A Data-Driven Approach to Email Marketing

A Data-Driven Approach to Email Marketing

According to estimates, 439.7 billion emails are sent daily. By the end of 2025, 376 billion daily emails are expected to be sent.

The sophistication of email marketing strategies has increased over time. It no longer works the way it did five years ago. In any marketing strategy, it remains a key component.

The truth is email marketing is the channel of choice for the best online marketers. What’s the reason? The reason is that it generates the best marketing ROI and brings in the results.

That’s right!

Content, PPC, SEO, and content marketing do not compare to email marketing!

Including email marketing in marketing strategies is a good idea. Your business goals can be achieved more cost-effectively by sending email to your customers, promoting products, and communicating with them.

The average return on email marketing is $42 for every dollar you spend.

Isn’t that pretty good?

In this article, you will learn how to accomplish extraordinary results through the use of email marketing strategies.

How to improve your email marketing campaigns with these five strategies

You will become the most important channel when you follow these email marketing strategies!

Getting started is the first step.

1. Send messages that are personalized

It is not necessary to send an individual email to every single subscriber when we talk about personalized email marketing. The process of personalization involves creating a message based on customer data.

  • In my opinion, Amazon is one of the best companies at personalization.
  • A personalized email is sent to every customer by Amazon.
  • “Dear Steven” instead of “Dear valued customer”.
  • You might like these… if you buy them (based on my past purchases), not if they are generated randomly.
  • Unlike other marketing channels, email marketing has a special meaning to Amazon. Customer experience is critical to the success of any business.

A master of email is Jeff Bezos, the CEO of Amazon. Amazon’s Jeff Bezos reads through customer complaints and appreciates the value of emails. 

Email and screen recommendations contribute to over 35% of all product sales.
  • Through personalization, Amazon is not the only company to see results like these.
  • Personalized emails deliver six times more transactions than generic emails, according to a study by Experian.
    We can all understand these numbers if we break them down:
  • Among email marketers, $0.08 per email is the revenue generated by email marketing in 2019.
    There’s not much to that…
  • You can generate up to $40,000 in revenue if you send an email campaign to 500,000 subscribers.
    The additional revenue is huge!
  • Personalization, however, will yield much greater results!

 

New research suggests that

For every $1 invested in personalization, $20 in ROI can be generated.

This sounds like a pretty good revenue opportunity, don’t you think?

Here’s what’s great:

Personalization isn’t used in 70 percent of brands’ email marketing campaigns.

You will be able to stand out from your competition if you customize your emails.

Addressing the reader by name is the simplest form of personalization. You can implement this tactic within your email services provider (ESP) and it will improve the performance of your campaigns.

A first-name subject line increases open rates by 16 percent in emails.

The subject line alone is responsible for 47% of all emails being opened, so this is an easy way to capture more eyeballs.

You can personalize your products by including more than just the name of the customer:

  • Make sure you ask for information before you click the ‘send’ button: Good personalization begins long before you click the ‘send’ button. Your sign up form is the first step.      A personalized communication will be very limited if you do not have data such as name, company, and location. Don’t ask for anything other than the information you need. As a result of GDPR, marketing departments have been impacted in this way.
  • Don’t use donotreply@example.com for the reply-to email address: This takes away the authenticity of the message. It is important that your readers engage with your campaigns and respond to them. It will appear more personal and credible if you use a real reply address.
  • The best way to include your contact details in the email signature is to include them just like with your real reply-to email address. It’s a great way to connect with your readers and build a relationship by giving them the ability to contact you.

2. Subscriber segments

The second most important initiative for email marketers this year is segmentation.

  • What is the reason for its high price?
  • You can better target your email campaigns when you segment your database.
  • As an example, here’s what I mean:
  • An event is hosted by your company for small businesses within 20 miles of your office for small business owners.
  • What is the best way to ensure your event gets the best turnout?
  • It is segmentation that provides the answer.
    Send an invitation by email to small business owners living within 20 miles of your event. Your event will be more likely to be attended if you do this.
CRM software makes segmentation easy and straightforward.

Think of the difference between sending one email to your entire database on the other side of the country, with subscribers scattered across the globe.

Isn’t it annoying when you receive an email inviting you to an event that’s located halfway around the globe?

There’s nothing better than that!

