Beautiful emails matter. A well-organised, well-written email offset by nice graphics and an easy-to-navigate template is more than likely to increase your click-through rate. In an ideal world, there would be more than enough time to design a striking email AND make sure you are using the data you have on your subscribers to generate the most return on your time spent.
However, most of us operate in a professional environment where time is very limited. Almost 50% of email marketers reported that they spend two or more hours on the creative elements of emails they send, to the detriment of using the data they have to its fullest. As you try to prioritise your email creation funnel, how do you rank design and data?
First, it’s important to note just how critical data is becoming to the success of your emails. Beautiful designs alone just aren’t enough to cut it anymore. Consumers are continuing to expect personalised experiences online, right into their email inboxes. The data you have on your subscribers can help deliver that unique experience.
While there are many ways to get even more data, your first priority should be identifying what data you have that can improve your open and click-through rates.
Over 40% of email marketers report having at least some data on their email subscribers. While there are many ways to get even more data, such as identifying the anonymous users on your website and emailing them personalised emails, your first priority – even before designing those beautiful email templates – should be identifying what data you have that can improve your open and click-through rates.
If you only have a small amount of data and need to prioritise what to use, here are the top three areas that can improve your email stats:
- Segmenting your lists: Segmenting your emails based on the data you have, such as gender, age or income level, can improve your email open and click-through rate by as much as 21%. Use this data to suggest products or services popular with the specific target demographic.
- Personalised information: Adding a name or location in your subject line can increase email open rates by 10%. You can get even more granular by offering suggestions based on website browse history or past purchases, if you have this information.
- Personas: The broadest, but still effective, measure for emails backed by data is to create email personas based around large groups of data you have on your email subscribers. If, for instance, you know that most of your readership is female, married and 35, you can write your emails with content and tone directed to this audience. Although not as personalised as segmented, targeted emails, this type of email is still effective in speaking to a large portion of your readership in a language and style that is attractive to them.
If you’re struggling to capture data in the first place, or are unsure of where to begin when it comes to targeting your emails, applications such as Mojn Performance Email Targeting can help. This solution helps you select completely tailored recommendations for your subscribers so they can enjoy a unique email experience and you can work efficiently and effectively. The best news is, you’ll be able to capture and track data on how your subscribers respond to your targeted emails.
The goal is to get working smarter, not harder, to get results in your email marketing.