You already know that email marketing is a key component to keeping clients and customers updated on what’s happening with your business. But are you using data to inform your campaigns?
With the technology available today, you can use information you’ve collected about subscribers and customers to create a more robust email marketing programme.
This information can be used to create list segments and add personalization to emails so that your subscribers get what they need, when they need it. Data-driven marketing, as it’s called, is helping marketers achieve their goals.
Even though some marketers are leveraging data-driven marketing, many still struggle to collect information, and use is strategically. To combat these challenges, Campaign Monitor has created The Eye-Opening Truth About Data-Driven Marketing, an infographic that addresses the problems inherent in data collection.
Taking the first steps
Most likely you already have some data on your customers or email subscribers. If you’ve been emailing a list for any length of time, you should know who opens emails, when they are opened, as well as which links are clicked on. This is a great start to implementing a data-driven strategy, but you’ll likely need more information if you want to create personalized campaigns.
First, you’ll want to take inventory of the data you currently have. Once you know what you’re working with, you can then consider what to do with the data, as well as what additional information you’ll need.
Common uses for data are to create very specific list segments based on things like past purchases, geographic location, type of job, age, or even t-shirt size, depending on what your business is. Then you can use these segments to ensure your subscribers receive the right email information based their interests and even use it to personalize the emails you send.
The infographic has these suggestions for the most effective channels to use to collect data:
You’ll need to select the ones that will work best to get the information you need from your customers. As we noted, setting up data collection and using it in your strategy can be tricky, but 97% of marketers say they’re getting better at it. Stick with your strategy for awhile and you should see rewards in your marketing down the road.
Collecting data to improve your marketing
Collecting data about your customers in the places they’re most likely to interact with your business can make it easier to collect the information you need. And that, in turn, makes it easier to set yourself up to use data-driven marketing effectively.
Having this kind of data about your customers means your email marketing can drive more people to your business and ultimately, more purchases. Using the information found here, you’ll know ahead of time of any challenges that may slow down your plan, helping you reach your email marketing goals.