, the one newsletter fits all approach won't yield the best results. And even if you've included some piece of news or information that you hope will increase the shelf-life of your message, there is no guarantee that a recipient will deem it important enough to save.

However, if you take the data that you've collected and segment your subscribers into categories, you can create a number of relevant newsletters that will appeal to each group. Jazz enthusiasts get offerings containing information on the new Miles Davis boxed set; fans of Depeche Mode are presented with 80s compilation disks and the band's newest release; those who've purchased dance mix CDs receive invitations to pre-order the upcoming Junior Vasquez remix; and so on.

Examine your inventory and establish categories for your multiple newsletters — create templates for as many as you know you'll have time to produce on a regularly scheduled basis without it being counterproductive. Now, mine your customer data for the keywords that will place your subscribers in the category that is most appropriate for their purchase history. It doesn't have to be an exact science but precision will increase the odds of response. Continuous measurement and tracking will help you hone your lists, allowing you to deliver the most relevant information to each customer.

Reprinted from ECommerce Guide.

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