Email Marketing to Witness Big Data Benefit


Technology is the driving force behind rapid change across every single industry around the world, with cloud computing, artificial intelligence, machine learning and blockchain being a few good examples of how advancements have disrupted consumer and B2B markets.

In the marketing sector, businesses now have access to even more consumer information than at any point in history. This should point to an era of unparalleled ease in pinpointing ideal customers, interests and channels to engage with prospects. However, it has proven to be not that simple.

The great challenge facing companies that adopt new technology is figuring out what to do with the copious amounts of data they have coming their way. Data complexity sits at the top of the problem pile with companies not sure how to drag the value from this exponential increase of available data streams.

Personalisation

The emergence of big data analytics offers excellent solutions as it provides a simple framework to examine and digest large sets of data and pull valuable and actionable insights from them.

If you wanted to maximise ROI from an email marketing campaign, every email has to be presented and structured correctly. Personalised emails generate a 600% higher revenue than generic ones.

Big data analytics facilitates this personalisation by providing companies with access to important information about those listed on the sender list, such as names, locations, interests and preferred products and services. By directly appealing to every customer’s individually wants and needs and addressing them personally, the marketing sector can gain the most valuable headstart over their competitors and be able to create personalised discounts and promos tailored towards each recipient based on their browsing and interests online.

Predictive Analysis

Marketers tend to have to look at future trends rather than focus on what is currently working to stay ahead. Forecasting future demand is about providing valuable insights that can determine upcoming marketing campaigns to improve success rates.

Big data and artificial intelligence can be implemented to better determine and predict consumer buying habits, such as tools to predict the likelihood of future product purchases from specific customers and their interest in similar products, offers or campaigns.

Big data can also help develop more accurate automation strategies triggering specific criteria. This may include personalised welcome emails to subscribers, cart abandonment alerts and customer retention emails when a customer has not purchased in a long time. These processes can be automated and improved through big data analytics and save the company a lot of dead time.

For more information on the power of big data analytics and any upcoming data analytics conference, check out the upcoming events from Whitehall Media.