Your email database is more than just a list of customers to send emails to — it’s a toolbox of advanced marketing capabilities.
A great way to get more marketing power out of your database is to use it for an addressable geofencing campaign, which targets households with advertising messages based on their address. Addressable geofencing is more advanced than traditional geofencing — which delivers once a person’s device enters a particular location — because it combines location and user information, resulting in more personalized ads.
When consumers receive ads that feel customized to their behavior (in this case, their interests and location), they’re more likely to open them and take action.
So how can local businesses harness their email lists to deliver impactful ads to the right consumers in relevant locations? Follow these steps and tips:
Use email database to identify user location and device ID
Before you can send out targeted ads, you need to establish who and where your users are. Their email address offers digital markers, including location and their device IDs, enabling your technology partner to designate locations for ad delivery. When customers opt into your email list, they may also provide important personal information, including age, gender, and address, which helps in targeting. Their device ID also provides essential location information.
Identify target audiences and locations for addressable geofencing campaign
Once you’ve segmented your database, define which users or households are most appropriate for a particular marketing message. For example, an HVAC company may want to target homeowners living in certain neighborhoods with a message about furnace inspections ahead of winter weather.
Personalize your marketing messages
Make the most of your opportunity by crafting customized messages for users and their location. Your campaign message won’t be personalized individually, but you can use the first-party data you have in your email database to include a common pain point for your target audience, perhaps based on the zip code they live in or if they live close to one of your business’s locations.
Stick with consumers across their daily journey
Addressable geofencing technology lets marketers follow customers across multiple environments — home, office, gym — and deliver ads across devices like laptops in the morning, smartphones during the day, and smart speakers at night. By reaching users throughout their day, you can boost brand recognition and drive engagement.
Ready to see how addressable geofencing can help achieve your campaign goals? Or perhaps you want to collect more valuable first-party data for your email database? Federated Media’s marketing specialists can guide you through the process and help dig into data analytics to refine your campaign and help your business achieve your marketing goals.
