How email marketers can use data to tackle inbox overload – SmarterCX


The average professional sends and receives 127 professional emails per day. It is a large part of the time spent on a communication channel.

But often, email marketing, especially in retail, send large amounts of emails because they may feel pressured by those who think it generates income. More shipments make more money, in theory.

However, email marketers also recognize that e-mail file health is critical. In this case, “health” means an email that provides customers with content featuring relevant products and promotions that meet their specific tastes and interests.

Email marketers want to engage customers to open emails, click links, and make purchases. However, high volumes of sent messages lead to email fatigue. Subscribers will stop engaging or, worse yet, unsubscribe.

Should you send fewer emails? This might make sense, but the solution is more nuanced.

The ideal email

Ideally, you send emails that:

  • Functionality relevant and engaging content that generate more sales.
  • Meet the interests and tastes of the customer through personalization.
  • Use content strategically to maximize returns on creative assets.

In other words, think of email strategically rather than using basic segmentation or a single, high-volume approach. To adopt a more effective plan, ask yourself the following questions:

  • When is the right time to send emails to customers?
  • How do I prioritize my content and creative resources?

Smart retailers focus on sending the right content at the right time to every subscriber. It sounds simple, but it takes a lot of work.

At the same time, it is also important to identify and remove the worst performing content and the worst times to send an email. These guidelines can help avoid costly mistakes that can lead to unsubscribes. So what is the solution?

Data makes the difference in email marketing

The advantage of email is that it makes it easier to collect data that can improve the user experience. You can quickly see if emails are open, as well as clicks and unsubscribes. At the same time, you can start to identify what resonates the most with your audience and prioritize the right content.

The first step is to establish a baseline of performance for opens, clicks, sales, and other metrics. Use it as a benchmark to compare the performance of other creative assets for a specific audience. From there, you can rank each piece of content based on conversion rates.

At the same time, start to correlate the quality of content and the time it takes to send emails. When does above-average content perform well and when is it worse?

Email Marketing Can Be A Numbers Game And Success Comes Ultimately leverage high quality data and content to deliver campaigns that generate results.

Don’t fall into the trap of volume alone. Your audience is probably already receiving too many emails. If the content you send them is irrelevant, your email performance will suffer and customers will disconnect you and take their business elsewhere. That is why it is advantageous to offer a data-influenced e-mail “regime” that not only meets your business goals, but also the changing desires of customers.

By using the data to guide your next steps, you can tailor communication based on customer preferences while further exposing the product catalog and improving performance of existing email content. This approach allows retail marketers to achieve short-term action and leave customers with a greater propensity to click and buy more in various categories.

Whether you’re a B2B or B2C marketer, or both, here are more resources for you.

Download the Personalized Marketing for B2B Marketers eBook here.

Download the Personalized Marketing for B2C Marketers eBook here.

To learn more about the tools you need to be successful as a digital marketer, check out Oracle Marketing.


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James glover

James Glover is President and CEO of COHERENT PATH, where he helps retailers transform their email program into a modern, data-driven, revenue-driven channel. Prior to Coherent Path, James was Vice President of Sales at Desktone where he was responsible for accelerating customer adoption and growing revenue from zero to over 100 customers he sold to through world-class partners such as Dell and Time Warner Cable. Previously, James held senior positions at Memento (acquired by Fidelity Information Services) and Watchfire (acquired by IBM). He graduated from the University of Toronto with a Bachelor of Commerce.


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