How to capture clean data for eMarketing
Suppose you’re looking for information on the Internet and come across an interesting website.
There's an offer of a brochure and you'd like to read it. You click on the link . and are suddenly
confronted with a form that asks you to fill out twenty fields. What happens when twelve of those fields
are labelled "obligatory"? How many of those fields will you fill out correctly?
The company that publishes the website is hoping for the ideal result of course. That you provide
all the information they are asking for, and that it’s 100% accurate. But isn’t that rather optimistic?
In the worst case, the website visitor only gives accurate information for the fields which are
genuinely essential to receive the brochure. The rest of the fields they fill with anything they like.
The result? The quality of data capture is poor. The eMarketing database is filled with data of doubtful value. Most of it however is rubbish.
The problem for the eMarketing Professional is not knowing which information is correct and which is
meaningless. Certainly, this is not a good basis for accurate target group segmentation.
A reality check
How many contacts in your eMarketing database have given their telephone number as "123456789"?
How many text fields contain "asdf"?
Both are indicators that your website visitors don’t want to give you this information.
Perhaps the website visitor feels your web forms are asking for information that is not strictly
relevant to the offer. Or the benefits of providing the information have not been fully explained
to the website visitor.
Success by design
To succeed with data capture through interactive web pages, the designer of eMarketing campaigns has
to take a completely different starting point.
Instead of asking for information because they want it, the designer has to to put themselves in the
position of the website visitor.
In short: to avoid having your database filled with meaningless rubbish, only ask for information when
it is in the contact’s own interest to provide that information.
To find out more about Ansaco’s expertise in eMarketing campaign design, please email:
eMarketer@ansaco.de or phone us at: +49 6221 6568 475.
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Customers
Organisations that we have supported with our eMarketing experience and insights include:
Deutsche Investment Trust, Dun & Bradstreet Germany, Field Fisher Waterhouse, Miltenyi Biotech, Pivotal Corporation, SAP AG.
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