Data-Driven Delight: Crafting Emails for Modern Audiences
For business professionals, the way they communicate with colleagues and clients translates to how they conduct their work. Emails are a key component of this communication. When written well, they reflect a brand's values and standards, as well as the professional nature of the business. This is why crafting quality emails is essential to long-term success and growth for any company.
Whether it’s a follow-up to an inquiry, a newsletter, or a transactional message, writing great email is all about knowing your audience. That includes determining the purpose of an email and understanding how it fits into your wider marketing strategy. It also means knowing the best time to send and how to optimize for maximum engagement.
Data-Driven Delight: Crafting Emails for Modern Audiences
With more information at their disposal, marketers can deliver personalized messages that drive better results. But delivering on this promise is easier said than done. Data-driven marketing requires more than just the right technology: It involves a change in mindset.
The first step in becoming more data-driven is rethinking how you approach each customer or user interaction. For example, if your data shows that an individual is interested in a particular product or service, you could alert them to its availability. In the end, this is all about identifying what will give people value and then making it readily available.
Another crucial aspect of data-driven marketing is having the ability to track and measure performance. With a comprehensive marketing automation platform in place, organizations can collect and analyze huge volumes of data and quickly create hyper-personalized experiences for customers. This process improves productivity, helps define ideal prospects more easily, and makes it easier to run successful campaigns.
But if you are going to get truly data-driven, it’s important not to lose sight of the privacy concerns. “Marketers have really got to get sharp on developing their own data governance and control,” says Snowflake’s Mello. Otherwise, customers will feel violated and the trust can be hard to win back. For example, sending off-target ads can be seen as a waste of their personal information.
If you’re not careful, it’s easy to overdo it on personalization. While it’s good to make the experience as relevant as possible, you need to avoid creepiness. Ask yourself if the data you are collecting genuinely helps each person exposed to it and be sure to build in opt-outs when appropriate. It’s also a good idea to survey users on what they find valuable vs. creepy, as well as integrate with a Consent Management Platform to honor cookie consent.
The bottom line is that data-driven marketing can be a game-changer for companies looking to deliver on the promise of a more individualized customer experience. To succeed, however, it’s imperative to get the mindset and technology in place first. It’s worth the effort to do so, as a data-driven approach can transform how a brand interacts with its customers and prospects.
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