How To Use Data Analytics To Improve Email Marketing Campaigns

email marketing

The use of customer data is one factor that may assure the success of your email marketing strategy. It allows you to personalize, segment, and automate so you may deliver timely and appropriate emails.

With over 350 billion emails sent each day, how can you ensure that yours is opened? Emails give the highest ROI, but only if they reach the right people. Let’s discuss how to leverage user data to enhance your email marketing campaigns.

How Can Data Analysis Be Used In Email Marketing Campaigns?

Email marketing is not dead at all, but it is shifting. With data analysis and insights, you can take your email marketing campaign to the next level. You may utilize data to learn about clients and what material connects with them and which does not.

You can also test how consumers respond to certain offers and promotions and optimize your marketing efforts accordingly. This allows you to generate customized messages relevant to each customer’s eyes to increase engagement rates. Finally, with quick responses, a two-way consumer connection becomes feasible.

Sending a mass email at once to your target audience is an intelligent way to make your email marketing campaign successful and less time-consuming.

Types Of Data That You Should Consider Using

Several data types can be used as the base of your marketing strategy. You can decide based on your main objective. Here are the main types of data:

Demographical Data

Demographic data comprises essential information about your target audience, such as age, location, gender, etc. You can easily acquire it from the information users supply you with during signup. Furthermore, these particulars are constant and dependable.

Transactional Data

Taking advantage of your E-commerce platform can quickly help you get all the transactional data that happened on your website. This information comprises the first and final purchase items, the date, the number of previous purchases, the average order value, the amount spent, and the product purchase history.

This data will improve your email marketing campaign by making it more personalized for your customers and help in improving your email marketing ROI.

Behavioral Data

Understanding your audience’s interests is critical to conducting an effective campaign. Behavioral data is an accurate predictor of knowing that. It can be gathered from emails that your receivers open and those they do not open.

Consumer Preferences

Consumer preferences are usually dynamic as most peoples’ likes and dislikes change as they evolve. This data can be found by looking at your subscriber’s favorite brands, products, preferred sizes, and much more at a particular time.

4 Ways To Leverage Data Analytics For Email Marketing Campaigns 

Here are four tested ways to use analytics to make your email marketing campaigns more successful:

  • Segmentation

You may segment your email list using data analytics. This can assist you in providing customized marketing communications. Highly targeted segments are created by merging demographical, preferential, and transactional data. It has the potential to account for 58% of total income. However, research shows that 42 percent of marketers are still not utilizing this method.

  • Personalization

Many successful email marketers have reported 6x more ROI in their email marketing campaigns by making their campaigns more personalized. You must add consumers’ desired products and services. 

Additionally, adding a coupon code inside your email that they can redeem at checkout may entice them more. Personalized emails are the most common email marketing strategy.

  • Timeliness

Sending the proper emails at the wrong time might render your company’s email marketing effort ineffective. You may have put a lot of thinking into it, but your receivers will just dismiss it if the time is off.

  • Automation

Data analytics is the only thing that makes automation feasible. You can’t segment your audience to send emails automatically if you don’t know what they’re interested in. You might have an email automation platform but cannot use it effectively without critical user data.


Email marketing, like all other technologies, is evolving with time. Consequently, you can now automate and customize email marketing, which was previously impossible. Making some simple alterations in your campaign by looking at your consumers’ data can help you create successful email campaigns.

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