Take a look at your email database. You have their full name and email address, but do you know what your customers are actually interested in? What makes them engage? Knowing the basics is a start, but it rarely gives you enough to communicate in a way that feels personal.
Your customers share a lot of information publicly on the internet. That activity, the pages they follow, the topics they engage with, the profiles they maintain, paints a clearer picture of who they are and what they care about. Accessing publicly available information of this kind is perfectly legal.
TouchBasePro's profile enrichment tool takes a customer's email address and finds the additional information they have made public online. That can include social network interests and affinities, job titles, location, gender, education history, and more.
To show what this looks like in practice, we ran profile enrichment on Greg, our CEO, using our own tool.
Why would you need all this additional information about your customers?
The more you know about a customer, the better you can serve them. Richer profiles mean you can tailor your content to speak to people on a personal level rather than broadcasting the same message to everyone. You can group customers with similar characteristics, build out distinct customer segments, and shape your offering around what each segment actually needs.
That kind of personalisation is not just good for engagement rates. It builds a relationship over time, one where customers feel understood rather than marketed at.
If you want to find out how profile enrichment could work for your database, get in touch:
Des Brown
des@touchbasepro.com
011 447 9716 (ext 921)
Business Development Manager
Frequently asked questions
- What is profile enrichment in email marketing?
- Profile enrichment is the process of taking a customer's email address and matching it to publicly available data, such as social interests, job title, location, and education history. The result is a richer customer profile that supports better segmentation and more personalised communication.
- Is it legal to enrich customer profiles using public data?
- Yes, provided the information is genuinely in the public domain. TouchBasePro's enrichment tool only pulls data that customers have made publicly available online.
- How does better customer profiling improve marketing results?
- When you know more about your customers, you can group them into meaningful segments and send content that is relevant to each group. That relevance tends to improve open rates, click-through rates, and overall engagement.