According to MarketingProfs, about 205.6 billion emails are sent every day… that is 88 emails for every human on Earth! And with 3,800% ROI, and $38 in return for every $1 spent, email marketing is far from dead.
However, devoting more of your budget to email campaigns is just half the battle to garnering decent returns. Many companies create one-size-fits-all email programs, or are not confident about the way to utilize their data in this regard. In fact, only 37% of respondents in a Business Insider study believe they use data-driven marketing “very successfully.”
Continue reading to learn how your company can master the art of campaign optimization.
It’s not always about volume. Would you rather send an email to 1,000 people and have 30 convert or to 200 people and have 50 convert?
Segmentation is key. According to Campaign Monitor, campaigns that are sent to segmented lists can generate up to a 780% increase in email revenue.
Start by defining audience segments and identifying high performers. Once you understand their common demographics and firmographics, you can find look-alikes who match this criteria and develop buyer personas.
Sending to hyper-targeted lists will yield more qualified leads you can pass onto sales. And depending on the size of your team, deploying to a smaller list may prove to be more beneficial for follow-up. After all, sales professionals have not yet been replaced by robots! There’s only so many conversations a rep can have in one day without 1) feeling overwhelmed, and 2) missing out on potential buyers due to poor timing.
Once you understand your segments, you can create and organize personalized content and targeted messaging. In fact, according to Ascend2, personalizing the customer experience is a top priority for 70% of marketing strategies.
And it works.
MarketingProfs reported that personalized emails have 30% higher CTRs than their non-personalized counterparts. And ITSMA reports 75% of executives will read unsolicited materials that might be relevant to their business.
Of course, this should come as no surprise. While individual needs and interests will vary by audience, one thing remains constant: everyone is busy. And no one wants to read generic cookie-cutter messages anymore.
- Email Cadence.
According to HubSpot, 50% of leads are not ready to buy at the first touch, so lead nurturing is the best way for marketers to reach them. As you collect demographic and behavioral data on your prospects and customers, think about what it can tell you and how you can use it to communicate with them on an individual basis. By leveraging the technology available today that allows you to automatically respond to customers’ actions, interests, and preferences, you’ll build both relationships and revenue.
Rather than conducting hours of tedious research or going off subjective feelings, sales and marketing teams can tap into tools to expedite the cadence and make it feel more personal. We can’t emphasize this enough: don’t just rely on your gut when determining who to reach out to and with what messaging. If you’re going to reach out to the same people multiple times, it needs to be with relevant content. Otherwise, they’ll just opt out after the first touch.
About half of the respondents in the Ascend2 study reported that data quality and completeness is a barrier to their success in data-driven email marketing. Email is one of the most effective and efficient channels to feed your marketing and sales funnel – don’t let a one-size-fits-all approach hold you back.
Looking to optimize your email campaigns? Get complete and correct data with a market intelligence solution like ZoomInfo.