MARKETING
5 Ways You Can Leverage Data to Upgrade Your Email Marketing Game
As a marketer, I’m sure you are aware of the fact that creating the ’ideal’ email campaign is not an easy feat. There is a lot of competition in any given market, so setting yourself apart from the pack is essential. Again, leveraging data is the key here.
What data are we talking about here?
Anything from email addresses to email clicks, purchase history to customer preferences, types of users to website visits and traffic, etc. All these customer touchpoints can act as catalysts in making your email marketing campaigns better.
But why do we need to leverage data?
When it comes to promoting your business and getting in touch with customers, email marketing is one of the most powerful tools. However, making your message stand out among the hundreds, if not thousands, of emails people receive daily can be challenging. Using data in email marketing helps you better understand target demographic, tailor messages to each recipient, and boost open and click-through rates.
In this article, we will discuss 5 ways to use data to improve your email marketing strategy and see your campaigns through to a successful conclusion. We’ll show you how to use data to generate results and establish genuine connections with your target audience by segmenting your email list and conducting A/B tests on your campaigns. Let’s dive in.
One: Segmenting Your Email List
To segment your email list, you divide your subscribers into subsets with similar characteristics like, age, gender, occupation, location, income, etc. If you divide your email list into subsets, you can send messages tailored to each group’s interests and needs.
How to Use a Segmented Email List of Subscribers
Create a win-back campaign for inactive subscribers, send a welcome series to new subscribers, or organize your email list based on a customer’s purchase history to make relevant product recommendations.
Benefits of email list segmentation
Because of segmentation, not only will your email marketing campaigns be more successful, but the engagement of your subscribers will increase, leading to a more significant number of successful conversions. If you do this, you can improve the quality of your email campaigns and forge deeper connections with your readers.
Two: Personalizing Your Email Campaigns
Email personalization refers to adapting the message and its delivery to each recipient based on their interests, preferences, and habits gleaned from their inbox.
How to personalize your email campaigns with data
Customers’ names, locations, purchasing histories, and online activities can all be used to tailor their experience based on their preferences and interests. It may also include content that adapts in real-time to factors like the day of the week, the temperature outside, or any number of other variables.
Benefits of email personalization
As a marketer, you can better connect with subscribers by tailoring your email campaigns to their tastes and interests using data. This method can increase engagement metrics like opens, clicks, and conversions.
Three: Optimizing Your Email Sending Time
Determining when the optimal time is to send emails helps to maximize engagement and open rates.
How to optimize your email sending time with data
To collect data so that you can optimize your email send time – best time of day and week to send emails – you should first examine your subscribers’ activity patterns, such as open and click rates. An email marketing software can collect this information for you and use it to plan the best times to send out emails based on how engaged recipients have been in the past.
Benefits of email sending time optimization
Sending emails at optimal times can improve open and click-through rates, boost conversions, and improve return on investment (ROI).
Four: A/B Testing Your Email Campaigns
A/B testing is a method for determining which version of a promotional effort, in this case, an email campaign performs better by comparing and contrasting the two.
How to A/B test your email campaigns with data
Data-driven A/B testing of email campaigns requires deciding what to test, creating two email versions with the same content except for one variable, and sending them to separate audiences. Then, you’ll need to keep tabs on the feedback, sort through the data, and pick a victorious iteration.
Benefits of A/B testing
A/B testing in email marketing has many positive effects. You can use it to zero in on the optimal format, headline, body copy, and CTA for your target demographic.
Some aspects of an email you can A/B test
- Subject line
- Pre-header text
- Call-to-action
- Layout or color scheme
Five: Monitoring Your Email Campaign Performance
Constantly checking in on your email marketing campaign’s stats is necessary to improve your performance.
How to monitor your email campaign performance
Metrics from your email service provider, Google Analytics, heat mapping, polls, and surveys are all fair game. However, identifying trends and making strategy adjustments require setting up regular reports and tracking metrics over time.
Benefits of email campaign performance monitoring
Keeping tabs on how well your email campaign is doing can help you improve it, get more people to interact with it, and get the most out of it financially. Your email marketing conversion rate, customer retention rate, and revenue will all increase thanks to the data-driven decisions you make after analyzing your campaign’s performance.
How to effectively monitor email campaign performance
Email open rate analysis is an excellent example of tracking the success of your email marketing campaign:
- See which emails are most open by conducting A/B tests of different subject lines, sending times, and content.
- You can improve your emails’ open rates, click-through rates, and overall engagement by using heat mapping tools to examine how recipients interact with them.
- By conducting a survey, you can learn much about your audience and what they want to see in future emails.
Key Takeaways
Data-driven strategies like these can help you maximize the value of every email you send for your email marketing campaigns. So, don’t wait any longer; immediately implement data into your email marketing initiatives and watch your business flourish.
MARKETING
Trends in Content Localization – Moz
Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.
Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.
Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.
MARKETING
How AI Is Redefining Startup GTM Strategy
MARKETING
More promotions and more layoffs
For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.
The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.
Dig deeper: How to overcome marketing budget cuts and hiring freezes
Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643.
Here are the median salaries by role:
- Senior management $199,653
- Director $157,776
- Manager $99,510
- Staff $89,126
Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.
One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%).
Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.
Dig deeper: Skills-based hiring for modern marketing teams
Employee turnover
In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”
Men and Women
This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.
In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.
Methodology
The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents.
Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.
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