Big Data and Email Marketing: Cutting the holy crap!
Are you going bananas hearing about big data on every new email marketing blog? Are you tired finding out the divine connection between big data and email relevancy? Monks are here to bless you! Let’s take a deeper dive and understand what exactly big data is and how it makes email marketing more relevant?
Big data is a collection of large data sets which are too convoluted and hard to capture, store, search, share, transfer and analyze. According to Forrester Research, marketers will blast out a record number of 258 billion emails by the year end. That said; every marketer will have a huge segmented list of prospects and customers, staggering stats and countless analytics from each program for every particular email subscriber. This makes the data big and challenging to analyze.
So, what to do with so much data on hand and how to make email marketing better?
The answer to such a question is simple – Identify the most relevant customer data sets and then based on analysis from these datasets, come with a more personalized targeted email campaign.
These are the 5 key big data sets, must check for all marketers:
- Email Response Data:
First level email interactions include metrics like open rate, click rate, click to open rate, conversion rate and other related metrics. This will straight out provide you detailed information on the interest level of every subscriber or customer.
- Web Behaviour Data:
Look at the visitors on your website and analyze their behavior. Check how they like to browse your website. See, if they get converted or leave the checkout process. When do they quit? What’s the ideal time they stay on the site? Monitor the behavior over time and then based on such behavior, come up with a customized card abandonment email and other type of triggered or automated workflows.
– Past Purchase Data:
As it self-explains, analyze the past buying behavior of consumers and then try and link it to cross sell and up sell emails. This will motivate them to take the next step. Personalizing and customizing emails based on such data set improves the overall email productivity.
– Social Media Behaviour and Consumer Sentiment Data:
Now that data would be really big! So many people follow you on twitter, like your page, comment on your blog,share your update and so on! Connecting to all of them is very important so that email marketing becomes easy and effective. Group the social data channel wise and see the best way you can capture their email address, take the permission and personalize this big email list data set based on their engagement and brand advocacy.
– Mobile Users and Device Data:
With an increase in the Smartphone user base worldwide, there is a need to analyze the device based behaviour of consumers and prospects. It is imperative to create responsive mobile emails that can render well across the platforms and devices. Identify the visitors and maximum opens for devices and try and adapt to device specific customization, if required using such big data.
Now, once you realize you have such a big data available to you to play with, start utilizing it effectively in a nimble way. Use statistical modeling, predictive analysis and other quantitative techniques for evaluating such data. Based on the findings and objectives you want to achieve, Plan, prioritize and optimize your email communication.
Summing up, big data is more of a catchphrase and with an advance in technology capturing big data is easy. The only challenge is to focus on core of email marketing process making the campaign more effective. Make it more relevant, personalized, and dynamic based on the individual subscriber preferences and behavior, analyzed from such big data. And there you go – All set to take off!
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