It’s important to consider how valuable your database can be before segmenting it.

Segmenting your email list improves all email marketing KPIs, according to a recent study.

Increased performance is seen in the following areas as a result of segmentation:

More customers and revenue can be gained by segmenting your mailing lists.
Email marketing and GDPR go hand in hand with segmentation.
How effective is it, though?

Yes!

We use the following email marketing campaign as an example:

A recent email marketing campaign was sent out to two different recipients. Subject lines and content were identical in both campaigns.

A non-segmented email list was used for the first campaign, while our segmented list was used for the second campaign.

With a 42 percent open rate and a 4.5% click-through rate, our first non-segmented email was a success.

While segmented email campaigns received a 94% open rate and a 38% click-through rate, the general campaign achieved only a 36% open rate!

What do you think of its value?

Marketing professionals segment their emails for this very reason, don’t they?

Wrong.

Email marketers segment their databases less than 9 out of 10 times. You can get started with segmentation by looking at these examples:

Consider your industry segmentation:

Are you a business or a consumer? Your email campaigns can be segmented based on the industry of your subscribers. If a car part retailer receives an email campaign about car parts, their engagement rate will be much higher than if they receive a software retailer’s campaign.

Email campaigns can be segmented by company size or annual revenue, also known as account-based marketing. 

Businesses with fewer than five employees are unlikely to be ready for the largest industry conference of the year, while those with more than 750 might be more appropriate.

Sales cycle segmentation:

Early stage buyers will not be as responsive to aggressive sales pitches or one-to-one demos, but a white paper based on industry research will be more appreciated. Product webinars and free trials will attract ready-to-buy buyers at the other end of the cycle.

3. Emails that are responsive to mobile devices

More than half of all marketing emails were opened via mobile devices in 2021.
This number is expected to increase to 72% by 2024.
It has now reached 61%! There are a lot of numbers here! Upon waking up, what is the first thing you do?

Like me, I’m sure you check your phone every morning before getting out of bed to see if any missed calls, messages, or emails have been received…

There are many people like you. Don’t worry. We do this to a certain extent in 50% of cases. What do you think the subscriber does when you send him an email that isn’t optimized for the device on which he reads his emails? It is commonly unsubscribed or deleted by them.

Most emails still aren’t mobile friendly, so why is that?

A further problem is that 20% of email campaigns are not mobile-friendly, according to our own research.

Consequently, mobile-optimized email campaigns generate a lot of revenue on the other end of the scale!
According to Yesmail, mobile email clicks generate $42,000 more revenue than desktop email clicks.

Mobile devices generate 4X more revenue per email than desktop devices

Mobile promotional emails have led to at least one purchase for 55% of smartphone users.
According to a Flexmail study, 36% of B2B companies perform better when their emails are optimized for mobile devices.

Is there a way to make your mobile campaigns more effective?

There are some tips you can follow to make it easier for you.

You should design responsive emails (RED)

By optimizing your email design for any device or screen, your users will experience a better email experience. These solutions are usually offered by email service providers (ESPs).

Preheader and subject line should be kept short

The subject line must be clear and concise. The email topic should be kept brief so the reader knows what to expect. If you wish to view this email in your browser, don’t let the pre-header text go to waste. To get free shipping, use “FREESHIP” instead of a summary or call to action.

Ensure the call to action is large and obvious

Mobile devices differ in size. You may be alienating your readers if you make your call to action too small on a tablet or larger screen, even if it works on a tablet or larger screen. Clickable call to action should be big, bold, and easy to see.

4. Button designs, copy, and copy tests

Testing provides us with data to make practical decisions that will improve the performance of our marketing campaigns, whether they are home pages, landing pages, or email templates.

The same is true for email marketing.

Email campaigns are typically A/B tested by most marketers.

Your email subject line appears to have been tested, doesn’t it?

There has even been A/B testing of email subject lines by a former US president….
Is that what you think?

During Obama’s campaign for the presidency in 2012, email marketing played an important role.
Subscribers were sent varying subject lines, so they could calculate the amount of donations they might receive.
A poor performing subject line (“The one thing the polls got right…”) generated $403,603 in donations with a sample size that large.

It was expected that $2,540,866 worth of donations would be generated by the best performing subject line (“I will be outspent”).

Quite a difference, huh?

