Effective e-commerce marketing with data

Taking advantage of Sanoma’s data partnerships while utilising your customer data will accelerate e-commerce customer loyalty and sales growth. E-commerce Marketing Strategist Mia Lähdesalmi and Data’s Business Manager Veli-Matti Nurmela explain how you should use your data.

Read the summary:

• Customer loyalty: In an online shop, customer loyalty comes from inspiring, personally tailored experiences based on trust and smooth service.
• Benefits of Sanoma’s data partnerships: Personalised customer experiences, far-reaching messages and effective audience analytics reinforce customer preference, and guide purchasing decisions. This is how you drive conversions and build long-term customer relationships.
• Loyalty programmes: Qualitative and quantitative data collection through loyalty programmes is key to understanding the customer experience – genuine value is created when data drives tangible actions such as personalised benefits and rewards.
• Customer lifecycle value: Utilising your customer data will help focus your marketing efforts on the most productive customers and expand your target group to new customers that resemble the best customers today.
• Sanoma’s channels: Sanoma’s channels help reach app users who have not given their consent for notifications or newsletters. Targeted advertising in different channels ensures that customers are reached effectively.

In an online shop, customer loyalty comes from offering the customer inspiring, personally tailored experiences based on trust and smooth service. You will succeed in this by using your customer data efficiently – and tracking loyalty trends with the right metrics. For example, the preference percentage – that is, how many customers choose your brand instead of a competitor’s – is a key indicator in monitoring customer loyalty. Sanoma’s data partnerships support the growth of this metric by providing timely messages, repetitive visibility and continuous interaction – elements that strengthen engagement with your online shop. This strengthens customer preference and keeps your brand top-of-mind exactly when the purchase decision is being made.

Target accurately and efficiently with Sanoma’s data partnership

Sanoma’s Custom Audiences service takes the utilisation of customer data to an efficient level. With the help of the service, you can reach those customers in Sanoma’s extensive digital network who are interested in your products or services,, or who have already purchased them. You can also expand your audience with look-a-like audiences that resemble your best customers and are ready to buy.

For example, in a campaign targeted at one of our partners’ current customers, just under 10% of the clicks came from their existing audience, but almost 60% of campaign conversions came from these clicks. This shows how effective it is to reach the right audiences at the right time.

Sanoma’s data partnerships enable more accurate analysis of customer behaviour, allowing you to create more relevant and attractive offers for your customers. 

The power of your data in increasing customer loyalty – leverage AI, personalisation and customer feedback

Using your customer data actively is an effective way to improve customer loyalty. AI helps you analyse both purchasing behaviour and zero-party data provided by the customer, such as survey responses and product reviews. By using this data, it is possible to personalise offers more accurately and target rucksacks or other hiking products at people who bought hiking shoes, for example. This increases customer value and encourages the customer to come back and continue shopping.

By collecting and utilising both quantitative and qualitative data through a loyalty programme, it is possible to continuously develop the customer experience. Benefits, messages and rewards tailored based on data increase customer engagement – that is, a customer engagement metric that describes customer activity such as the use of points and responding to messages. When a customer feels they are getting value, their interaction with your online shop increases. You can also use your data to continuously develop marketing strategies according to the behaviour of the customer base, creating a potential cycle for customer loyalty and conversion growth.

Tip: Take advantage of Sanoma’s channels to reach users of your mobile app

It can be particularly difficult to engage users of your online shop app who have not given their consent to notifications or newsletters. Sometimes, customers have done this unknowingly and would actually like to interact with your online shop. This is where you can turn to Sanoma’s channels for help. 

By leveraging Sanoma’s data partnership, you can reach this group in a targeted way through various channels such as banner advertising or videos. For example, your ad can appear to your customer as a 30-second video during the ad break for The Voice of Finland. This ensures that you reach your customers even if they have not consented to newsletters or notifications – you can still reach them in Sanoma’s channels. 

Invest in the most productive customers and expand your customer base 

If you are already monitoring your customer’s value over the entire customer lifecycle – Customer Lifetime Value (CLV) – utilising your customer data will help you focus your marketing efforts on the most productive customers or highlight those efforts for them. For example, if 20% of your customers generate 80% of your revenue, it pays to invest more in these profitable customers. At the same time, AI and audience analytics can help you expand your target audience to new customers that are best aligned with your existing best customers. This gives you the opportunity to achieve higher conversions and grow your business.

Get more effective campaigns, better coverage and customer loyalty with Sanoma

In a successful online shop, the utilisation of customer data is already self-evident, but to get the most out of it, you need smart tools and skilled partners. Sanoma’s data partnerships enable precisely targeted campaigns based on real-time customer behaviour. You will get a genuine boost in coverage – you can reach even the customers your channels do not reach. In addition, there is no need to constantly reinvent the message: unlike newsletters or notifications, you can repeat the same content effectively without it seeming distracting – you will get more repetition with less effort and expenses. 

These factors together are what keep your brand top-of-mind. When it is time to make the purchase, the customer knows to go directly to your online shop instead of Googling. When your online shop remains visible and relevant throughout the customer journey, you generate not only one-time sales but also long-term customer loyalty, which can increase customer preference for your shop.

Contact us and take your business to the next level with Sanoma’s data partnership!

Sanoma’s Marketing Strategist Mia Lähdesalmi worked for five years on a global e-commerce marketing strategy in Zalando’s large markets in Central and Southern Europe. Data’s Business Manager Veli-Matti Nurmela is responsible for Sanoma’s targeting data business. He has over 10 years of experience in digital advertising and data.