I received an email this week from a company providing an update on delays in their shipping time due to reduced staff. I regularly order products from this company, so it was a welcome communication in my inbox. I read this email from beginning to end and was left feeling like my business is valued. I have received countless similar emails from other companies that have had the opposite effect. If these companies had used first-party data to select their email list, they would have known I am not a regular or recent customer. Their email would not have contributed to my inbox being overcrowded, resulting in me unsubscribing from their list and them missing an opportunity to send me a more relevant message in the future.
Every time a customer or potential customer interacts with your brand, it should be a positive experience. Whether that is when they are greeted at your trade show booth, hosted for a meeting in your office, or simply when they receive an email or see a digital ad. It is natural to think about creating a positive experience for your customers when planning a large-scale event or campaign, but the small touchpoints are also crucial.
First-party data, defined as information collected directly from your audience, gives you the power to curate your audience’s experience during these smaller interactions. Audiences can be identified and targeted based on content engagement, location, job title, web behavior, and more.
Targeting your desired audience allows you to customize the message and reach only those relevant to a certain product launch, promotion, or upcoming event. Not only does this help you better allocate resources, but it also tailors the experience for your audience. They will only receive an email campaign, website topical targeting ad, etc. pertaining to their interests and business.
At Babcox, we recently assisted a customer in developing an email campaign detailing an upcoming rebate program. Using our first-party data, we narrowed the audience to shops in select locations and with sales volumes that qualify for the rebate. Shops that do not qualify will not receive the communication, limiting any frustration they might have had if they received an email detailing a promotion they cannot receive. Those that do qualify will get the email and appreciate being notified of the savings opportunity.
Do you have a message you’d like to deliver to a target audience? Let the Babcox team help you curate your audience’s experience using our first-party data. We’re here to help.
Learn more about first-party data in this episode of the Think Big podcast:
Kelsey Mayer joined Babcox Media in 2019 as Email Marketing Specialist and is now Digital Marketing & Audience Manager. She has a background in digital marketing, social media management, and event planning. Kelsey is a 2013 graduate of The Ohio State University. Connect with Kelsey on LinkedIn, Twitter, or by email.