Marketing Fun Friday: Using Your POS Data to Improve Email Marketing

Posted by on March 29, 2013 in Marketing, POS Systems [ 0 Comments ]

improve email marketingDoes your business typically silo its data? Do you simply not know the extent of reporting options for your current point of sale system system?

If you aren’t using customer and sales data collected by your POS to improve marketing campaigns, you’re missing out. The data in your POS system can help you segment your audience into narrowly-focused lists and run effective, high-conversion email campaigns. Read on to get started.

Related: Invest in a new POS system, today

Customer Data – Improve Your Targeting

Your POS tracks each customer’s purchase history, demographic information, and payment information. If customers have filled out surveys or signed up for a rewards card, you can collect even more information. This data can be used to identify who your “average” customer is – i.e., your target demographic. When applied to your email marketing campaigns, this data enables you to:

  • Adjust your marketing to focus on current and potential customers who match the description of your target audience. You can, for example, send direct mail to all of your customers, as well as potential customers who fit the profile of your target audience.
  • Fine-tune your marketing campaigns to appeal to specifically focused segments of your target audience, thus increasing the likelihood that those who receive the mailing will respond positively to your appeal. If you run a pet supply store, you could send a mailing targeted to upper-income dog owners who visit your store less than once a month.
  • Identify which segment of your target market is clicking through your emails the most, which ones are making a purchase from the email.

Related: The 3 Most Important Email Marketing Metrics to Follow

Sales Data – Create Timely Campaigns

Your POS tracks inventory as it enters your business through to its final sale, and collates all your information into sales reports.

You can use your these reports to view all of your sales and inventory data: sales volume, sales frequency, revenue, highest and lowest selling product, periods of high and low sales volume (by hour, day, week, etc), and more.  Our Resource Nation Buyer’s Guide adds, “A business can determine which promotions are worthwhile, and plan better for the future.”

  • Your POS sales history will identify which items are the slowest to move through the sales process. Each piece of excess inventory represents a financial investment in your business – one that you can’t recoup if it’s stuck on the shelves. Hold a promotion that encourages sales of your overstock items – using your POS’s customer data, you can direct your emails to precisely those customers most likely to buy.
  • Your sales history and forecasts can tell you ahead of time when you’re going to have a slow sales week – enabling you to create a campaign ahead of time that will increase your sales at just the right time.

Related: POS Trends: What’s New for 2013

By combining your customer and sales data pulled from your POS software, you can create specialized, targeted promotional emails that generate a high volume of sales and conversions. You can create a specific campaign geared towards a segment of your customer base that takes advantage of seasonal sales volume and inventory levels.

As a result of using POS data in your marketing strategy, your email campaigns are more effective and generate a higher ROI than those run just with the data from your marketing silo.


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