Why smart marketers integrate data mining

A growing database is a key factor in getting more ROI from your email marketing. It lets you build reach and it increases the return on A/B tests or multivariate tests. But often marketers struggle to build a database, even though they have the basics installed, like a newsletter sign-up. But do you want to really excel in the growth of your email database? Then it's best to integrate data mining into your strategy, and even make it a core component in your digital marketing strategy.

First of all you have to understand the difference between new subscriber rate and list growth, which we talked about in one of our previous posts (it's right here). So integrating data mining in your email strategy will mainly focus list growth. But what does 'integrating with your digital marketing' mean exactly? Well, simply put, it implies that you define all elements of your strategy (email, social, website, SEO, campaigns, bannering, …), and you add to each component an extra layer, for which you ask yourself: “how can I use this channel to grow my database?”.

Some examples!

Website: this is the most commonly used. You add forms or a newsletter sign-up wherever you promote your emails. In a next step you can offer free tools, audits, whitepapers, that your visitors can download in exchange for their data.

Campaigning: Most brands regularly build digital campaigns. Often they have an activation mechanism where they build traffic to a landing page, where the campaign is located. The key is to consistently add data mining to this landing page, and convert visitors to data.

SEO/SEM: you can track which keywords visitors use to find you. Use these keywords as a CTA for sign-up. So, if I were to type ‘email marketing tips' as a search term in Google, your sign-up offer could be: Weekly email marketing tip. In some cases you can also directly implement a form into a display ad. Just have a look at Google's PPC ad extension.

Social: you can use Facebook sign-up pages or use Twitter cards to build your database. Also add a data mining layer to social media campaigns. But don't overdo it, not every post needs a link to a sign-up page…

Mobile: Mobile sites and campaigns differ from their desktop counterparts in design and content volume. But don't save on sign-up pages for mobile. Make sure they are flawlessly designed into the mobile design. Mobile forms that jump up and down if you enter data are a definite no-go.


Define the components of your digital marketing strategy, and integrate a solution that helps you consistently mine data. Set your own targets on the amount of new data you would like to build, so you have an actionable KPI to work with.

Posted on
Aug 28, 2014