A Mulitchannel View of the Customer Through Email

Bryce MarshallOn Wednesday I wrote about how it’s email address that is the linchpin for linking consumer activity data across channels and devices, and integrating the intelligence of disparate business systems.
Now, let’s look at some examples of how this works:

Knotice’s ESP customers enjoy two unique features:

  • When the email recipient opens the email, our platform reads the device information and appends this value to the user’s profile, and
  • At that time the platform sets a first-party cookie (in the marketer’s domain) with the unique profile ID

Decorating the profiles in the data environment with device information allows platform users to segment and target profiles by device. It also allows us to aggregate that data into some meaningful trend reporting on the increasing use of mobile devices in email marketing. As of Cyber Week of 2012, nearly 45% of all retail emails were opened on a mobile device (tablet or smartphone). The reality is your consumers have multiple devices – PCs, tablets and laptops. And as they open your marketing emails across these different devices UPM will place the first-party cookie correlating to the profile on each device*. With no data manipulation resources needed, Knotice’s UPM is auto-linking multiple device types to a user profile. For one client I work with, over 20% of the known profiles in their UPM environment have more than one device associated.

The benefit? These marketers are able to stitch together the multi-device activities of their customers into a clear path to purchase analysis, and uniquely recognize and target and message to them across devices, along their path to purchase.

(*Think iOS doesn’t accept cookies? Not true. iOS accepts first-party cookies by default – it’s just the third-party cookies it doesn’t like.)

Email address linking marketing channels

The first-party cookie used to auto-link multiple devices to a profile, is the same key that allows UPM to track and collect these user’s activities across other online channels other than email: web, search and display media. With the appropriate tags deployed and a first-party ad serving or tracking framework in place, UPM captures website visits (sites in the marketer’s domain), referring search keywords, and display media impressions and response. Remember that it was the marketing emails in the first place which presented the opportunity to distribute the first-party cookies to the profiles in the database. Now you’ve got a very clear view of the multi-channel activities of their customers as they engage with the brand across devices and channels.

Seeing your brands’ email messaging operations in this light, as the opportunity to start auto-linking diverse activities and attributes in one data environment, should help convince any reluctant executives to the value of investing in an email marketing strategy to effectively engage with a broadest audience possible. It truly delivers value beyond just the DR channel itself.

Check back for more on Monday.

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