An average person receives over 200 emails a day How to Leverage Customer but responds to only 25% of them. This clearly shows that most of the emails sent are irrelevant and therefore end up being ignored, or worse, in the spam box.
The main cause of email irrelevance is a lack of audience understanding. Email marketers need to gain detailed customer insights and use them to improve their email strategy. Even experienced marketers sometimes forget the role data can play in improving the performance of their email marketing campaigns.
Here you will find a complete guide to improve your email marketing strategy with the help of customer behavior insights.
Role of data in effective email marketing
As a marketer, you might think that email marketing requires minimal customer data. All you need to know is the user’s name and email address. You can then put those details into your email marketing software and send a massive amount of emails to all of your recipients. Unfortunately, this strategy doesn’t produce results.
Every customer is unique and has different expectations. Marketers need to realize what their consumers need and design their communications accordingly.
What data do you need?
We live in a data-rich world. With so much information available, you can analyze which people respond to your campaigns, when they respond best, and how they interact with your emails.
However, a huge amount of data can lead to noise. It can be difficult to determine which data is useful. Therefore, marketers need to understand their business objectives and identify the information they need to meet them. campaign proposal • Requirements.
For example, if you are a SaaS marketer, you might want to know the age, gender, location, business type, total employees, and annual revenue of your potential customers. If you are an eCommerce marketer, your focus areas could be age, location, gender, occupation, income, etc.
However, you’re only scratching the surface with this data. By performing behavioral analysis of your consumers, you can dig much deeper into your audience’s behavior and preferences.
Behavioral analysis helps you gain the following insights:
- Email open rate
- Total link clicks
- Most clicked link
- Email opening time
- The average number of unsubscribes per email sent.
This data helps you run more informed email marketing campaigns . You can determine the best time to send your emails and what type of links get the most clicks.
However, behavioral analysis is not enough. You need to combine it with two other elements of data analysis: outcome analysis and experience analysis.
Results analysis focuses on outcomes such as number of purchases, average revenue per campaign, average revenue per subscriber, conversion rate, and return on investment (ROI) for each campaign.
Experience analysis focuses on interests and preferences. Do certain segments have a higher email open rate than others? Do emails with discounts have a higher conversion rate ?
By combining behavioral, results, and experience analysis, you can develop a laser-targeted email marketing strategy that drives greater engagement and ROI.
Essential Email Marketing KPIs to Track
Tracking metrics and key performance indicators (KPIs) will help you determine the success and failure of your email marketing campaigns, along with room for improvement.
Marketers need to track two types of metrics. These include:
Email Metrics:
- open rate
- Click-through rate
- Conversion rate
- Return on investment
- Low rate
Marketing Metrics
Marketing KPIs will depend on your business type and goals. For example, if you run a SaaS company, you may want to track the following metrics:
- Conversion rate
- Free trial for paid conversion
- Annual contract value
- Total active trials
- Total activations
- Dropout rate
- Total income
If you are running an eCommerce business, important metrics would be total conversions, average order value, cart abandonment rate, rNPS (relational net promoter score), customer lifetime value and others .
How to leverage customer data to improve your email marketing strategy?
Once you have the necessary data, you can design your email marketing strategy. Below is a step-by-step process for using customer data to make your outreach emails more effective and results-oriented.
Identify and segment your subscribers
Let’s go back to the irrelevant email example above. If you receive a lot of irrelevant emails, it means that the sender didn’t segment their email list and ended up sending the same offer to everyone. This results in higher marketing costs, lower conversions, and a higher unsubscribe rate. In contrast, well-targeted and segmented emails generate around 60% of all revenue .
There are three effective ways to segment your email subscribers:
- Geographic : Based on location, i.e. state, region, city, etc.
- Demographic : Based on demographic data such as age, gender, occupation, income, etc.
- Behavioral Health : Based on interests and preferences, including loyalty status and buyer readiness.
