How To Amp Up Your Email Campaigns Using Data

You understand that, as a marketer, it is crucial to use data to drive your email marketing campaigns. Marketers can gain significant insights into audience preferences and behavior by analyzing data collected through multiple channels. Your responsibility is to examine your campaigns’ successes and failures so that you can improve them.


Many email marketing service providers have analytics dashboards displaying a pool of performance data. Successful businesses need data-driven email strategies that yield results and generate ROI. A study found that, when it comes to sales growth, companies that use data to create successful campaigns outperform their rivals by 85% (source).


This article points out how to execute your data-driven email marketing campaigns.


Email Marketing Data You Need To Succeed


Before anything else, marketers need to decide which metrics deserve great attention to enhance their email marketing campaign.


As a result of the oversupply of metrics and data, they focus on ground measures such as open rates and CTR, which could be better. How do you know, for instance, that CTR is the measure you need to raise? But, most importantly, how does it contribute to the effectiveness of your campaigns?


Marketers should concentrate on the following crucial metrics when running email campaigns:

  • Unsubscribe rate,
  • List growth rate,
  • Spam complaints,
  • Conversion rate,
  • Average order value (AOV),
  • Adds items to cart,
  • Mobile open rate,
  • Revenue,
  • ROI.

These analytics provide a practical perspective on how data comparison across specific periods demonstrates the success of any email marketing campaign modifications made and points out areas for improvement.


Ways To Amp Up Your Email Campaigns Using Data


Since focusing on too many indicators might make marketing teams overworked, choosing only those that offer actionable data is crucial.

Let’s look at the following ways you may use data to your advantage:


1. Define and segment your subscribers


Sending irrelevant emails to potential or current customers is a definite way to watch your subscriber list decline. Unfortunately, more than half of consumers experience this problem. For an email to be more relevant and have a higher ability to engage its receivers, it is essential to understand the various demographics that make up the audience.


The amount of time subscribers spend on an email reveals how relevant that communication is to them. Creating relevant emails can be significantly improved by segmenting your email list. The division is as follows:

  • Demographic factors

It is the fundamental division of an audience based on its unique characteristics, such as age, income level, gender, occupation, religion, and marital status, among others.


  • User behavior

Examples of behavioral data include abandoned forms, abandoned carts, pages visited, products added to carts, and open email rates. This segmentation puts clients into groups according to how they communicate with you.


  • Buying habit

Marketers can investigate subscribers’ purchasing patterns by importing data from an e-commerce platform. This segmentation allows marketers to determine which customers are most and least valuable to a brand, their preferred products, and whether they repurchase a particular product.


2. Personalize your content


Personalization has worked and will continue to work for marketers, as you’ve heard a million times. You may customize everything from the subject line to the content.


There are several quick ways to personalize emails:

  • Personalization with the first name
  • Emails about abandoned carts
  • Individual subject lines
  • Specialized CTAs.

Customer experience should be a part of the customizing process since it’s the best method to increase conversion rates. Try to personalize the complete customer journey in addition to the email copy. 83% of consumers are willing to share their data with brands when they receive personalized content. (source)


3. Combine automation with your database


A fantastic approach to testing your email marketing plan is via automated programs. The first thing to remember is that updating your database is crucial. Avoid sending emails to incorrect recipients since you can’t afford to be irrelevant and unprofessional. After all, if you fail to reach the right audience, it doesn’t matter how amazing your email content is.

Databases from within the company, as well as outside sources, can increase deliverability and eliminate bounces. Your database’s best friend is automation. Customer-driven, multi-channel marketing campaigns are delivered through automated customer service technologies. Using automation and your database together can produce excellent outcomes.


4. Time it right


Nothing is more frustrating than crafting a fantastic email you believe your readers would adore, only to have it ignored because of poor timing. People’s email habits differ depending on a wide range of things. A surefire strategy to boost conversions is to figure out when the engagement rates are at their highest.


Assemble data to create a picture of the send-time-to-engagement ratios. Your purpose and the day, week, and time you send your emails will determine the timing of your messages. Each segment and list is distinctive in its way. So, what works best for your goals must be tested.


5. Analyze campaigns data


Three steps can be used to summarize the most popular method for marketers to analyze the data from their email marketing campaigns:

  • First, they gather all the data for the metrics they pay attention to.
  • Then they can compare these measures to their benchmark and ultimate objective.
  • Finally, they consider how to raise each indicator to produce better outcomes.

This type of analysis only considers a small portion of what is measurable. Therefore, you should optimize for openings, CTR, and profitability while reviewing your performance.


Your business will quickly become data-driven if you stick to these recommendations. Data-driven insights are more valuable than ever for corporate success. First, gather as much data as possible about your email subscribers without being creepy to provide them with more individualized experiences. Then, move ahead to successfully conduct your email marketing campaign by playing the data card.


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