Capture Email Data

Since email marketing is one of the most influential touch points in the online path to purchase, you’ll want to capture as many interested contacts as you can. Ideally you will also enrich these with profile data in order to develop a high segmentation methodology to enable you to target. It is not easy to make the most of the options to capture emails, but it's worthwhile reviewing all the touchpoints. Almost every interaction that your customers have online with any organization- attempts to capture data, so you need to cut through that noise.

So let's break it down, how do you improve email capture and progressive profiling? This is best done in two ways:

>>Firstly, exchanging value in return for the data, such as more relevant content and products or offers exclusive to subscribers.

>>Secondly, by capturing bits of data from multiple channels over time. This spreads the effort required on the customer’s part, and increases the likelihood that you’ll reach customers who have different buying behaviors.

For example – some customers browse online, and purchase in-store. If they never complete the checkout, you may never capture their data, know that they browse online and you might then attribute 100% of the sale to the store.

But if you captured email addresses at point of sale in store, or provided an ‘email me this product’ functionality which could be scanned in-store, you can more accurately attribute this sale, capture more data, and increase the chance of the purchase actually happening.