QR codes are a great way to build your email list and collect geographic data. You can use a QR Code Generator to create a QR code and include it in your offline advertising materials, such as print ads and billboards. Link the QR code to your email signup form. When users scan the code from their mobile device and sign up for your email list, you’ll be able to track their location and the device used.
You can even combine geographic, demographic and behavioral segments to make your email marketing more targeted and therefore more effective.
Personalize your emails
Emails with personalized email lines have a 26% higher open rate . Personalization has become the holy grail of modern marketing across all industries. Whether you’re an eCommerce marketer, agency, or SaaS provider, your emails should speak directly to your potential customers and address their pain points.
Personalization doesn’t mean you have to send an individual message to each recipient, though. Simply modifying your email subject line can do the job.
Include the recipient’s name in the subject line of your email. Instead of using “Dear Customer” or “Dear User,” use “Dear John.” The same goes for the body text of your email. Instead of starting your email with a generic greeting, address the recipient by name.
Make your emails mobile-friendly
Over 80% of emails are opened on a mobile device, and with mobile usage skyrocketing, this number will only increase in the future. Checking email on a phone is the first thing most people do in the morning. So, if your emails aren’t mobile-friendly, over 80% of your recipients won’t be able to consume your content. And if you keep sending non-mobile-friendly emails, subscribers will unsubscribe.
In the past, when some people used mobile phones, you could have segmented your mobile audience and sent them mobile-optimized emails. This is not a viable option now, as almost everyone checks email on their phone. It is essential to make all your emails mobile-responsive.
Send your messages at the right time
Imagine creating an irresistible email marketing campaign that didn’t generate engagement because you sent it at the wrong time. Sending taiwan email list at the right time is a critical aspect of a successful email marketing strategy.
Email marketing benchmarks show that email open rates range from 20% to 22% on weekdays and drop to 17-18% on weekends. Additionally, email open rates peak at 3 pm (7%), 12 pm (5%), 6 pm (5%), and 12 am (4%).
While you can use these benchmarks as a reference point, it’s best to test what works for you. Send emails on different days and at different times to gauge when you receive the most engagement.
Evaluate the results and test different versions
The next step is to test, measure, and compare different email versions to determine which combinations work best. A/B testing your emails helps you find the best performing version of your emails.
Some email components you can play with are:
- Subject lines
- Copy of the body of the email
- Images and visual effects
- Design and layout
- Offers and discounts
- Call to action
It’s essential to measure the effectiveness of your emails using the right metrics. As mentioned above, track email marketing metrics and KPIs that are relevant to your business goals. For example, you might see a higher open rate for a particular integration with social media and marketing tools subject line or a higher conversion rate for a certain call to action (CTA).
Send emails based on occasions and actions
Birthday wishes can brighten someone’s day and therefore work better than any other type of email. In fact, birthday emails have:
- 481% higher transaction rate
- 342% more revenue from email
- 179% unique click rates
Sending birthday emails is a great way to create personalized experiences for your customers. You can send birthday wishes accompanied by a limited-time offer or discount as a birthday gift.
Sending emails based on user actions is another effective way to create personalized email experiences. You can send emails when a customer:
- Sign up for our email list
- Post-purchase email
- Cart abandonment email
- Feedback Email
Automate wherever possible
The final step is to automate your email marketing campaigns. Several email marketing tools allow you to set up action-based email triggers, such as welcome emails, post-purchase emails, and cart abandonment emails.
If you believe that automation will remove the human element and reduce engagement, trigger-based emails are 18 times more cost-effective . Importantly, automation makes your life easier. You don’t need to send emails to recipients manually. This way, you can save time and avoid potential human errors, such as entering an incorrect email address or addressing a recipient with the wrong name.
Wrap
Email marketing has been around for years and is here to stay. However, unlike earlier times when brands would get sales by sending the same emails to everyone, email marketing has become more data-driven. Marketers need to segment bfb directory their consumers based on geographic, demographic, and behavioral data to make their email communications more personalized and effective.
