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Creating Data-Driven Email Marketing Campaigns

Creating Data-Driven Email Marketing Campaigns

Nobody likes spam emails. Especially non-targeted, non-personalized emails like Including vegans in your discount steak email blast. It wastes your time and, more importantly, makes them mad. 

A well-targeted email, however, can drive sales significantly. The vegans on your subscriber list might respond to ads featuring your organic vegetable farm better than they would ads for the latest steak deals. 

Modern email marketing campaigns rely on quality data. 

How Does Data Drive Marketing Campaigns?

As a marketer, if you care about email campaign optimization, you need to utilize customer data. The kind of data that you require depends on your goals. 

Companies interested in increasing brand awareness will focus on slightly different metrics than companies looking to increase sales. 

For instance, you might decide to look at your open rate. How often do customers click on your email? Do they click on your internal links? This kind of information can tell you a lot about your campaign. A low open rate means you should head back to the drawing board. If you find that your customers are opening and engaging with your messages, it’s a sign that your email marketing campaign is working. 

The next step might be to look at your conversion rate. You know they’re looking at your email- but are your sales increasing? If your campaigns have a low conversion rate, it’s time to tweak the messaging or the product. 

To get a complete picture of your customers, you can create a 360-degree customer view. This is a comprehensive view that gives you access to multiple data points at once. Targeted email marketing is far more effective when you have a lot of data to work with. Closed-loop attribution is also possible with proper tracking, giving you a chance to see exactly how much your data is worth. 

Incorporating Data into Email Marketing

Once you have customer data, there are many ways you can put it to use in your email campaigns. 

Segmenting Audiences

A 360-degree customer view lets you organize your customers into segments. You can tailor your messaging to suit each particular segment. 

Your segments can be based on demographics, geography, behavior, etc. Customers who live in the northeast might receive ads for your winter parkas, while it makes sense to send California customers ads for lighter sweaters. Good segmentation helps you send more relevant emails. 

Optimizing Messaging

To improve your marketing efforts, you not only need to acquire customer data, but you need to use it well. 

Achieving a 360-degree view and segmenting your customers is the first step. Next, you need to fine tune your message. This is where data-driven marketing shines. You can tailor your emails to suit specific customers, which should result in increased sales. 

You might send special coupons on customers’ birthdays or product discounts to people who repeatedly browse your website but never make a purchase. 

Timing and Frequency

Every customer segment has its own needs. Understanding those needs can help you time your emails, so you get the best response. 

Pay attention to factors like time zone and day of the week. Your customers may be more receptive to receiving deals and product news at certain times. The middle of the night, for example, is often the wrong time to send an email. 


Data-driven marketing campaigns are proven to be effective. While you should collect as much information as possible, you don’t have to rely on your efforts to acquire customer data. 

The data you can reasonably gather yourself might be fairly limited. Consumers are savvy and may not easily give up their information. Instead, you can look at companies like Klover that collect zero-party data with the explicit consent of users.

Zero-party data is noteworthy because consumers willingly provide it. For example, people give Klover access to their banking information in exchange for cash advances. This gives Klover a comprehensive view of their purchasing history and patterns. You will be able to see precisely how Klover’s zero-party data helped your campaigns by utilizing closed-loop attribution, a method of linking marketing and sales data. 

Recharge your email marketing campaigns today with data from Klover.

Josh Lamb
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