AUDIENCE ANALYSIS FOR CRM AND EMAIL: HOW TO UNDERSTAND PEOPLE WELL ENOUGH TO SEND THE RIGHT MESSAGE AT THE RIGHT TIME

Summary from the TLDR Marketing newsletter

Effective CRM marketing starts with understanding what people need when you contact them, not just who they are or what triggered an email. Track opt-in type and relationship stage in your CRM to distinguish intentional subscribers from people who signed up for a download or were added to a list. Analyze customer motivations and emotions around key triggers, collect the language they use to describe their needs, and review their email history to spot irrelevant or repetitive messages. Turn these insights into CRM properties and workflow rules that inform messaging at every stage of the relationship. Measure success through engagement by opt-in type, conversions by intent level, and fewer emails per conversion.