It earned $2,673,278 in total, outperforming expectations.
The subject line change in the emails resulted in an increase of $2.2 million in donations!

A split-test on the subject line of President Obama’s emails raised $2 million more in donations

Through email marketing, you can test more than just subject lines.

Tests can also be conducted:

  • A reader’s opening of your email is greatly influenced by the name they see in the “from” field. People open emails primarily because of the sender name. By sending campaigns from your CEO, person + company, or person’s name, you can test your from address.
  • You most likely already send plain text versions of your emails, like most marketers do. Would it be possible to test a plain text only email campaign? Plain text emails appear more personal when you add personalization.
  • Email length: You can send short or long emails, depending on what you’d like to achieve. Shorter emails allow readers to proceed directly to a landing page, whereas long form emails allow for more detail. Which method works best for you? Test it.

Check out these 21 examples of B2B email marketing from the world’s leading SaaS companies if you’re not sure how to design your own.).

5. Utilize automation when possible, for email campaigns

An email that is sent out automatically as a result of user behavior is known as a trigger-based email.

Emails that trigger email notifications are usually welcome and thank you emails, as well as transactional emails, including order confirmations and receipts.

Trigger emails perform much better than traditional emails, according to the data behind them.
In Epsilon’s study, for instance, the following was found:

  • There is a 95% increase in open rates for trigger emails over traditional emails.
  • When compared to traditional email click-through rates, trigger emails have a higher average click-through rate (CTR)
  • As much as 40% of the traffic on the best converting websites in the world converts through trigger emails.

In addition to that. In a recent report published by Blueshift, trigger-based marketing emails were found to be 497% more effective than batch and blast advertising.

Are you sure this isn’t a scam?

Well, it’s not. It has been tested. Worked like a charm!

A comparison between traditional email campaign (left) and triggered email campaign (right)

Five times more people opened our triggered emails, and fifteen times more people clicked on them.

Around 2.6% of overall email volume is made up of triggered emails, yet only 20% of marketers use them today. Email marketing revenue can be accounted for by them as much as 20%!

It is because triggered emails hit the sweet spot of email marketing that they perform so well.

How does the sweet spot look in email marketing?

The result is as follows:

Context contributes to their success.

Here is a scenario to consider;

After browsing a website and adding items to your shopping cart, you decide not to complete the purchase because you have doubts.

Do you recognize this phrase?

There is always a problem with eCommerce stores, no matter how big or small.

Wouldn’t it be amazing if, one hour later, you received an email with the exact product you were looking at?

Why not send this email along with a free shipping code or discount code that returned you to your shopping cart?

Your chances of completing your purchase have increased, haven’t they?

Trigger emails have that kind of power.

But aren’t triggered emails complex and expensive to set up?

It doesn’t have to be. The automation aspect can be replicated in your customer service software by using autoresponders. The way we handle all of our existing triggered emails is the same way we handle new ones.

You can send the following trigger emails.

In the first seven days following the creation of an account, a new user does not use your product. 

Activation campaigns can include information on logging in, instructions on how to get started, as well as a video demonstration to assist users. Alternatively, you can schedule a one-on-one meeting with them so they can ask questions and get a better understanding of the product.

The subscription period of an existing customer is about to expire, so it’s time to win him back. 

You need to find a way to win them back and keep them for another year after they haven’t used your product for three months. You should create a “win back” email that sends a short plan about how new features are expected in the next six months to all customers whose contracts are about to expire.

It’s all about customer loyalty to succeed. 

Your loyal customers can also be rewarded by giving them free things from time to time. Set up an automated email that sends an offer to your best customers that can be redeemed for a box of cupcakes, a gift card or a yearly license of your software. This is a small investment for your business, but it has a big reward!

The bottom line

  • The effectiveness of email marketing continues to grow.
  • There has, however, been an evolution in email marketing. In today’s world, sending the same email to all isn’t enough.
  • Your email marketing strategy needs to be updated.
  • Now, you need to send personalized, device-optimized messages if you want to succeed.
  • New elements should also be tested. It is possible for what worked 12 months ago to not be successful today, due to trends that change quickly. Don’t be afraid to try new things. Discover what works and automate it with triggered emails once you understand it.
  • By incorporating these changes into your email marketing strategy, you will increase your customers’ responsiveness, improve campaign performance, and grow your business.

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