[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/swiftdigital.com.au\/email-marketing-data\/#Article","mainEntityOfPage":"https:\/\/swiftdigital.com.au\/email-marketing-data\/","headline":"Collecting Email Marketing Data To Improve Strategy","name":"Collecting Email Marketing Data To Improve Strategy","description":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]Data driven strategies are successful strategies. When it comes...","datePublished":"2020-03-15","dateModified":"2023-08-11","author":{"@type":"Person","@id":"https:\/\/swiftdigital.com.au\/author\/sw1ft\/#Person","name":"Swift Digital","url":"https:\/\/swiftdigital.com.au\/author\/sw1ft\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/d798749f30425bff04d5ff357ac6dba94e073a4a8083725dfb894f9d04f4c5ee?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/d798749f30425bff04d5ff357ac6dba94e073a4a8083725dfb894f9d04f4c5ee?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"Swift Digital","logo":{"@type":"ImageObject","@id":"https:\/\/swiftdigital.com.au\/wp-content\/uploads\/2023\/05\/logo.png","url":"https:\/\/swiftdigital.com.au\/wp-content\/uploads\/2023\/05\/logo.png","width":300,"height":302}},"image":{"@type":"ImageObject","@id":"https:\/\/swiftdigital.com.au\/wp-content\/uploads\/2019\/03\/shutterstock_715029289.jpg","url":"https:\/\/swiftdigital.com.au\/wp-content\/uploads\/2019\/03\/shutterstock_715029289.jpg","height":667,"width":1000},"url":"https:\/\/swiftdigital.com.au\/email-marketing-data\/","about":["Email Marketing"],"wordCount":1946,"articleBody":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]Data driven strategies are successful strategies. When it comes to building an email marketing strategy, it’ll do your ROI a world of good if you learn to collect and use email marketing data. If you want to win, you\u2019ve got to crunch the numbers.In 2020, most businesses have access to an amount of data that would have made any company a couple decades ago green with envy. There\u2019s market and industry data neatly collected, collated and analysed all over the web, and when it comes to your own business data, it\u2019s all readily sourced from countless across marketing channels and your sales CRM.In a nutshell: you have plenty of data, and you shouldn\u2019t let that go to waste.Using email marketing data to inform your email marketing strategy will not only improve your ROI, but will help to create more opportunities for further data collection, and therefore inform further strategic moves.Let\u2019s look at how you can collect, and use your business\u2019 email marketing data to inform your email marketing strategy:[\/vc_column_text][divider line_type=”No Line”][vc_custom_heading text=”Collect as much (high quality) data as possible” google_fonts=”font_family:Lato%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C700%2C700italic%2C900%2C900italic|font_style:300%20light%20regular%3A300%3Anormal”][divider line_type=”No Line”][vc_column_text]You can never have too much data. As long as it\u2019s sourced correctly, and quality assured, procuring as much data as possible for your business needs is a smart move.The more data you have to analyse and understand, the easier it\u2019s going to be to see what kind of email marketing strategy you need to build. Data informs your movements, and makes reaching your end goal a clear, mapped out process.Here are some tips for catching as much useful data as possible:Source available industry and market research data, where applicableEmbed analytical tools across all your different traffic accumulators (your website, landing pages, social media profiles, marketing and sales software)Use a Marketing Automation platform. These platforms not only give you access to the tools you need to have a competitive email marketing strategy, but they also have reporting tools to make data analysis easy and error-free.Integrate your Sales CRM with your Marketing Automation platform. Improve the quality of your contact data by syncing data between your CRM and automation software. This helps to build a rounder profile of each of your contacts, making it easier to discern behavioural trends across both your inbound marketing and sales funnels.[\/vc_column_text][divider line_type=”No Line”][vc_custom_heading text=”Compare the reports of similar campaigns” google_fonts=”font_family:Lato%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C700%2C700italic%2C900%2C900italic|font_style:300%20light%20regular%3A300%3Anormal”][divider line_type=”No Line”][vc_custom_heading text=”How do you measure effectiveness of email marketing?” font_container=”tag:h3|text_align:left” google_fonts=”font_family:Lato%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C700%2C700italic%2C900%2C900italic|font_style:300%20light%20regular%3A300%3Anormal”][divider line_type=”No Line”][vc_column_text]Every strong email campaign strategy starts off with a clear, measurable goal. Once you\u2019ve got your campaign\u2019s goal in mind, you can utilise the data collected from past campaigns which share the same goal. You can learn from the reports of past publications, and use the statistics to inform a strategy that capitalises on what\u2019s worked, and what hasn\u2019t.If your company has been on the marketing automation software bandwagon for a while, then you\u2019re at an advantage. Marketing automation platforms provide reporting tools that make publication comparison and analysis a breeze.It makes no sense for past publications to be left for dead; the data collected from previous campaigns can help your business hone your future campaigns, and build an email marketing strategy that works for your unique audience.