Big data technology is leading to a lot of changes in the field of marketing. A growing number of marketers are exploring the benefits of big data as they strive to improve their branding and outreach strategies.
Email marketing is one of the disciplines that has been heavily touched by big data. If you want to make the most of your big data strategy, you should keep reading to learn how to incorporate data into email marketing.
How to Use Data to Improve Your Email Marketing Strategy
Email is one of the oldest and most reliable digital marketing tools around for good reason—it works. In fact, a recent study by the Direct Marketing Association showed that email marketing produces an average return on investment (ROI) of $44 for every dollar spent. That’s why it’s so important for businesses to get their email marketing campaigns right.
You can get even more value from email marketing if you leverage data strategically. Here are 10 essential strategies for email marketing success with data analytics.
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Always Provide Value
Providing value means delivering content that educates, entertains, or both. It could be a helpful blog post, an insightful whitepaper, or just a quick tip. It should always be worth the reader’s time. If you’re not providing value, you will not get very far with your email marketing campaigns.
Yo can use big data to make this easier. One option is to use data mining tools to learn more about the challenges people are making. You can assimilate data from various polls to learn more about the pain points of your target customers and create content that addresses them.
Keep it Short and Sweet
In the age of information overload, people are bombarded with content from all channels. It’s important to ensure that your emails can be quickly scanned and digested. This means keeping your emails short, sweet, and to the point. Get straight to the point, and don’t ramble on.
Personalize Your Emails
Big data technology has led to advances in personalization. You can use AI technology to personalize content to give the best possible experience.
Personalization is key when it comes to email marketing. You want to make sure that your emails are addressed to the individual recipient by name. If you have any other relevant information about them (such as their company size, location, or pain points), be sure to include that in the email as well.
Test Different Calls-to-Action
Every email you send should have a call-to-action (CTA) included. This could be as simple as “Download our new eBook” or “Register for our upcoming webinar.” Your CTA should be relevant to the content you’re providing, and it should be clear what the reader needs to do next.
You will need to test different CTAs, which is going to require data analytics tools. Many email marketing solutions such as Hubspot and Aweber have analytics interfaces that make it easier to test different elements in your marketing funnels, such as CTAs. You want to use these analytics interfaces to optimize your CTAs for the best CTR and conversion rates.
Test Different Professional Email Signature
You should also use data analytics to test different email signatures. A professional email signature is a must-have for any B2B marketer. It’s a simple way to promote your brand and increase awareness about your company, products, or services. Plus, it can also drive traffic back to your website or landing pages. Be sure to include links to your social media profiles so people can connect with you through multiple channels.
Generate Timeless Content
Timeless content is content that will be just as relevant and valuable 6 months from now as it is today. This is the type of content you want to include in your email marketing campaigns. It’s evergreen content that will continue to generate leads and sales long after you hit “send.”
You can use data mining tools to find the best content on the web for your niche. Tools like SEMRush can make this a lot easier, since they have sophisticated data analytics tools. This will help you create the best content for your email funnels.
Use Alt Text for Images
Alt-text is the text that appears when an image fails to load. It’s also read by screen readers, which are used by visually impaired people. Including alt text with your images is a great way to make your emails more accessible and improve your deliverability rates.
You will want to use data mining tools to find the alt tags of similar images on the web. Tools like BeautifulSoup and Screaming Frog SEO use data mining algorithms to find the alt tags of different images, which you can use in your own content.
Test, Test, Test
Email marketing is all about experimentation. You must constantly test different subject lines, calls-to-action, images, and email templates to see what works best for your audience. Only through testing will you be able to optimize your campaigns and get the best results possible.
Again, you can’t possibly do this without the data analytics interface of your email marketing platform. Make the most of it!
Pay Attention to the Details
The little things matter when it comes to email marketing. From the “From” field and subject line to the design and layout of your email, all of these details can affect your open and click-through rates. Take the time to ensure that every detail is perfect before hitting “send.”
Automate Your Emails
Another huge benefit of big data is that it has made it easier to automate your email marketing funnels. With email automation, you can send triggered emails based on specific actions that your contacts take (or don’t take). For example, you can set up an automated welcome email to be sent to new subscribers or a follow-up email for people who don’t open your first email. Automating your emails can save you a lot of time and help you stay in contact with your leads and customers.
You can also hire Advertas to help you reach your email marketing objectives.
Big Data Has Made Email Marketing Easier than Ever
Email marketing is a critical part of any successful B2B marketing plan. Big data technology can help immensely. By following these strategies, you can ensure that your campaigns are successful and that you can generate the leads and sales you need.