Improve e-mail marketing with universal profile management

Share this content:

A more modern, customer-friendly approach to e-mail marketing focused on message relevance is yielding great results. However, gathering and combining all of the useful bits of marketing data used to develop marketing segments and strategies is a difficult process. Direct digital marketing software has evolved rapidly, and marketers should demand their e-mail marketing platform contain a universal profile management system.

A universal profile management system is simple: It gathers and stores multiple data points vital for successful e-mail marketing. First, through a secure Web service API, it stores known customer information like past purchase history, enterprise customer data, and answers to forms or surveys.

Second, with a tracking snippet similar to Web analytics software, it captures essential behavioral data points like keyword search activity, online advertising interaction, and Web site, e-mail, and mobile marketing activity. Combining this data creates segmentation opportunities, along with two other primary benefits.

The first benefit is efficiency for direct digital marketing communications. Because the universal profile management system exists within the e-mail marketing platform, the two weeks it may take to set up a simple triggered e-mail program that requires a complex segmentation takes just minutes. Usually, the e-mail marketing manager must locate the different databases with the right data points, and then import it into one system to build the segment. That scenario also assumes each database owner readily complies with a data request. With a universal profile management system, that data is all stored and captured in one system, in real time. The closer the data and the e-mail content are to each other, the more efficient the e-mail marketing becomes.

The second benefit is greatly enhanced message relevance. Knowing a customer recently purchased a product means they could be suppressed from the next e-mail about that product or dynamically offered a complementary product. Relevance also goes beyond content to include timing. A universal profile management system provides insight into timing and your recipient.

Universal profile management does not exist to replace Web analytics. While analytics help decipher customer insights and forecast, a universal profile management system is necessary to build the tactical tools that meet and exceed e-mail metrics.

While it is easy to decide to add triggered, event based e-mail marketing into a direct digital marketing strategy, it is important to invest resources in the data environment and the e-mail environment. E-mail strategy must be shaken up to stay relevant.

Brian Deagan is CEO of Knotice. Reach him at

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above