Ecommerce marketers face the ongoing challenge of delivering personalized promotions to prospects while also respecting privacy regulations. Fortunately, there are now advanced solutions available that can achieve both objectives effectively, resulting in improved performance for online businesses.
In a recent podcast episode, two industry experts, Sean Larkin and Francesco Gatti, shared insights into their respective platforms that help ecommerce brands enhance their marketing efforts while maintaining consumer privacy. Sean Larkin is the CEO of Fueled, a customer data platform that assists merchants in optimizing their data signals for advertising and marketing platforms like Meta. On the other hand, Francesco Gatti serves as the CEO of Opensend, a platform that provides consumer demographic and behavior data to help brands identify and target potential customers effectively.
One of the key features of Opensend is its ability to track consumers across different devices and browsers. By utilizing a sophisticated consumer graph that stores multiple data points per individual, Opensend can match user signals and behaviors to create a cohesive customer profile. This enables brands to personalize their marketing campaigns and retarget consumers more effectively, leading to higher conversion rates.
Both Fueled and Opensend offer seamless integrations with popular email platforms like Klaviyo, allowing brands to leverage the data collected to trigger automated marketing actions. By combining detailed customer information with targeted advertising on platforms like Meta, brands can enhance their targeting accuracy and improve their return on ad spend.
When considering the implementation of data technologies like Fueled and Opensend, brands should assess their scale and traffic volume to determine the optimal timing for adoption. While smaller businesses may benefit from free integrations with platforms like Meta and Google initially, larger enterprises with substantial ad spend and traffic volume can maximize the advantages of advanced data solutions like Fueled and Opensend.
In terms of email marketing strategies, Opensend recommends removing unresponsive subscribers after a series of unsuccessful engagement attempts. By refining targeting and segmentation based on customer intent, brands can avoid oversaturating their audience with discounts and promotions, ultimately improving the overall effectiveness of their marketing campaigns.
To learn more about Fueled and Opensend, visit their respective websites at fueled.io and opensend.com. You can also connect with Sean Larkin and Francesco Gatti on LinkedIn for further insights and updates on their innovative solutions for ecommerce marketers.