6 Steps to Putting Data to Work for You in Email Marketing

By Jessica Best

A few years ago, when podcasts did their annual “Predictions for next year” posts, just about every single one of them had a mention of how we would have access to more data in our marketing. In fact, in 2017, marketers like me (see title above) like to point out that (almost) ALL marketing is driven by data: a customer insight or reported analytics that prove what worked or didn’t work, and especially in true data-driven channels like targeted paid media and email marketing.

2017 Email Data Sources visual

I think we can agree: we’ve gotten more data over the years. Marketers use between 3 and 15 (!) data sources in their programs. Emma reports that 84% of marketers say they have “enough data” these days. The problem more often than not is that we’re still not putting it to use. Either we don’t have the right case for the right access, or it doesn’t all live somewhere we can get to it easily or make sense of it, or frankly, we don’t have the (wo)man power to dig in and bend it to our will.

In today’s landscape, we don’t need MORE data; we need to make our data more USEFUL.

Making data useful for marketers has 2 components: First, we need to focus on what data actually moves the needle for a marketing campaign. Not all data is particularly useful. You can use any of it, but only some will actually impact your results.

Second, you have to be able to get to it. It all needs to talk to each other (or at least it should all talk to the marketing system you’re using) with rules on who talks and who listens, how often, and with which pieces of information in tow.

Let’s take a look at putting data to work for your email program in 6 steps. In this case, we’re talking specifically about using data in email marketing, but frankly, most of these still apply, regardless of what channel you’re talking about.

(Spoiler alert: You’re probably already doing 2 of them. You’ve already started!)

#1 –Define the goals of your email campaign or program

Actually, write them down. In “pen” (digitally speaking). Partially so you can post them up somewhere you can look at them – or, rather, they can stare at you from the walls of your office – every day. These should be marketing goals that ladder up to or support your Big Business Goals (BBGs).

That seems obvious, but for example, I’ve had a client whose business goals were to open 10 new stores in existing markets in the next 12 months. Their marketing goals were to grow Same-Store Sales by 10% year-over-year. Those goals are actually in direct competition with each other! Those new stores in the same markets are likely to steal a little business from your existing stores. That may not be a bad thing at all if your overall revenues jump 10%.

#1, part B: Get buy-in on these goals! Go to the full article.

Source:: Business 2 Community

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