Big Data is one of the most difficult yet rewarding and valuable elements of marketing. The name almost speaks for itself - it's about collecting, and then processing and analyzing, a huge amount of information. How to use the collected data in email marketing? What is the future of such action? Read on to find out!
Until a few decades ago, all customer information was collected through forms or surveys attached to purchases or filled out stationary in the store. Today, thanks to the Internet and several other technologies, it has become possible to aggregate thousands of traces left by a given user on the Internet. What could be such a trace? Search history, publications, tags or social media shares, and even individual clicks. Each such trace is part of a huge database called Big Data.
How do brands use the data they collect?
During the pandemic, when most of our time was spent at home and in front of our computers, data processing increased by 40%, generating more than a billion terabytes of data. Companies, realizing such a vast pool of knowledge about potential customers, take the time to sort out the information they need. Of course, there are all sorts of tools to help them do this.
By carefully analyzing information about each customer, companies better understand their needs and requirements. By tracing a consumer's exact journey on the site or collecting data about their passions, interests and pain points, they can receive, for example, personalized offers or be informed about brand activities that really interest them.
And what does email marketing have to do with it?
It's not a well-known fact that as time goes by, we become more and more indifferent to the advertising around us. Instead of watching a block of commercials on TV, we prefer to use the time to make tea, we treat huge billboards as part of the urban landscape, and we quickly scroll through advertising stories on Instagram with our finger. We are insensitive to most of the ads that appear around us because they are not the content we want - email is a different matter.
When we agree to send a newsletter, join a loyalty program or create an account on an online store, we are giving the brand permission to keep us informed about what we are interested in. And so, for example - if you have an account on the Netflix platform, you certainly receive series or movie recommendations from it. Many companies also use e-mail marketing to send their customers discount coupons for birthdays, for example. Many users also appreciate the fact that ISPs, via email, remind them of overdue payments, and an app like Uber sends an invoice for a ride.
Personalized in this way, emails are advertising (even if they contain bills or reminders) that consumers crave. They feel that a particular message was sent specifically to them because it informs them of activities from which they can benefit.
The ever-growing base of potential customers is also an excellent opportunity for the brand to improve its offerings and launch new products.
Golden rules
Email marketing is one of the leading digital channels in terms of return on investment, so companies are outdoing themselves in creating the best possible messages to stand out from the competition. What do you need to keep in mind when creating an email ad?
- Segment your audiences - and personalize your messages to provide more relevant content in your email campaigns, so that customers get the impression that you understand their needs.
- The title of the email - it goes without saying that you can't forget it, but just as importantly, you can enrich it with the addressee's name or company name.
- Automation - will allow you to send the most accurate information to potential customers during their buying journey.
- Monitor - statistics provide information about which campaigns or marketing tactics are performing best
You probably no longer doubt that big data and email marketing go hand in hand when achieving better results in marketing efforts. This formidable duo will not only give your business an edge over the competition, but also build tremendous sentiment of your brand with customers.
