Updating and Expanding Profile Data
Veröffentlicht am 28 October 2016 | von Sebastian Pieper0
Comprehensive user profiles are essential in marketing. However, the information is often obsolete or not complete. Automate your data updates and completion by asking the customer in the email series to check his profile data.
A lot of data can only be updated or completed by the customer himself. For this reason, it is important to actively include him into the data cleansing process. This can easily be managed through an automated mailing series which adapts to certain actions and responds to the customer depending on his behaviour.
Keep Profile Data Up To Date Through Automation
With a marketing automation mailing series you can ask for an update of the data in certain intervals and directly analyse whether the current data is sufficient for your business targets or whether the data will need to be updated or completed.
Lower the barrier for the input of personal data from the start by dividing the registration process into a number of steps and build up the user profile little by little. One option to systematically request data step by step is Progressive Profiling. Ideally, every sent email also includes a link to Self-service so that the user himself can edit his profile.
Data Protection Is Vital
Capturing personal user data is a sensitive issue. You should therefore clearly refer to the data privacy statement and highlight the essential trust-building elements (e.g. “Your data will not be passed on to third parties.”). (link to data privacy statement) This can lead to more trust by the customer especially when requesting data and therefore increases the willingness to provide data.
Constructing the Series According to Your Own Requirements
The order of the requested data should be prioritised according to the importance for optimisation of the marketing measures. However, if a user does not complete a specific field even after several requests, this should be skipped and you should skip to the next field. In every interaction, check whether the captured data is sufficient and integrate the data update in all suitable contexts, such as purchase process or competitions. Check in real-time when a customer clicks on a link (e.g. on an interesting link in the newsletter) whether the data needs to be competed and you need to insert a form for profile completion prior to displaying the next page.
An Application Case for Profile Data
For example, a user is asked in a registration form to enter the most essential information: title, name, first name, email. This is enough for a basic profile and the opt-in for email communication. Here, the customer is asked again to confirm that he really wants to receive email from you. Simultaneously, the address can be verified. In the next step of the form, the customer is asked for more details and other relevant information, e.g. city, date of birth, interests, or in B2B, company, position and telephone number. If the user aborts the entries or does not complete all fields, you can check after one week whether the data is sufficient (e.g. if all obligatory fields have been completed). If this is not the case, the user will receive a reminder email asking him to complete his profile. If he does not respond to this email, you can set a flexible period of time to wait until you wish to contact the customer again via email and ask him to complete his profile data. The cycle can begin over and over again. 180 days after the last update, you can ask for a general update – independent from the completion level of his profile.
The essential data for this deployment scenario are the form integration (completed level) as well as the score for the data coverage and possibly the version number of the data privacy statement.