Data is a popular marketing topic, for good reason. Data-driven strategies are a direct corollary to business growth, and that won’t change anytime soon. In fact, it will only become more essential that companies adopt data optimization at their core. Data should shape every aspect of marketing strategy and decision making, including email.
It’s easy for companies to send regular emails to leads, but subscription lists typically hold vast amounts of untapped data. Examining that data and applying the results to your email marketing strategy will increase engagement and your return on email investment.
Many marketers use some form of data to shape email strategy, but it’s critical to ask this question: has your information become stagnant? Data is a living, changing element. It must be constantly studied and used to tweak your approach accordingly.
Access to a lead’s email address gives a company the opportunity to add layers of data about that person. Though this kind of progressive profiling is often neglected, it is crucial to optimizing email’s power. Track responses to email messages to determine habits and preferences, and use this information to develop content that resonates. By paying attention to these layers of data, you will form more complete profiles of your prospects and become more equipped to guide them to conversion.
To make the most of segmentation, study the cross-channel behavior of leads who have subscribed to email. With a good email service provider, you’ll be able to track preferences along with who looks at your website, blog, social channel or products. Next, create segments based on preference to give leads what they really want in their inbox. Connecting with segments of your list based on demographics, location and needs keeps your message as relevant as possible to any particular group.
Finally, develop a series of behavior-based emails to connect with customers in a personal way. In the B2C world, this often means emailing leads when they’ve left an item in their online shopping cart. B2B marketers can connect with buyers who have spent time with their product videos, testimonials and more, depending on the company. In any situation, marketers can find a way to provide the next piece of the puzzle and guide prospects to the next level: conversion.
How does your company apply data to email marketing?
Image via (cc) Dan Taylor
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