16 January 2020
  • 1 Making the most of data - minubo and ROQQIO show how
  • 2 Which data for e-mail marketing?
  • 3 The Conclusion

Making the most of data - minubo and ROQQIO show how

E-mail marketing continues to be one of the strongest sales channels with high sales potential. For a long time, it was assumed that social media would compete with newsletters, but today things are different. Compared to social media, newsletters end up directly in the mailbox of the selected addressees. This makes it a reliable source of revenue and, when used correctly, strengthens the brand image. Many companies do not sufficiently exploit the value of their data and send out newsletters according to the watering can principle. This results in a high spray loss, which means that valuable turnover is lost.

The Business Intelligence solution minubo and ROQQIO Commerce Solutions pursue a common goal: To support brand, trade and industrial companies in their current challenges. minubo is a valuable addition to the ROQQIO product landscape and companies benefit from the synergy effects of both companies. Especially when it comes to increasing sales in e-mail marketing, this can be used profitably through targeted data evaluation.

In times of digital solutions, e-mail marketing plays an important role as a powerful tool for communication. “The right time, the right communication and via the right channel" only works if you know your customers and their behaviour through good data analysis.

For an effective strategy and a targeted customer approach, marketers primarily need valuable data.

Which data for e-mail marketing?

All relevant omnichannel data are required. Based on a comprehensive database, minubo integrates ROQQIO data, e.g. with transaction, customer and journey data from CRM, shop system and web tracking in a best practice commerce data model. Via the minubo Intelligence Suite the data is then exported to third party systems (e.g. e-mail marketing or recommendation engines). The data usually includes information about the customer (e.g. prepared customer master data), contact and transaction history (e.g. returns history) and calculated key figures (e.g. customer lifetime value).

In minubo, marketers create their own, flexible segmentations for customers and draw comparisons within different groups. With the help of these customer segments, intelligent automation can be planned for precise e-mail campaigns. This enables CRM and marketing teams to address customers specifically and with relevant content. Two best-practice approaches show what this looks like in practice.

Best practice 1: Personalisation is the key

Let's imagine a customer buys a Playstation. The assumption is that he or she will be interested in games afterwards. This can be verified within seconds through a shopping basket analysis of the data evaluation. For new input on games, the right offer at the right time is an essential part of a newsletter. Ideally individual and tailored to the person’s interests and personal favourite genre such as adventure, sports or strategy. This increases the probability of a follow-up purchase.

Which products do customers like? What did he or she buy last and are there any other products from the portfolio that might be of interest? All this customer data is available from different channels bundled through the Business Intelligence solution minubo. There, different groups can be additionally segmented via data evaluation. Relevant product suggestions can be included in personalised e-mail communication, which are more likely to lead to repeat purchases. The optimisation of the e-mail marketing strategy thus helps to exploit the purchasing potential of existing customers. Intelligent e-mail campaigns play a major role, especially in preventing migration and reactivation.

Best practice 2:  Individual customer recovery instead of "one fits all"

A reactivation campaign starts by segmenting customers who have not purchased for a long time. For this purpose, the "normal" purchasing rhythm must first be determined. Do customers only buy once a year because it is a very special product? Then a reactivation could begin after a period of several years. If a customer buys several times a year, as is usual in the fashion industry, this time window can be reduced to a few months. In this example, the marketing employee in minubo additionally subdivides the customers further into product groups (for example, outerwear, shoes or trousers). These intelligent customer segments can be automatically integrated into e-mail and campaign management tools and thus enable targeted and personalised customer contact, for example via e-mail.

Not long ago, implementing such campaigns required manual labour. Modern software for data evaluation saves time in this respect and lends support to making the right decisions: which message, at what time, via which channel. The basis of all these measures is, as mentioned above, a uniform and above all holistic omnichannel database.

minubo combines the data of all channels – including all data from ROQQIO solutions. These are linked together in a data model that has been perfected over many years to meet the needs of retail. In this way, the customer lifetime value can be increased sustainably and the business result maximized. Sales can thus be increased through cross-channel communication between the shop, online shop and e-mail marketing.

So far so good! The relevant data is provided and the targeted campaigns are executed. The question is: How do you know how successful they were? Although the results can be displayed in many marketing tools, the "end-to-end" view is often missing. Data analyses are limited to the one-dimensional marketing perspective of the respective medium. A tool is needed that links customer data with contact points and transactional data. Furthermore, it provides a holistic picture and thus enables comprehensive analyses.

Using a wide range of analytics tools such as management reporting, a web pivot for ad hoc analyses at raw data level, feeds to e-mail marketing systems or mobile in-store reporting, minubo guarantees the full evaluability of the collected data as well as its full strategic and operational usability. Measurement of campaign successes down to the contribution margin level for maximum utilisation of the marketing budget are feasible. Instead of "one-dimensional" evaluations of individual marketing activities, transaction data is linked here in conjunction with customer and campaign data in one system. This helps to shed light on the complexity of the digital customer journey.

The Conclusion

Competitive pressure in the retail sector is on the increase. The battle for access to every single customer and the perfect customer approach are what dominate. In order to fully exploit the potential of the e-mail marketing channel, the shift away from mass mailing to strategic e-mail marketing must take place. One prerequisite for this is access to a holistic omnichannel database. On the other hand, the intelligent handling of data evaluation forms an important basis. minubo and ROQQIO support you in this.

Profile image Lennard Stoever

Lennard Stoever

Lennard Stoever is CEO and Co-Founder of minubo GmbH, which develops and distributes an Enterprise Business Intelligence solution for commerce companies (B2C and B2B). He looks back on 10 years of professional experience in the BI environment.

  • 1 Making the most of data - minubo and ROQQIO show how
  • 2 Which data for e-mail marketing?
  • 3 The Conclusion
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