How To Use Data To Bolster Email Marketing Campaigns

With more than 280B emails sent every day, how will you ensure that potential customers open and read yours? 

It’s true emails provide one of the best ROI (return-on-investments); however, not unless they reach the targeted audience. After all, what good is an email marketing campaign if it doesn’t provide desired results? 

Are you looking for an effective way to drive successful email campaigns? If so, utilize consumer data! 

You could easily send relevant and timely emails and newsletters through segmentation, personalization, and automation using customer data. 

In addition, you can utilize email marketing services to enhance the process and grow your business. So, without further ado, let’s delve into ways you could use data to drive improved email marketing.

Why Do Email Marketing Analytics Matter?  

According to one report, email marketing is 40-times more effective and successful than Twitter and Facebook in helping businesses acquire more customers. 

Collecting various email marketing data is helpful as it assists you in answering some of the following queries:

• Where did buyers hear about your business or brand?
• Did users receive your newsletters or other emails?
• Do consumers find emails engaging enough to read?
• Why do email un-subscriptions increase?
• Have you missed anything in the emails, such as unclear subject lines, broken links, etc.? 

Addressing these queries will help marketers and businesses effectively know hidden opportunities, boost performance, and make customers increasingly happier. 

When you identify the pressing bottlenecks and adopt measures to solve them, here is what you can expect:

• Reduced costs
• Increased sales 
• Optimized decision-making processes

Now that you know why email marketing analytics matter, let’s dive into some of the different types of customer data available:

User Data Types

Different types of customer data could be utilized to make email marketing campaigns more effective and successful. 

Want to know which data type is perfect for your email campaigns? Let’s’ find out:

Behavioral Data

It’s vital to know your targeted audiences’ interests to run an efficient email marketing campaign.

And what better way to know than behavioral data. You can easily collect this form of data from emails that recipients open against emails they don’t. 

Apart from that, you can also gather behavioral data by examining cart abandonment rates. Customers leave products in carts for several reasons, including:

• Hidden tax charges
• Shipping charges
• Slow navigation

Marketers and businesses can utilize it to send users similar products or customized discount offers.  

Demographic Data

Demographic data involves some basic information about your targeted group, such as gender, location, age, etc. 

You can collect demographic data easily from the data they provide during signup. Additionally, this information is reliable and consistent.  

You can employ them in various email strategies like customization of emails, etc. For example, you can approach recipients directly by using their names in subject lines and introductions of emails. 

This way, you can catch readers’ attention and enhance email-open rates by a massive 203%. Moreover, you can do this using a reliable and experienced email marketing service that helps perform effective email campaigns.  

Moreover, demographic data could also be employed in the segmentation of email lists as well. 

Transactional Data

Transactional data includes a range of things: 

• Purchased items
• Date of purchase
• Number of previous purchases
• Order value
• Purchase history
• Total amount spent so far

These details provide you with an extensive insight into various consumers’ activities. For instance, you can view who has bought which product the most. 

Plus, you can also import transactional data into an email service provider (ESP) to utilize it for improving email marketing strategies. 

Customer Preferences

This data form is dynamic; it changes after a while. Preferential data can even become insignificant over time. 

It involves your consumer’s ideal products, size, services, category, or brands at a particular time. 

4 Easy Ways Businesses Can Utilize Data Analytics For Building Improved Email Marketing Strategies

Here are a few efficient ways to utilize data to drive email marketing:

1. Segmentation

You can employ data to segment email lists. This way, you can send customized campaign messages to customers. 

It can generate around 58% of overall revenue. Yet, despite this, 42% of businesses don’t utilize this strategy.

You can employ email marketing platforms to use segmentation and build efficient email campaigns. 

For example, apart from classifying email lists by demographic, transactional, and preferential data, you could specifically choose one form of data to improve your targeting. 

2. Personalization

Personalization emails prompt six-time greater transaction rates. Yet, even though the strategy is highly effective, many marketers still don’t use it. 

You can utilize data to send customers customized emails and messages. In addition, you can send discount offers to loyal customers and email them services or products as per their preferences. 

3. Timeliness

Here’s the thing: sending perfect emails at bad times can take out the efficacy of your company’s email campaigns. 

No matter how much effort you’ve put into it, the reader will ignore them easily, provided you send them at the wrong time. You can deduce the appropriate time of the email based on your newsletter goals. 

4. Automation

Automation is possible only due to data analytics. How will you segment your targeted groups to send them customized emails automatically without knowing what the customers are interested in? 

Without essential data on your audience, you would have the email automation tool, but you won’t know how to make the most of it. You will also be clueless about the proper timings to deliver emails to customers. 

Wrapping Up

Like many other technologies, email marketing also progresses with time. Today, you have options to personalize and automate email marketing campaigns which weren’t possible before. 

That’s why you should adapt to new practices and remain relevant. 

With the help of data analytics, you’ll always remain updated with customers’ interests, emerging trends, and aspects that can assist you in optimizing email marketing campaigns.