How Should Data Drive Your Email Marketing Strategy In 2021?

Data-driven email marketing can be very effective, but you need to use the right strategy.
data-driven email marketing tutorial
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A data-driven email marketing strategy is paramount for businesses to survive in such a competitive landscape. After all, all this information helps you drive sales and ensure that you are targeting the right products/services to the right people.

Surveys have shown that 73% of marketing professionals believe email marketing is essential to their organization’s success. However, in order to achieve that success and increase your emails’ effectiveness, it is imperative to create more targeted, specific, and data-driven emails to boost sales and traffic simultaneously.

Marketers invested 350+ million dollars in their email advertising efforts to reach 3.9 billion users daily—furthermore, advertisers using email marketing segmentation experience an average increase of 760% in their revenue. Typically, the return on emails is $42 for each dollar spent.

Here are some of the ways to use data to drive your email marketing strategy in 2021.

Leverage Email Automation Tools that Utilize Big Data

We have talked in depth about the benefits of using data analytics and AI for email marketing. A data-driven email marketing strategy can be remarkably effective if approached properly.

The increasing intricacies to create a well-rounded email strategy, develop and execute your campaigns without automated processes in place is far from the most practical approach. It simply doesn’t deliver the desired outcomes that you can get with proper email automation tools.

Also, it is time-consuming and requires continuous attention, which draws you away from other aspects of email marketing and, on the whole, your business. 

Collaboration between various email marketing facets is critical to businesses. Using a Miro digital whiteboard can help you generate content and ideas to share with your new and former customers. 

This means that your customers’ specific actions will automatically trigger emails that will be sent to them. Either way, email automation coupled with data work effectively and produce positive results.

According to Moosend, 63% of organizations outperform the competition thanks to automation. Marketers using automation tools experience an increase in their sales pipeline contribution by about 10%.

Furthermore, many marketers also use email automation to send out checkout recovery emails which is a strategic way of reducing customer churn and cart abandonment.

You can also use them for the following purposes.

  • Limited-time sales offers
  • New product launches
  • Reward programs and customer retention
  • Enhancing user engagement
  • Winning back former customers 
  • Delivering value-added pieces of content

Various email automation tools streamline and simplify the entire process. For instance, bulk email software allows you to send out emails to multiple recipients simultaneously with precision. And interestingly, most of them are relatively cost-effective too.

Personalize Your Messages

Personalized email marketing is yet another way of using your customer data to formulate a tailored message for your recipients.

This is why Amazon constantly includes their customer’s initials in the emails they send and base it upon each consumer’s buying and browsing habits.

According to ClicData, it can increase the open rates by a good 26% when you personalize your email subject lines

Today, many brands leverage the power of email list segmentation to interact with their customers on a more personal level. The process of segmenting your email subscribers into various lists depending on their interests, buying patterns, or other valuable customer data helps you make it more tailored to a specific recipient.

You need to look at your customers’ products and create individual lists for your different segments. This helps you ensure that each customer type only gets relevant messages and emails.

You can leverage a similar process to divide up your media-related contacts if you use email marketing channels as part of your PR outreach campaign.

Moreover, segmenting and customizing your email list allows you to make sure that visitors who have already registered for your premium subscription service get a different upsell campaign email than those who want to try out your freemium.

Use Drip Email Campaigns

Closely related to the email automation topic, drip email marketing campaigns are an effective and practical way of boosting click-through and open rates. However, more importantly, they positively impact your business’s bottom line by increasing your sales and revenue.

In short, drip email campaigns essentially allow you to feed your email message into your recipients’ inboxes at scheduled dates and times based on what goals you want to accomplish and how your customers interact and connect with your content and offerings. You can use engagement data to optimize your strategy properly. This is one of the things that you need to keep in mind when using data analytics for email marketing.

For instance, if your KPIs indicate that user engagement level is decreasing and people are not as active comparatively, then it is an opportunity to develop drip-email campaigns to persuade them back. 

Maybe you can offer freemium, additional features, or anything that entices them and provides them value. On the other hand, you can motivate your former subscribers and retain them by simply reminding them of what they will be missing out on by not availing of your services.

If your primary goal is to drive sales and conversions, you can leverage drip email campaigns to carry out limited-time offers with an appealing special offer. 

As per Martech Zone, the drip campaign’s open rates are nearly 80% higher than isolated emails. At the same time, emails for lead nurturing receive 4 to 10x the response rates than mass email blasts.

Therefore, crafting a great and compelling drip campaign can get you staggering engagement rates and be consistent with your efforts to attain long-term benefits and success. Also, increasing the sense of exclusivity and urgency of your offer serve as a brilliant example of data-driven email marketing.

Data-Driven Email Marketing Can Be Very Beneficial

Email marketing strategy backed by valuable insights and data is a brilliant and effective way to communicate with your customers. This information enables you to learn more about your audience and provide them offers and content that they like can resonate with, improving the overall business efficiency and customer experience.

JT Ripton
JT Ripton is a freelance business and technology writer out of Tampa. He loves to write to inform, educate and provoke minds. Follow him on twitter @JTRipton