Thursday, 19 December 2013

Data is marketer's best friend

Undoubtedly, data is an email marketer’s best friend. It gives you the highest returns on the lowest investment. But bad experiences with email marketing can make you wary of it. However, let not failures bow you down. Take total advantage of the benefits of email marketing. As the year 2014 approaches, have a relook at your email marketing strategy to do the same.

Understand what works for you. Do not imitate the strategy of another company. What worked for that company may not work for you. You need to know your audience well and strategize accordingly.

Evaluate your successes and failures of last year. Examine every aspect, from the “from” line to subject lines. Were all the elements in your email like the images, copy, calls to action, offers, etc. effective and did they bring you the desired results? If not, what went wrong? How can you rectify your weak areas?

Keep in touch with the industry trends and make sure that you have access to all vital information and statistics like what types of devices your subscribers use to open your emails, which links got the maximum clicks, which emails had highest conversion, time of day with best open rates, etc.

Before you revamp your email marketing strategy for the coming year, here is a quick look at some tips and statistics regarding data:
  • Get accurate and detailed data from people who want to hear from you, then automate the numerous steps involved in sending them relevant messages. (eMarketer)
  • One of the top benefits of e-mail marketing is that it yields reams of data about who a company’s best customers are. Marketers can target those people in the social realm and offer incentives or discounts to encourage them to share with their friends and advocate on behalf of the brand. (eMarketer)
  • There’s a Big Data disconnect. In a recent study from Econsultancy, 77% of marketers said purchase history had a very high impact on return on investment (ROI), meaning they are leveraging that data for lead nurture and to aid the buyer’s decision-making process. (Joel Book)
  • 7 in 10 people say they made use of a coupon or discount from a marketing email in the prior week. (2012 Blue Kangaroo Study)

Prepackaged Marketing Data is a leading organization specializing in database marketing. We aid organizations in customer acquisition and retention through accurate, updated and quality lead generating databases. Contact us to know more about our services.

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