Using owned assets to enhance your marketing

Have you heard about third‑party cookies, and how Google planned to disable them in its Chrome browser — impacting marketers' ability to reach the right audience with ads? If you'd like to understand the situation better, you might enjoy the Contactpoint post “Zero Party Data instead of 3rd Party Cookies”.

The end of third‑party cookies

The cookie change is forcing marketers to work harder on growing their own databases, so they can use what's referred to as “owned assets” for their marketing, rather than relying on ad platforms to find relevant audiences for them.

eNudge has always relied on owned assets. To comply with the Spam Act you must grow your own database, getting consent to email or SMS your customers as you do — and of course you need a list of people to communicate with in the first place. As your marketing matures and your contact database grows, here are some ways to use your owned customer assets better.

Building interest groups

Using categories within eNudge is a very easy way to create groups of customers who've made it clear they're interested in a particular topic, product or service. Did you know eNudge lets you quickly add every contact who clicked a particular URL in your email into a selected category? You can also identify your most engaged contacts via the Email Advocates Report, and your contacts can choose their own interests via public categories in the Update Preferences screen.

Customers are increasingly inclined to tell the brands they know and love exactly what they want to hear about, so they receive more personalised content. Don't be afraid to ask your customers to help you understand and serve them better — an email campaign is a great way to do that.

Segmentation

Send different messages to different groups — using the interest groups above, you can tailor messages by sending relevant content to the people who've self‑identified their interest in a topic, sub‑topic, product or service.

When you attach contacts to a campaign, you can use the eNudge multi‑criteria search to extract just the highly relevant ones. For example, attach all contacts located in a particular Australian state, in a particular category, who don't work for a particular company. The possibilities are endless — they just rely on you holding the relevant information in your eNudge contact records. Alternatively, export subsets from your internal customer database and import those into your campaign, or import additional data into eNudge and use its search to help.

Personalisation

Add deeper personalisation into your email and SMS messages. There are 15 custom fields you can use to add unique, organisation‑specific content (along with the standard information you hold about your contacts). If that's not enough, you can add further fields against a specific campaign using the upload‑from‑CSV option when adding contacts.

Programmatic content

Taking personalisation one step further, an eNudge Enterprise licence lets you insert different content into your campaigns on the fly, depending on the value of a contact field. For example, to insert a different offer based on the Australian state your contact is in, eNudge programmatic functionality makes it possible.

If you'd like help enriching your owned assets using eNudge, get in touch and we'll assist.