How To Optimize Email Marketing Through Marketing Analytics?

The dawn of the internet age brought forth new techniques of reaching audiences and even converting them into customers. Email marketing has been one of the most popular methods. However, social media has become more attractive to marketers due to its ability to offer more reach and this has, in turn, led to new marketing strategies. Despite this, email marketing still remains a vital marketing strategy for most marketers.

Most marketers often find themselves not getting results that are as good as what the competitors or other people seem to be getting. This could be as a result of not using email marketing analytics. Data is king when it comes to marketing and to put it into perspective, data allows a marketer to identify what is working and what is not working. This allows the marketer to focus on the strategy that is working. It also means that marketers who do not take advantage of marketing analytics often lose a lot of money.

Getting things correct is not easy but once you do, it can be quite rewarding. The process involves turning raw data into insights that allow you to make your email marketing campaigns more effective. Below are some tips for using analytics to optimize your email campaigns.

1.     Selecting a vendor

Fortunately for marketers, there are so many email service providers in the market today especially because the playing field is very large. A marketer that does not have a provider should consider various factors such as the tools offered by the vendor or the type of campaigns that they support.

An email service provider that offers tools such as Kissmetrics Campaigns is ideal when sending automated emails while Sendgrid is ideal for sending newsletters. The analytics offered should also help you to easily determine how the current campaigns are performing compared to the present goals.

2.     Identify your goals before setting the key performance indicators

Setting goals is a vital part of the marketing process because it makes it easier for the marketer to determine the progress made at any given point in a campaign. It is also important that the marketing goals made are realistic and that they align with the goals of the business. Good marketing goals include converting leads to customers, growing the subscriber base or creating more leads. The marker might choose to have multiple goals but each should have its own metric.

3.     Selecting the ideal metrics

As mentioned above, multiple goals can be selected and they need to be matched with metrics to provide reliable data. Some of the metrics that are used to measure email marketing performance include click-through rate, Conversion rate, Email ROI, Open rate Opt-out rate, social shares index delivery rate and Bounce rate. Note that they have been listed in order from the most useful to the least useful metric based on the opinions of successful marketers.

A marketer can combine numerous metrics and use them to come up with a more elaborate view of how their marketing campaigns are doing. This will make it easier to achieve the set goals.

4.     Referring to the collected data

Once the selected metrics are in place and the right data has been corrected, then the marketer should carefully come up with conclusions. This is essential because these conclusions will allow the business to come up with data-driven customer personas and this will, in turn, allow the business to create better marketing campaigns. Think of it this way the business will be able to come up with an email list of who to target, when to send emails to them, why they have been shortlisted in the email list and why the content of the email will be useful to them.

The marketer can also segment the target audience especially based on the type of emails that they want to receive or based on the marketer’s goals. Once you have segmented the audience, then it will be easier to send relevant and specific content to different groups of people. At this level marketers have used data obtained through marketing analysis to understand their target audience and then the content is tailored to match the preferences of the different types of audiences. This specialized approach allows the marketer to optimize his/her marketing campaign.

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Marko Pyhajarvi

Highly experienced business author, speaker, coach and consultant living in London, UK. Addicted to endurance training and trailrunning. Live your life to the fullest.