Deciding what’s for dinner is a good use of gut instinct. Deciding how to market to customers is not. Yet only 11 percent of FORTUNE 1000 integrated marketers who responded to a recent survey by CEB said they use data to create and optimize marketing campaigns.
Although most marketers continue to struggle with how to email smarter using Big Data, you don’t have to when planning your next email marketing campaign. Simply hone in on four primary data types, according to digital strategist Mike Hotz, and take the guesswork out of email marketing.
Four Questions Every Email Marketer Needs to Ask
- What kind of data do I have revealing email interaction? You’ll want to know basic open rates, opened links, clicks, customer conversions and related metrics.
- What does the data I have on web interaction tell me? Do you know how your customers are browsing your website? If there is an abundance of abandoned shopping carts or applications, it’s time to change your strategy.
- What data do I have on purchasing patterns? “By looking at what the subscriber has purchased and what they are using now, email campaigns can be customized to suggest a personalized next step,” Hotz pointed out.
- How can I use my data to determine profile preferences? You can use user profiles, such as location, age and gender, to develop baseline targeting.
Quality data management is key to running a successful integrated marketing program. Use these tips to segment your email marketing campaigns. And for tips on using data better in your direct-mail campaigns, read “Addressing Direct Mail Address Quality.”
