Inxmail for Apteco

True to the motto "Insights are good but actionable insights are even better", the aim now is to transform the insights gained into concrete marketing activities. What could this look like?

A Venn diagram, as shown here, is an excellent way to determine a target group. The intersection of the overlapping circles (here customer segments) shows, for example, which customers are regular shoppers, have recently made a purchase and had a high shopping basket in the process. From this, a target group for e.g. a reactivation campaign can be identified, because these are the customers who are normally regular shoppers with high shopping baskets, but have not bought anything for a while, therefore only have an overlap of two of the three circles.

With just a few clicks, these people can be converted into a target segment and included in an email or other campaign directly.

Other examples are:

• Visualising changes within your marketing segments over time: Am I losing customers from the VIP segment to a lower value segment? Why is this happening?
• Pareto analysis: Who are the customers that generate, say, 80% of my sales? How can I communicate with them to reflect this value to my business?
• Lookalike profiling: How can I quickly identify target groups within my customer base that are similar to my best customers?

The purpose is to derive results from the executed marketing activities. The campaign data must be monitored, analysed and evaluated in order to extract the corresponding results.

With the help of the previously determined segments and target groups, simple but also complex campaigns can be carried out. By automating this process, time and costs as well as human resources can be saved. Campaign automation automatically determines who should be contacted when and with which communication. Based on the insights from the customer transaction data, the messages are personalised and then automatically targeted.

It is also important to decide on the right approach: Should I build a single or multi-channel campaign? Single or multi-stage?

This step is all about incorporating insights gained from past campaigns into future campaigns. Crucial to this is the automatic creation of a contact history across all channels, which allows you to collect and integrate responses. This means you know exactly who has responded to a campaign in the past and how, meaning for example who has opened, clicked or bought something. This allows you to ensure that people receive communications in the future tailored to that action and also to avoid one person receiving too many communications.

In order to track the impact of your activities on the company's performance, it is also important to summarise the campaign responses and derive KPIs from them. With these, you can observe how the campaigns carried out have affected customer loyalty and retention, for example.