Demographic Data Append Every Marketer Should Use. But How?
Improving your personalization increases almost all related metrics for your digital marketing campaign. There is no other single most important aspect of digital or offline marketing than personalization today. Therefore companies rely on demographic data append services before rolling out any campaign.
But the matter of the fact is most marketers are still stuck with the idea that personalization is addressing the recipient by their first name and maybe adding past purchase history. That can be pulled off by a 5-year-old today!
These are just some of the many observations from a report on email marketing statistics by Jeff Bullas.
It goes much beyond that. There is an intricate and essential connection between segmentation and personalization. If you need to segment, you need high-quality demographic information. This, in turn, allows you to send the right message to the right person, and at the right time.
If you are a digital marketer who is grappling with how to go about the complex process of personalization, you need to understand a few tricks of the trade to gain confidence. Data can be your biggest ally here. It all begins with collecting the right type of data. To cater to the right audience, you need to have their specific data. From this information, you need to segment, upgrade and verify the veracity of the data.
The next step is the most crucial aspect of the entire process. Here you need to combine demographic information and bring in appending into the picture. Demographic appending is one of the best and most successful means to achieve high levels of personalization.
Add Demographic Targeting Model in your Marketing Culture
Adding demographic keys to your marketing campaigns is currently easy to do and is essential. It is not only seen in the email marketing field but also in digital advertising. For example, if you run an online business whose product is specifically meant for young mothers, your ad campaign criteria on networks needs to be set at 20-30-year-old, female, single/married, ‘income group’, area and more like this. What this does is it saves you valuable marketing dollars by showing your ad only to those who actually have a need to buy your product.
Learn These Benefits of Demographic Appending
- You connect with users on a personal level.
- They recognize your brand.
- Up-sell and repeat business increases.
- WOM increases.
- Your brand stands out in the crowd.
The same holds good for any other product/service that has a clearly defined target audience. These can be age, gender, income, family and occupation types.
Adding Demographic Keys to your Append Process
Let’s start with an example to clearly illustrate the power of demographics.
Larry is an insurance marketing agent. Now he has tough competition, which is an understatement. His target audience is large and varied. This makes his job a lot more interesting. He has data collected from a certain city where his product has not been doing so well. He wants to ensure that sales numbers increase here.
He has two options. Send a mail to each and every verified contact in the list proclaiming he has arrived and his product will save them time, money and headaches- a life-saving product.
The other option is to segment this data; extract valuable insights from it, set append process based on demographic information and then create a campaign incorporating all the inputs, finally sending a highly personalized and targeted email.
Option 1 Option 2
|Demographic append applied to data, segmented, specific pitches created and sent at the right time||Email blast to each and every contact without research, segmentation and unique value proposition|
Which one do you think will work?
Well, no prizes for guessing the right answer here.
Larry is a smart marketing professional. He doesn’t just go by words he has read but he wants proof. What he does is he runs two campaigns side by side.
One is the traditional email marketing campaign where he creates one message and blasts it to a section of the list without segmenting and running append jobs on them.
For the same list, he hires the services of a demographic append service provider. They segment, separate, validate and improve his list dramatically. He has various sub-lists now and he sees their unique aspects and creates pitches for each one of them.
The results are there for everyone to see. The first set brings back abysmal results. In fact, he gets unsubscribe requests by the dozen. His open and click through rates are phenomenally better with the appended list. He is able to generate hot leads from the second set which gives his valuable insights into his market too.
Different Types of Demographic Profiling
Appending in itself is a service that is commonly used in the marketing industry. Most times, data is incomplete and doesn’t really have value. This may be due to various reasons. The data collection points may be haphazard, the questions asked during data collection do not match the need, incomplete data may have been keyed in there are many such issues.
Appending takes this incomplete data and adds crucial fields to it. It vastly improves the average field size of each data set. This is just the basics of email marketing and is widely prevalent today more so a best practice.
Demographic Append profiling is where the real magic is at. Every business has its own set of demands, target audience, and USP. This needs to be aligned with your appending requirements. Conducting demographic appending is the right way to enhance your email marketing results. It allows you to hyper-target and personalizes something the current generation needs and demands.
Important Mailing list Demographic Append Options Maximize the Value of Direct Marketing
You cannot afford to miss this substantial opportunity and the best way to do that is to conduct demographic appending on your data. Here are various ways to append your data demographically.
Most customer demographic data append service providers are capable of segmenting your data based on age groups. The most commonly used segments are “18-24,” “25-34,” “35-44,” “45-54,” “55-64,” “65 or more,” and “Unknown”. Below 18 is a minor and email marketing laws do not allow brands to engage minors in any form or way.
Age-based criteria are mostly used to sell merchandise that is specifically designed for a certain age group in mind. It may be clothing for young adults to suits for older men, for expectant mothers to insurance policies for married couples and new home buyers. To find out who your target audience is, you need market research.
A good example can be an online store that sells clothing for newborn babies. The target audience can be “18-24,” “25-34,” males and females. It can also be targeted at grandparents in the “55-64,” “65 or more age bracket too. They can be looking to gift a nice pair of frocks for their granddaughter.
Gender is a huge factor while marketing online today. There are many products that just shouldn’t be marketed to the wrong gender. For example, sanitary pads or makeup kits will not work if marketed to a male. In turn, condoms and clothing can be marketed to both genders. When every marketing ‘on-time’ counts, marketing to the wrong gender is a massive waste of opportunities.
