How To Use Data To Drive Your Marketing Campaigns?

For marketers who use email to trigger clients, it is necessary to sort data and then use it to enhance their website. You need to fuel data in such a manner that it would boost your current market conditions.

Finding data is never an issue, all you need to know is what kind of data is exactly required for your campaigns. Every portal offers analytics dashboard so you can track your results. Knowing the type if the data required for optimising results are a major concern.

Here you would get to know how can you use data to boost your campaigns and then find appropriate data that could help you enhance your work even before the launch of your campaign. Along with this, you will also get an idea to leverage data to get better results.

Being a part of the digital world in a way is very helpful for people in marketing. Earlier if we had to know the progress of any work we had to have face to face conversation and then have an idea of the same. But nowadays all of this is a click away. In the digital era, you can track the speed at which your campaigns are running. Whether you need to know how many people have seen your ads or if you wish to know the ROI generated, you have all.

In the offline era, you had to guess and accordingly come up with models to see whether your campaigns are working or not. But now, be it any medium social sites or email data rules the online world. But this is not so easy. You might have noticed how your emails are flooded with content from various forms you subscribed to. Those might be helpful, but generate a lot of disagreement to some customers. Managing data is very important.

Trinity is a framework designed to have a better knowledge of analytics. Finding specific data and then use it to optimise your marketing campaigns. It comprises three major elements

1. Behavioural Analysis

It determines the reactions of customers after receiving your emails. Basically a metric used to determine the after effects of sending emails. These incorporate various questions

A. Do people open your emails?
B. If yes, then do they click on the links provided.
C. Which kind of emails receives the most clicks.
D. Do you have subscription after receiving such emails?

Most of the marketers imply this to have an idea and determine what next. Since the collection of this kind of data seems easy, it is fed to email marketing campaigns as a metric that they can display on the dashboard.

2. Outcome Analysis

After an email is sent, it turns necessary to track the results. This metric is concerned with knowing how to reply to customers emails. Questions arising in these metrics are

A. The number of people purchasing your products.
B. No of subscribers received per email sent
C. Average revenue earned per email sent.
D. Average no of customers turning into leads.

Most of the marketing managers prefer behavioural analysis, but chief executives only crave for their business earning a profit. If you show your chief executives the result or the profit your campaigns earn after sending emails, they would change their perspective and change their impact towards your organisation.

But this does not seem enough. One of the most important issues marketers face is knowing what would drive or enable a particular customer to react to your emails.

So here the final element of Trinity comes into play.

3. Experience Analysis

This metric helps to determine what a customer thinks and what do they want. If they are doing something, then why do they do this.  These drives questions like

A. Why do certain data lead to subscription
B. Why some turn customers to lead?

Knowing how can emails help to drive optimal results you need to know how to use data effectively,

i. Segmenting your Audience

Many times it happens that you are flooded with emails that are no or very less important to you. This arises only when those companies fail to segment their audience effectively. Segmenting and then sending emails could increase their sales by 58%.

The factors on which segmentation could be done

A. Geographic

Based on regional boundaries divide people. People from certain cities react or respond in a similar pattern.

B. Demographic

Segmenting people based on age, gender, occupations, marital status and others. These drives a particular section of people to act in a particular way.

C. Behavioural

Finally comes the way people react to your emails. Based on how they respond to your emails you can divide them into a particular group and then send emails.

ii. Tailor your message

Once you have divided your customers into different segments, note the pattern each reach and then accordingly sent emails that would be helpful to them and benefit both you and your customer on the whole.

iii.Time your message

You would have, a well-designed email ready with you. Good and appreciative in all ways but if you seemed that at a wrong time, then all your efforts go in vain. It is important to time your message properly. Conducts trails to find at what time you get festive responses and then act forward.

iv. Analyze results

Now marketers follow steps to increase their profits

A. Collect all data from metric concerned

B. See how these data affect their business

C. Think of ways they could enhance their profit.

As you have seen how emails could be effective in determining data that could boost your marketing campaigns and also techniques to improve your profits, be wise and take appropriate steps.