Personalization is the key to marketing today. The more personal your campaign is the more likely it is to reach the emotions of your consumer. And emotions drive sales.
One of the best ways to personalize a campaign is to use life events. So how do you go beyond birthday when marketing to your customer base?
The key to life events is a good profile of your customer base. You need to make sure your data is clean and has been through Identity Resolution before appending consumer data. Clean data brings back the importance of Identity Resolution. If you have clean and unified data, you will be able to append consumer data with much more accuracy.
Once a customer database has been through Identity Resolution, a good profile will include important dates for each customer. For example you will find wedding anniversary, children’s birthdates, retired date, home purchase date, and more. This kind of data can personalize a campaign on a whole new level.
How can these dates help your marketing strategy? You can use life events to trigger campaigns. So if you are a jewelry store, why not send campaigns based on wedding anniversary? Or if you are a home and garden shop, what better time to send something than the home purchase data anniversary?
Being creative in your campaigns will only boost sales. Don’t discount data that might seem small and inconsequential. It might just be your next best campaign.