eKnow drives efficiencies in email marketing

Targeting company Caspian Partnership has launched an e-communications insight tool eKnow to help e-marketers apply data management and analytical techniques.

The eKnow tool helps e-marketers maximise the potential of online communications in order to extend customer relationships, acquire new customers and drive further revenue.

eKnow encourages online companies to go back to basics and look at applying the traditional DM principles in an online environment before developing e-communications activity such as email marketing campaigns.

Before commencing with any e-communications programme it's important to understand the customer's experience and needs, which are essential to developing profitable customer relationships and improved ROI.

Capitalising on historical transactional data, such as shopping basket analysis, customer lifetime value and market research; eKnow will determine segmentation and targeting of customers to identify their key drivers.

eKnow will get you to think about the answers to several questions such as: What communication drove customers to your landing page on the website? Did they eventually buy? At what point were they lost? By adding insight into how different types of customers behave, react, respond and buy, this will give online companies the opportunity to optimise marketing communications to do further business and increase loyalty through channels, which include e-marketing, promotions and advertising.

The marketing tool highlights the seven key elements to be achieved through applying Caspian's proven data management and analytical techniques.

This includes qualification, customer acquisition, retention, loyalty, modeling, reactivation and measurement.

In addition, eKnow has the capability to deliver insight into product performance, promotions and online advertising, thus demonstrating the true cost to customer relationships of being out of stock and applying customers' purchase decision criteria to maximise profitability.

Michael Collins, Data Strategy Consultant at Caspian Partnership, said: "E-communications offers e-marketers huge benefits over traditional marketing channels, so Caspian is delighted to be able to offer a marketing tool that will quantify a customer's current and long-term value to the brand, help e-marketers to identify niche customer segments as well as give a greater understanding of product-purchasing habits providing potential for improved communications.

"Ultimately, we are looking to help online companies enhance the customer's experience of the brand, thus those customers that feel valued will likely spend more and be increasingly loyal".

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