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A Data-Inspired Guide to Email Marketing

The Data-Inspired Guide to Email Marketing

It’s no secret that we are a culture of multitaskers. It’s more common than ever to see someone sitting at their desk with a cell phone in one hand, the other typing on their laptop, all while contributing ideas on a conference call. 

That means we don’t have the time or patience for irrelevant ads and emails. Sometimes we delete emails without even reading them – especially if the subject line is overtly promotional or dull – and forget the emails that are filled with seven different fonts and chalk full of outdated stock images. The truth is, we don’t often engage unless something truly captures our attention or helps us do our jobs better. It also means that when we do take the time to read something we are often quite critical of the content – you know, “you got my attention, now dazzle me.”

That being said, 87% of B2B marketers cite email as one of the top methods for driving leads into their sales funnel.1 So, you may think it is a perfected practice, however we receive daily requests from our customers asking for ways to improve the results of their email campaigns. The email game continues to change and new findings are always being revealed – including the importance of data quality.

Let’s face it, the old-school technique of batch and blast just doesn’t cut it, which is why we’ve created Data-Inspired Guides to Sales and Marketing. We want to share how data impacts each initiative you execute, and by understanding the inner workings of a successful strategy, how you can reach your sales and marketing goals. Plus, it never hurts to brush up on those foundational email skills. Sometimes by going back to the basics, we generate the strongest returns.

This first eBook will cover key email marketing topics, including: 

·         Why segmentation and targeting are the most difficult, yet most rewarding tasks

·         How to utilize quality data to create a campaign that gets readers to click

·         Why you need to “cool it” with the aggressive subject lines

·         How to seamlessly automate the measurement of your campaign’s performance

Of all the things I’ve learned as a marketer over the years, one of the most important is that great marketing starts with great data. If I know who I am writing for, and what we are trying to accomplish, it makes my job that much easier. I avoid spending time and money on those who are not likely to respond to or engage with my message.

Having a foundation based in quality, actionable data allows you to reach the right audience with the right message at the right time. This is especially true when it comes to email marketing. No matter what marketing role you play within your organization, it's important to have a deep understanding of today's modern marketing landscape and how data management impacts your objectives every day. With all we have on our plates, it’s critical that we work smarter and optimize every aspect of our strategy. So, what are you waiting for? It’s time to get data inspired.

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