[\/vc_column_text][divider line_type=”No Line”][vc_custom_heading text=”Empower contacts to share useful email marketing data” google_fonts=”font_family:Lato%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C700%2C700italic%2C900%2C900italic|font_style:300%20light%20regular%3A300%3Anormal”][divider line_type=”No Line”][vc_column_text]A readily available source of extremely valuable data is your contact base itself. If given the opportunity, where there is clear value both ways, most of your subscribers would willingly supply the data you need to build a successful email marketing strategy.Relevance is key to a successful email marketing strategy, and it\u2019s for this reason that finding out what content each of your contacts prefer is invaluable.By replacing your subscription form with a Preference Center, your business can sit back and relax whilst contacts relinquish information on the content they want to receive; informing your email content strategy for the foreseeable future. And it\u2019s not just you who benefits; subscribers who have the chance to customise their subscription, and choose what they do and don\u2019t receive, are more likely to be engaged and less likely to unsubscribe.Other ways to source data directly from your contacts are:Collecting feedback via surveysIncluding polls in your emailsHolding competitions which collect data via form submissionRegularly asking disengaged contacts to update their preferences (via the Preference Center)[\/vc_column_text][divider line_type=”No Line”][vc_custom_heading text=”Get Agile! Create stories based on data, and test them out” google_fonts=”font_family:Lato%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C700%2C700italic%2C900%2C900italic|font_style:300%20light%20regular%3A300%3Anormal”][divider line_type=”No Line”][vc_column_text]We\u2019ve already talked about utilising the reporting data from previous publications, but now it\u2019s time to consider one of the most useful ways to make use of past data.By building out fully fleshed customer stories, based off of the assumptions you make from analysing past data, you essentially take on the role of scientist as you hypothesise, experiment (by deploying relevant strategies) and circle back to see if your hypothesis was right or not.This method is taken from the concept of Agile Marketing, and is a way to test out assumptions made from reviewing data, so that your official strategy is as solid as possible.[\/vc_column_text][divider line_type=”No Line”][vc_custom_heading text=”What are the steps involved in using email marketing data to experiment?” font_container=”tag:h3|text_align:left” google_fonts=”font_family:Lato%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C700%2C700italic%2C900%2C900italic|font_style:300%20light%20regular%3A300%3Anormal”][divider line_type=”No Line”] Review past publication reports (from relevant, similar campaigns)Write stories based on the assumptions you make from your report analysis (e.g. Contacts are more likely to convert when they receive an email after 5pm that addresses them by their first name in the subject line)Segment a part of your target audience to test out this theory via a published campaignReview the report of your tested campaign and see if your hypothesis\/story holds waterRinse and repeat with as many stories as possible before deploying a well tested campaign to the majority of your target audience [vc_column_text]You can use a similar process based off of the stories you concoct from data sourced elsewhere. Other business data you may have collected from events, social media, website analytics, market research, and more – can also be used to build assumptive hypotheses that you can test out with split tested email campaigns.Wherever you source your data from, you can ensure that the message you take away from your analysis is on the money by testing it out through relevant email strategies.Coming up with a successful email marketing strategy off the top of your head is near impossible. The good news is that the best way forward is also the easiest. By reviewing and analysing as much email marketing data as possible, you will gain the insight you need to design a strategy that achieves exactly what you want it to.Use your data, don\u2019t let it go to waste!At Swift Digital we offer a marketing automation platform that sources data across multiple channels; providing reporting tools to make analysis a piece of cake. Want to find out more about how automation can improve your email marketing strategy? Talk to our experts![\/vc_column_text]  [\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_custom_heading text=”The Preferred Email, Events and SMS Automation Software For All Australian Government Departments” google_fonts=”font_family:Lato%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C700%2C700italic%2C900%2C900italic|font_style:300%20light%20regular%3A300%3Anormal”][divider line_type=”No Line” custom_height=”30″][vc_column_text]Swift Digital\u2019s templates help you effortlessly create stunning emails and events communications using our drag-and-drop email and event builder.You can raise engagement with embedded images, videos, polls, article feedback, and emojis and schedule messages to send at the right time.Government departments’ unique marketing requirements are covered with Swift Digital, and full compliance with all anti-spam and privacy laws is guaranteed. Swift Digital is also ISO 27001 certified.Swift Digital is Australia\u2019s leader in marketing automation software and event management working with organisations like the NSW Government, ATO, and companies like Westpac Bank and Qantas.Find out why we\u2019re the Australian government department\u2019s number one choice for their professional communications and events.To find out how your business can get the best out of Swift Digital\u2019s platform,\u00a0contact our team\u00a0today.Don\u2019t forget to share this post![\/vc_column_text]   Share   Share   Share [\/vc_column][\/vc_row]"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Collecting Email Marketing Data To Improve Strategy","item":"https:\/\/swiftdigital.com.au\/email-marketing-data\/#breadcrumbitem"}]}]