Updated: Apr 29, 2021
HOW TO LEVERAGE EMAIL CAMPAIGN DATA
As a company, we are quite obsessed with connected data. It’s hard not to when you have enabled so many to get so much out of what seems logical, to simply listen up and hear what data is saying about how to be more clever doing business. To further explain, we decided to wrap up our experience and write up the most obvious benefits of connecting/enriching data with additional sources.
In this article, we’ll explore how to leverage email campaign data. Here are five ways to get added value by connecting your email data:
Analyze newsletter subscribers as a segment Are your newsletters driving value? If so, the subscribers of your newsletter should perform better than the customers who do not subscribe. Tracking subscribers as a segment will help you justify investments or even track investments already made. Pay extra attention to key performance indicators over time and justify the resources allocated to email campaigns and measure ROI.
Put a value on the ins and outs Most email tools will provide you with insights into sign-ups and unsubscribers. These insights tell you what channels brought them in, how long did they subscribe, and your unsubscription rate. However, to properly understand if your newsletter is in good shape you need to understand the value of those that sign up and the cost of those that unsubscribe. You may be so focused on new sign-ups while your high-value subscribers are opting out undetected. By tracking subscriber behavior you can put a value on those numbers.
Improve relevance from understanding your campaign interactions by segment You probably look regularly at your open rate, click rate, and revenue from direct purchases as provided by your email campaign tool of choice. That’s all good. But, your campaign tool has little idea who the recipients are to you. Are you actually writing to locals? Your loyal customers? Your planners or your impulse buyers? Putting campaign interactions in context with customer behavior improves relevance, which in return increases engagement and revenue per email.
Set up intelligent campaigns across channels Connecting email data with your primary intelligence platform enables the effortless set up of specific segmentation split between owned and paid media.
Start understanding assisted sales Today, the most advanced organizations look at assisted sales, meaning transactions where the customer didn’t buy directly from a newsletter but has previously looked at the product from a newsletter link. A deeper integration of newsletter data can map this customer journey all the way back to email opens, providing further insights into the (full) value of your newsletters.
So just a few examples of how you connecting your email data with other data sources and visualizing it in one centralized place presents a range of benefits. Deciphering email data might be less straightforward than scanning data and data from gated wifi, but it is key to understanding customer touchpoints. We would love to continue the conversation if you too are unlocking value by connecting data.
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