Big Data and Your E-mail Marketing Campaign

December 20, 2018 Donna Moores

Big data is everywhere around us and it is shaping the way businesses are run. It is used by companies of all types and sizes, from large multinationals like Accenture to smaller organizations such as Handmadewritings. Big data is vital in the functionality and productivity of organization’s web presence. Improving the way you harness and use big data will benefit your marketing strategy by helping you reach the right people, at the right time, with the right content.

E-mail marketing remains at the center of the marketing mix for most businesses. This post will highlight the ways that big data impacts e-mail marketing. 

What Is It Anyway?

Before we start it's important to shed some light on what big data actually means. From the view of a business, big data is the vast amount of information that the company amasses every day: e-mail addresses, number and type of ads that are clicked, number and method of web page visits, etc.. Big data is useful for businesses as it provides a picture of trends, behaviors, and other valuable information that can be used intelligently to achieve organizational goals. 

This data can be organized (e-mail lists) or unstructured (duration of web page views) and exists in a wide range of formats, from numerical to text, e-mail, video content, audio or others. A lack of strategy on what to do with your business’ information can lead to missed opportunities, from failing to exploit valuable options in communicating better with customers to overlooking personalized solutions or information. Most importantly, not making use of big data can mean failure to understand who your customers are and what they need. 

Big Data and E-mail Marketing

Nowadays, e-mail marketing remains a popular and widely used area of customer communication. According to research by Econsultancy, 73% of marketers admit that e-mail marketing is the top digital channel for ROI. E-mail marketing can be used in a variety of ways, from communicating basic information such as standard campaigns or discounts to confirming orders and payments. However, e-mail marketing can be used in a more clever way thanks to big data. 

By using the information you have gathered from customers, you can now personalize every message, show increasingly more relevant content in your e-mail campaigns, and prove to your customers that you understand them and know what to offer. For example, if someone has purchased a pair of black leather boots for the upcoming winter, why not send them an e-mail with a matching coat or handbag suggestions?

This would only be possible if big data is used effectively by your business. But how does it actually impact e-mail marketing?

More Personalization, Please

Big data provides companies the opportunity to make the content within your e-mail campaigns diverse and personal. You can use information such as demographics, interests, location, or previously bought services to ensure that the e-mail will show your customer that your business understands them. Of course, it is vital to synchronize your e-mail marketing with other CRM or information gathering platforms to create a 360 view.

Through the use of big data, your business can also provide tailored promotions or discounts to clients who have, for example, reached a certain number of purchases with you, or have browsed and added certain items in their online shopping bags a few times but have never completed the purchase. You can bring them back by using personalized content and influencing their decision making.

Grabbing Attention from the Start

Although this may be quite straightforward, the importance of subject lines is often undervalued. To ensure that your e-mail stands out in the at-capacity inbox of your readers, it is essential to choose the right subject line. 

Data analysis allows marketers and business owners to test the performance of specific keywords or phrases to see which solutions work. Tapping into your company’s big data also gives the opportunity to include the person’s name in the subject line, or something specific about his previous purchase or contact with your brand.

Automating the Process

Through the use of big data, businesses can now automate the e-mail marketing process and send relevant information to the user at each step of the purchase making process. Even if we are talking about a lead that needs further nurturing, automation works wonders! 

By implementing different triggers in your e-mail marketing strategy you can ensure that every user or customer receives a welcome e-mail at the stage of subscription for a newsletter, a thank you e-mail when shopping with you, a reminder e-mail, also known as cart abandonment, if someone has added a number of products in their bag but failed to check out. 

Providing Feedback

Last but not least, one of the benefits of big data is to provide feedback and an overview of which campaigns or tactics have worked for your business and which have under-performed. Combining the insight into the customers preferences and history with the effectiveness of certain campaigns allows you to more accurately focus your limited marketing budget to achieve the greatest return on investment possible. It is this information consolidation and amalgamation that makes big data a valuable asset in today’s digital world. 

Featured Image Source: Woman browsing correspondence email reply concept by rawpixel Shutterstock

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