Improve Email Performance with Profile Data May 8, 2013 by Michael Olson customer profile data, email targeting If you are seeking to apply big data to connect with your consumers, email marketing is the low-hanging fruit. Targeted emails containing personalized content and offers enjoy a nearly 4X greater click-through rate than generic email offers. Unlike advertising and content personalization, whose complex algorithms are heavily reliant upon third-party data, successful email campaigns can be executed exclusively using data that you own – registration and transaction information. Using social login, marketers can instantly gain permission-based access to the profile data they care about – rich demographic data and interests straight from a consumer’s social network profile. This data set not only includes a pre-verified email address, name, location and birth date, but also relationship status, political views, hobbies, favorite books, music, movies and television shows. The key is to create micro-segments of consumers who share similar demographic or psychographic characteristics and use them as the basis for targeting. By selecting the right tools to store and leverage social profile and consumer data, and taking the time to build intelligent segments, marketers can dramatically improve email marketing ROI. Some of the email performance results organizations have achieved include: Email segmentation based on demographics and interests led to a 244% increase in email open rates, a 161% increase in email click through rates, and a 330% increase in revenue per mailing for online retailer Paper Style Email segmentation led to an 80% increase in email open rates Personalized eCommerce emails led to a 30% increase in average order value for Shoes.com We share more real world examples and best practices for utilizing social profile data for email segmentation in our ebook titled From Information to Insights: Understanding Big Data Online, if you are interested in learning more.