How To Leverage First Party Data Beyond Email Marketing

first party data, email marketing

Most marketers understand the importance of audience data in delivering highly effective prospecting campaigns. What many marketers do not realize however is that they are already sitting on a wealth of data obtained from previous campaigns and current or past customers.

Marketers tend to use this valuable customer data for email nurture or drip campaigns, offering customers content such as webinar invites, whitepaper downloads, or another up-sell opportunity. However, once a prospect becomes a customer this email marketing may be the only marketing contact that the customer has with the company going forward.

Why Is Existing Customer Data Important?

While email marketing is highly effective, marketers could be taking advantage of their existing customer data for CRM, retention, and new conversions. Why shouldn’t marketers be neglecting this data? One reason is that every marketer already has lead data, customer data, sales data or combinations of all three. This means that marketers don’t need to pay to use someone else’s data

Further, marketers already know that these prospects are interested in either the company or product, reducing the need to build brand awareness or authority. They already know your brand and have already taken some sort of action, whether it’s signing up for a case study or actually purchasing a product.

Going Beyond Email Marketing

Many marketers do not realize that they can actually use current customer data in future ad campaigns. This provides an additional touch point outside of email marketing – and offers another avenue for selling or up-selling customers. Just as you can target prospects within the optimal stage of the sales funnel, marketers can also target existing customers that are in the market for new or additional products. You can capture their cookie data, and then target them via display, social ads or any other type of ads. If these customers are not yet ready to buy, marketers can use different types of advertising tactics to keep your company top-of-mind when they are ready to convert.

Potential Opportunities

Facebook:
With Facebook ads, marketers have the ability to upload your customer database or lists, including email addresses and other demographic information. You can then target ads specifically to these customers.

Programmatic Marketplace:
Like Facebook, within the programmatic marketplace marketers can match customer data points. Marketers are able to find customers via a “cookie match”, and then deliver specialty ads specifically to them. If marketers properly tag their website and then upload their CRM data into a programmatic marketplace, ads can be targeted based on the customers interests and purchase history. It also eliminates retargeting ads that display items that the customer has already purchased. Instead, they can be delivered promotions or discounts off of additional purchases.

Lead Forms:
When a prospect fills out a lead-gen form, their information should be processed through the sales funnel using a CRM tool. The problem is that many times prospects get “stuck” in the sales funnel, i.e. they’ve started checking out, but haven’t completed the checkout process. The customer may need a bit more of an incentive to go to the next stage. Ads can be targeted to the customer exactly where they are within the sales funnel, i.e. a discount or special offer to help keep them moving along.

Existing customer data is extremely valuable. You already know that they are interested in your brand and product, which makes them more likely to buy again in the future. Marketers need to ensure that they are using this data to their advantage – beyond just email marketing.