The Dilemmas of Data-Driven Marketing


Data-driven email marketing is rapidly changing from a cool thing to use when you have the time to a must-have for a lot of marketers. And more importantly, for their customers and clients. For a marketer, this might mean a few hours of going through current data, collection points, and organizing an email and digital strategy. For a customer, it means better and more targeted communications which can help sales and keep businesses growing. The infographic The Eye-Opening Truth About Data-Driven Marketing covers some of the challenges faced by marketers.

If this is a new area for you it might be that even thinking about data makes you want to hide until it all goes away. But while that may seem like the answer to avoid dealing with something new, this area of marketing is not going away any time soon, in fact, it’s growing. 64% of marketers now say that data-driven marketing is vital to their strategy.

For 81% of marketers, implementing a strategy for their data is a big challenge. Getting started then can be a hurdle, but with a little bit of time and a good look at current data, it doesn’t have to be. Here are a few of ideas to get started with your own data-driven email marketing:

  • Set goals – Before you throw out your old data and start collecting new information, take a breath and think about what you want to do with data in your email strategy. Personalization is one of the top priorities for email marketers and their subscribers. If you want to be able to add a name to the subject line, send localized email content, or personalize images based on gender, then you’ll need to have names, geographic location, and gender in your database. If you want to send emails to hit at certain times, you’ll want to know time zones at the very least.
  • Use what you have – You don’t need to start from scratch. Chances are good you have some decent information about your leads/customers already. Take a look at what your email marketing is telling you about what your customers like. Links clicked on certain products or articles tells you what they’re interested in, also check out when they open the email and finally keep track of any purchases made through an email.
  • Look at your current channels – 59% of marketers say social media and websites are the best places to collect data on their leads and contacts. You can post questions or surveys on your social media sites to collect more information on what your customers are interested in. And then use analytics to understand what people are looking for when they come to your website. Of course, emails are also an excellent way to collect additional data on your subscribers.

The key to making any kind of changes to your email marketing is to take it slow. You don’t want to change everything at once, you’ll never know what is driving positive responses that way and you may drive yourself crazy in the process. Make a few changes, keep an eye on your important stats and see how things go. Adding a little personalization to your emails will probably produce some great results. Once you get started, you’ll want to use more of your data for your marketing. For more inspiration for your data-driven email marketing, check out the infographic below.

The Eye-Opening Truth About Data-Driven Marketing - Infographic by Campaign Monitor