As an advertiser, you probably have a large customer base that has chosen to subscribe to receive emails, alerts, and notifications associated with your brand. Using LiveIntent, you can leverage this information in a few different ways to enhance your email marketing efforts.
1. CRM data for acquiring new customers
– Best for: All advertisers, regardless of list size
– What you need: Email addresses of all of your subscribers
– What you’ll do:
◦ Convert all of your email addresses to MD5 to ensure secure handling of your subscriber base
◦ Upload your data to LiveIntent UI
◦ Set up a campaign and SUPPRESS your data.
– Why this works: By suppressing your subscriber base, your ad will only be shown to people who have not subscribed to your newsletters. This ensures 100% of your impressions will not be served to your most loyal customers, helping you reach and acquire new customers.
2. CRM data for re-engaging customers
– Best for: Advertisers that actively segment their data by customer engagement (loyal customers, inactive customers, etc)
– What you need: Email address for your inactive subscribers/customers
– What you’ll do:
◦ Convert all of your email addresses to MD5 to ensure secure handling of your subscriber base
◦ Upload your data to LiveIntent UI
◦ Set up a campaign and TARGET your data
– Why this works: Through targeting your inactive customers, you can run a campaign specifically to re-engage these customers. To enhance the effect of your re-engagement efforts, you should target these users with incentivizing messaging, like a coupon or discount.
3. CRM data for behavior-specific messaging
– Best for: Advertisers that have demographic data (age, gender, etc) or purchasing data tied to their subscriber lists
– What you need: email addresses for the behavior groups you’d like to target
– What you’ll do:
◦ Separate out all of your email address into the groups you’d like to target (women, men, etc.)
◦ Convert all of your email address to MD5 to ensure secure handling of your subscriber base
◦ Upload your data to LiveIntent UI
◦ Set up a separate campaign for each group you would like to target. Creative should be specific to each group.
– Why this works: If you know some of your subscribers are women, or if you know some of your subscribers’ last three purchases have been shoes, it makes sense to deliver messaging that fits with their interests. By segmenting your data into groups like “women” or “likes shoes”, you’re able to deliver your audience creative that appeals to them, increasing the likelihood of customer engagement
