EDM email marketing revolution in the big data age

According to research, this year's EDM Mail Marketing has increased by 63% compared with last year. Many methods can collect user data for you, which can help enterprises improve their precision in marketing, relevance and execution.

A recent study shows that more than half of China's top 800 enterprises still use their past experience and intuition to make decisions. Only 11% of enterprises use data to support these decisions, and "data" is still not an important resource for these enterprises.

Currently, most emails can be interpreted in two words: Batch mail and explosion mail. However, users only feel "blow up, they were so overwhelmed by this pile of irrelevant emails that they were not very fond. We didn't really think about it from their perspective. We should send more related content so that they can deeply understand the convenience that email marketing brings to them, rather than just filling them in.

So why can smart marketers use user data to make their email marketing more targeted, more precise people, and better foresight? What is the data carrying, what role does it play? Data-driven email marketing should meet the following standards:

L The independent open rate is roughly increased by 70%

L independent click rate increased by approximately 55%

L roughly increase the resource utilization by 300%

L roughly increase the conversion rate by 225%

It looks terrible, but after reasonably collecting and using the data, you will find that this is not so outrageous. As an email marketing service provider, focussend shares relevant experience. We will teach you how to identify customer data and create a targeted content without huge data while mining customer information to improve the marketing effect.

Figure 1: EDM email marketing revolution in the big data age

4Customer Data Types

Sort by importance. The following four main data types are required by each marketer.

Email interaction data:Email interaction data is reflected by mail opening rate, click-through rate, conversion rate, and related indicators.

Interactive website data:Collecting the web interaction data of a recipient can help the marketing staff to gain an in-depth understanding of the customer's browsing habits, and analyze the customer's behavior habits. When the user gives up the shopping cart, the user can also organize policies based on the situation, for example, after analysis, you can know what kind of email marketing is most effective.

Historical purchase data:The customer's previous purchase data is very valuable. This data can predict the next step for consumers. By observing the purchasing habits of users, you can determine what kind of products are recommended to users for better effectiveness.

User preference data analysis:The user data also needs to collect the user's location, age, and Gender. Maybe the data is not as effective and reliable as the recent purchase records or web interaction data, however, it is still valuable positioning data.

After determining relevant user data, the next step is to segment behavior based on collected consumer data to ensure that they can produce similar consumption. For example, in some trigger mails, some special content is included to increase the consumption probability.

In the big data era, focussend recommends that you constantly learn about the benefits and disadvantages of big data and use it effectively.

Tips:

First, it is important to constantly update and reevaluate the data. The data also has a long life cycle.

Second: constantly improve the email test platform to ensure that it can play its due role.

The big data era brings great opportunities for email marketing, but whether it can seize and exert all its capabilities is a question we should think deeply about.