Blog post By Paula Chiocchi on 2015-04-29
As organizations continue to gather large amounts of their customers’ personal data, some marketers may become punch-drunk with regard to the potential use of that data. They may have visions of constant emails, newsletters, special offers, social media activities, user groups, user reviews –endless possibilities, indeed!
In reality, experienced marketers have learned that bombarding customers and otherwise misusing their customer data is a great way to chase them away. In addition, storing large amounts of sensitive customer data creates a tempting target for cyber-criminals, especially smaller companies who may have less robust security measure in place. As a result, successful marketers today have learned to strike a balance in how they use personal customer data: while it represents a goldmine of opportunities, using it wisely means doing so in a way that only boosts the customer relationship.
Recent reports show that the proper and secure use of customer data can serve to increase their trust, loyalty and respect. A Harris Poll survey in late 2014 found that 67% of U.S. adults would be willing to give companies access to basic personal information in exchange for better service or products. In addition, 44% of consumers felt that in the past 12 months, they’ve received more relevant offers by sharing more personal data with companies they typically buy from.
Looking at it from another perspective, another recent report reveals that 61% of respondents said they would avoid making purchases from a brand that sends promotions which fail to recognize previous offers or previously submitted information. This demonstrates that customers will not hesitate to punish a brand that misuses, wastes or botches data previously gathered.
So what should marketers do to ensure they are using their customer data responsibly? Here are 5 essential steps to guide you:
Using customer data responsibly entails personalizing the customer experience and anticipating customers’ needs based on provided information or previous transactions. In the end, marketers who are unsure of what constitutes “responsible use of data” should ask themselves the question, “Will this action directly benefit the customer relationship?” If the answer is unclear or, worse, “no,” that’s a good indication that the move is a wrong one and should be changed.
Responsible use of customer data starts with making sure your data is accurate. That’s why, at BizFACTZ, we stand by our data quality guarantee, meaning you’ll be able to reach your targeted contacts the first time and every time. BizFACTZ marketing data takes the hassle out of email list growth, and allows you to expand the reach and success of your campaigns. Click here to register on our site and use the offer code “INTRO” at checkout to receive a 20% discount on your first order
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.