The most commonly used segments are “Female,” “Male,” and “Unknown” the Unknown criteria may be because the contact hasn’t specified their gender. This can be sorted with some market research. Good append service providers can do that for you.
• Highly applicable for gender-specific products/services.
• Reduces redundancies by targeting specific genders.
• Reduces brand backlash.
• Fine tunes content and marketing assets towards specific genders.
Consider this interesting example. Joe runs an online store that retails biking accessories and merchandise. His target audience is young adults, older men who have substantial cash reserves, and an interesting subset, young single/married women. There is no such rule that only men ride and Joe understands that very well. A woman may buy his products for herself or for her spouse as a gift. Targeting them can bring him good returns. Women are equal stakeholders in purchase decisions today and involving them is crucial to a sale.
This cross-cutting of segments for seemingly gender specific products is where the world is moving to today. It is important for marketers and appending service providers to take note of this shift if they need to convince and convert the new age customer.
3. Company Information (Mainly B2B)
For B2B appending, company information is extremely important. You need to understand the company and its employees well while marketing to them. A B2B sale takes time, effort and research. There may be many stakeholders involved and you need to know all of them. Demographic data append of company details will give you a lot of extra points that help you do a better job at targeting. Some of them are:-
Getting company information allows you to prepare your pitch accordingly. You can find out if they really do need your product/service. This can also help in competitor analysis as you know which product/service they are currently using.
This allows you to inform your prospects about other industry peers who use your services, why they use it and how it can benefit them.
3.3 Job Function
Specific job functions are required in order to sell certain products. You can get them appended and approach them. They may not be decision makers but their input in crucial to the buying process.
3.4 Job Title
Approaching the wrong employee is a common issue while personalizing. If you are selling hardware and approach the IT software guy, you will end up killing your chances with the lead prospect.
Understanding where your target audience is, their cultural specificities, needs and tastes can make a huge difference in the way you market your products. Some of the largest enterprises have location-based marketing campaigns in local languages.
3.6 Job Seniority
A lower grade manager is generally not involved with purchase decisions. Find the right employee, their ability to influence decisions and target them specifically. This can be done in collusion with title and function.
3.7 Company Size
Size and revenue of the company are important when you are at the costing stage. Larger companies may be willing to shell out larger amounts, the same doesn’t hold true for small businesses or start-ups. It improves your costing process.
This is close to the option of location field. Countries have their own regulations and company laws. You can avoid major issues if you know which country you are planning to deal with.
There are many more criteria’s that can be fulfilled depending on the needs of your marketing campaign. Fields such as branches in various cities and countries and sister concerns or ownership of the company can come handy when targeting larger enterprises.
Language can be a crucial selling point in many countries. Even though English is one of the most popular languages used for marketing worldwide, it doesn’t mean every one of your prospects uses it. Mandarin is the most spoken language today and many countries do not have English as a primary language. Hence, it is essential to append based on the language preference of prospects, or else your message can get lost in translation- literally.
Demographic Data Best Practices
As with any email marketing tactic, demographic append profiling has certain best practices that have been created via trial and experimentation. These are essential while planning on various aspects of your marketing campaign and they allow you to get better results and reduce the chances of mistakes happening.
This infographic clearly reveals how Linkedin Data Append & demographic analytics works for LinkedIn. If you have this type of information, imagine the fine tuning you can do on your marketing campaigns.
#Practice 1: Combine age and gender
This will inevitably happen at some point of time during the planning stages. It isn’t easy to keep out a specific gender or age group from most product marketing.
- Combined data intelligence offers benefits
- Easy to target niche markets
- Gives better returns that single entry
A simple illustration from Google Analytics throws new light on the types of visitors to your site.
Babysitting services can be marketed to women as well as their husbands, single moms and dads and grandparents.
#Practice 2: Strategic Decision Makers
Use this well when it comes to B2B. It can also be used for B2C. The main breadwinner of the family may look like the one making the decisions but it may not be the same. Take a look at past purchase patterns and you may see that the nonworking spouse may be the main buyer in the house.
- Decreases time to reach.
- Allows for direct interaction with those who matter.
- Decreases cost per lead spend.
#Practice 3: Past Purchase Decisions
These give you a wealth of information. It shows you their interests, the buying power, patterns of purchase, decision makers, type of product/service they like and much more.
- Learn about their interests and tie it to your marketing.
- Get crucial information to create better content.
- Run triggered campaigns if they are your customers.
#Practice 4: Social Media Activity
Social media is the new marketplace. Over 2.2 billion people are on Facebook alone. You can get social media handles appended and learn about the products and brands people endorse. This will give you a good idea of the competition, why they like and use these products/services and how you can sell your USP to them.
- Major social media appending now a reality.
- Track and monitor social interactions.
- Improve brand presence on social platforms.
Appending is an interesting subset of the email marketing landscape. It has become highly important now due to the need to personalize beyond first name basis. Demographic appending gives you a seemingly endless reserve of information that can allow you to send out email and marketing messages that your prospects cannot say no to. Customers appreciate personal interactions with brands and when you already know and understand what they are looking for, the chances of acquiring a lifelong fan are extremely high.
Use demographic inputs to better your marketing messages. It gives your content writers a lot more leverage and juice to churn out mind-blowing creative ideas. It is the fuel that can propel your business to higher levels.