Harnessing Customer Data for Powerful Campaigns Across Your Owned Marketing Channels

What’s a brand without its customers?

To build lasting connections, you need reliable ways to reach them—that’s where owned marketing channels like email, SMS, and direct mail come in. These channels give you direct access to your audience, offering more control and deeper personalization than paid ads on third-party platforms.

But their true power lies in pairing them with actionable customer insights.

What insights should you leverage?

Where can you get said insights?

And how can you ensure your campaigns speak to the right audience?

With PostPilot’s robust dataset, brands now have access to rich, validated information on the majority of U.S. households—all for free.

Data-Driven Marketing—How to Get Audience Insights To Start

PostPilot provides access to one of the most comprehensive data sets available for U.S. consumers. How? 

Meticulously gathering data through years of partnership with top third-party providers and validating it with thousands of tests.

PostPilot’s in-house data science team ensures that this data is not only accurate but also highly actionable for marketers. From demographic information to life events and interests—these insights are the foundation for highly targeted, relevant campaigns across all owned marketing channels.

Data comes in all shapes and sizes. Here are some of the types of data available:

• Demographics: Understand customers’ location, age, household composition, income level, and more.
• Buying behavior: See what people purchase, how they use their spending power, and even average order value across various retailers.
• Life events: Tailor campaigns based on major life moments like moving, new parenthood, or college send-offs.
• Interests: Reach customers based on hobbies and interests like sports, travel, and reading.

Campaign Ideas Based on Demographic Data

Demographics provide essential details about customers, offering a solid foundation for direct mail personalization—so why not use them to build a stellar ecommerce campaign? They provide valuable insight into your customer’s backgrounds, lifestyles, and financial capacities. 

Here are some campaign ideas that come from leveraging these insights:

• Localizing content by location: Launch geo-targeted offers for customers in specific regions, such as in-store events or regional products. A personalized email campaign could invite local customers to a VIP event or offer promotions based on climate-specific needs.
• Family and household insights: Target households with children using family-oriented offers. This direct mail strategy could highlight kid-friendly products or family packages that meet household needs.
• Income and net worth targeting: Differentiate product recommendations for higher-income customers with exclusive offers or bundles while offering budget-friendly bundles to cost-conscious households.

Behavioral Data to Boost Campaign Relevance

Beyond data telling who customers are, data can also show you how customers act. 

Behavioral data reveals customer preferences and purchasing patterns, helping brands tailor campaigns to match customer buying behavior. Here are a few key insights you can get:

• Spending power and preferences: Send tailored offers based on customers’ spending habits, like luxury items for high-AOV customers or loyalty rewards for frequent shoppers.
• Buying history: Target customers based on recent purchases, creating follow-up campaigns that suggest complementary products.
• Loyalty program offers: Create exclusive campaigns for loyal customers, using behavioral insights to offer rewards or early access to new products.

Life Event Data: Campaigns that Speak to Personal Milestones

Customer insights go beyond just the numbers. Knowing your customers means also understanding the important life events that you can help be a part of. 

Life events provide unique opportunities to connect with customers during significant transitions and milestones.

• Celebrating major life events: Offer milestone-specific products, like baby bundles for new parents or home goods for recent movers. Brands can send a direct mail package welcoming new homeowners with home essentials or local service discounts.
• Seasonal milestones: Target families with back-to-school promotions or dorm essentials for college-bound students.
• Event-based targeting: Craft campaigns around notable life stages, such as first-time homeowners or parents with children nearing graduation.

Crafting Campaigns Around Customer Interests

Your customers have character; they’re more than a measurable KPI target. Tapping into consumer insights by addressing their passions is a great way to connect with your customers and audience targeting. 

Interest-based data allows brands to tailor campaigns to specific hobbies and preferences, adding an extra layer of relevance.

• Hobbies and passions: Use direct mail segmentation to segment customers by known interests (e.g., fitness, travel, pets) and create highly targeted campaigns that resonate.

The Value of Benchmarks for Campaign Optimization

It’s important to keep track of your campaigns. Setting a benchmark for campaign optimizations is a great way to evaluate how well your campaign does what you want it to do. 

On the flip side, these benchmarks highlight potential pain points in your campaign and allow you to re-evaluate and adapt for optimal campaign results. 

Lucky for you, PostPilot’s data science team has also developed performance benchmarks across different industries, allowing brands to measure campaign success and refine strategies over time.

• Using industry benchmarks: Benchmarks help brands understand how their campaigns compare to industry standards and where there’s room for improvement. These benchmarks vary depending on the nature of your business, the industry, and your business goals. 
• Continuous improvement: Brands can make data-driven decisions by monitoring key metrics like conversion rates, open rates, and ROI, using benchmarks to adjust future campaigns. 

How to Access These Customer Insights in <24 Hours for Free

Like what you see? It’s never too late to start receiving customer insights that improve the way you speak to your customers. It’s simple:

1. Create a PostPilot account.
2. Connect your Shopify store to your PostPilot account. 
3. Let your data sync.
4. PostPilot AI reports will begin populating— you should be able to access them within a day or so.
5. That’s it.

Yes, that is literally it, and no, there is no catch.

However, if you happen to be interested in adding direct mail to your marketing strategy (and adding 10% to your revenue), read more about PostPilot.