How To Data Mine Your Users

So let’s set the scene, you are a digital marketer tasked with meeting a tight ROI target. With multiple channels activated, your boss is cracking the whip and demanding that you increase sales. In your mix of channels you:

• Have reached a plateau with PPC due to limited search volume and a saturated market. Although the clicks you have purchased are converting well, scaling this up proves challenging. 
• You have an affiliate network which 80% of the sales come from a few choice partners and is steadily growing.
• Have experimented with Facebook and Twitter, but they tend to exhaust budgets quickly. Whilst they may generate likes and follows, actual sales conversions remain scarce.  
• Banner retargeting is working and you are building your audiences to remarket to, but it is taking time.
• The site has had 60,000 customers over the last 5 years. CRM emails go out regularly, but the opening rate is dropping.

When considering the next channel to optimise, numerous shiny new platforms call for testing. However, it is worth delving a bit deeper into your existing customer base for a moment. These lapsed customers are qualified hot leads, they are eager to purchase your product and are already familiar with your brand as they have purchased from you before. 

If the users who are not opening emails are segmented, these people are basically being ignored by you and should be considered as a pot of untapped gold!

Why have they not come back? It could be that you have simply ignored them, they might have had a bad experience, they could be buying from your competitor. Any number of possible scenarios could be true, but what is important is that you have a strategy to re-engage them.

So what options are available to you? Well it all depends on the data you hold on them. If you have their phone number you can call them but this can be costly, time consuming and eats up resources. If you have their mobile number you can text them. This is cost effective and can work. You hold the postal data on them as you delivered the product they bought from you.

Stannp.com can send a postcard to them for as little as 34p printed and posted in the UK, when rolling out large volumes. Normal campaigns are for 5-10,000 cards and we charge a rate of as little as 45p. We are so confident that this will work, that we are willing to give you 200 cards for free so you can witness and prove the ROI and roll out.