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Guest Posts

6 Handy Ways to Collect Customers’ Data for Email Marketing

One of the best ways to connect your potential customers to your brand is to personalize your email campaign. In this case, personalization means finding out a thing or two about your potential customers. After all, the more you know about your target customers, the more you can communicate with them.

That’s why email marketing is only successful if you can capture consumers’ data.

Customers’ data reveals the information (demographic, behavior graphic, interest, and more) you need to know about your audience that you can use to target them as customers. From the information, you can send relatable emails to them. That way, they should have no hesitation to click and even perform your call-to-action. 

Now, the question is: how do you get the valuable data of your customers without being seen as an intrusive visual stalker in the first place? 

Let’s find out!  

#1. Offer an Incentive for On-site Forms and Surveys

When it comes to collecting obtaining customers’ data, on-site forms and surveys are classic but powerful. To make your forms and surveys more engaging and less “demanding,” you can offer incentives.

You can offer your customers something beneficial (like gift cards, discounts, free shipping, free email courses, e-books, etc.) in exchange for their data, such as name, email address, location, and more. 

The incentives won’t only make the customers confident in completing the forms but also convince them to stick around your brand. This, in turn, will help you to create more customer loyalty.  

Let’s take a DocPIES online survey, for example. The company used a $1.99 Redbox movie rental coupon code from txtMovies as a survey incentive. They saw a massive increase in response rate from the incentive they offer and from 2.2% to 11.5%!

The higher response rate means that more target audiences take and complete the survey. And when more audiences take the survey, you’ll get more customer data to use for better email marketing.

#2. Monitor Customer’ Digital Behavior

Another handy way to collect segmentation data for your email campaign is by tracking your customers’ digital behavior.

It’s essential to understand what they do while they browse your website, how they interact with your ads, how they open and read their emails or their overall actual actions as they surf the web.

Sounds complicated, right? As it turns out, monitoring your customers’ digital behavior can be pretty painless — all thanks to the internet.

You can use tracking software or tools, like Google Analytics, Hotjar, etc., to get to the heart of the information you need about your customers for a better email marketing campaign. 

Behavioral tracking software shows all the actions visitors take on a website, such as where and what they click on, when they leave, how they consume your website’s content. In other words, they give you an insight into how the visitors interact with your site and what obstacles they experience in their journey as your potential customers.

The behavioral data makes it easier for you to get the most out of your email campaigns, optimize customer acquisition, and grow customer Lifetime Value (LTV).

#3. Utilize Data from Customer Service

Your customer service is mostly dealing with solving customers’ problems and answering their questions. In other words, they can make it easier for you to collect useful information via simple conversations, help sessions, troubleshooting, and more.

With your customer service team’s help, you’ll gain insights into how the customers find you, why they choose your brand, how they like your services and brands, and more.

Even if it’s just one field, the data from your customer service team adds up to give you a clearer profile of your customers. Again, this allows you to target the email content you push to them in the future.

#4. Create Newsletter Sign-ups

Newsletter allows your brand to create a solid relationship with customers through exclusive content and special offers. It also helps you to keep your brand top-of-mind for customers, establishing authority in the space.

You can create various content for the newsletter and see which topics have the highest or lowest read rates. This way, you understand what topic your customers or subscribers like the most.

Remember to give them a chance to reply to your newsletter because that feedback helps you improve the next content for email marketing personalization based on data.

Most newsletter signups only require names and email addresses. And that’s enough data. With only names and email addresses, you might need to use data enrichment tools to enrich your customers’ data. 

For example, tye.io offers you a great way of enhancing your existing email database. It makes it easier for you to enhance your lists, including gender, location, and firmographics.

Below is the signup form that tye uses for the newsletter campaigns:

#5. Contests and Giveaways

Giveaways and other online contests will help you generate awareness for your brand and a great way to gather your customers’ desired data.

The foundation of your giveaways or contents is the method you’ll use to collect email addresses. Then, you can ask them a few questions that can contribute to your personalized email marketing campaigns.

To build the hype for the contest, you can also encourage the participant to share the contest with their friends and social networks. The more they share, the higher probability of a win they’ll get.

Here’s a contest example from Massage Addict, which required participants to answer some questions before they could enter. 

#6. Create Customer Loyalty Programs

Yup. Your loyal customers play a significant role in email personalization. But how?

Loyal customers give you insights on customers’ details, preferences, interests towards your brand. ‘

You can use all the data to personalize, creating the best possible email content to communicate directly with your most valuable customers (especially the new ones) from the very beginning.

Therefore, you need to create customer loyalty programs to keep them stick around your brand and continue giving you feedback and customers’ insights for better email personalization.

See the example from the Starbucks customer loyalty program below. It shows you how to spread awareness and gain customers insights at the same time:

Wrapping It All Up

Customers’ data is the backbone of successful email marketing. It helps you to study your particular audience in-depth and create effective emails tailored just for them. 

Ideally, you will also need to enrich those profile data to develop a high segmentation methodology to target the right customers.

It’s always better to experiment with different methods so you can gradually grow your customer profiles and send them more engaging emails without burdening them with only one profile data source. Not to mention that using various touchpoints makes it easier for you to reach and appeal to customers with different buying behaviors.

Andre Oentoro is the founder of
Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order). 


Twitter: @breadnbeyond

Email: andre@breadnbeyond.com 

LinkedIn: https://www.linkedin.com/in/andreoentoro/

This post was last modified on July 27, 2021 11:39 pm