Janis Rose, the Co-Founder of Mailigen, was a recent guest on B2B Nation. The series, which is hosted by TechnologyAdvice, is a podcast for B2B sales and marketers with expert opinions & advice on the most important topics in B2B sales and marketing today to help you evolve and push your strategy forward.
In this episode, we discuss data in email marketing including the most useful data to pull from campaigns, whether or not too much data can be bad, and how much of your email marketing should be driven by data.
Below are four key takeaways from the conversation.
1. There’s always a way to find the signal through the noise, and A/B testing is a great tool to do so.
I, myself, could get lost in data. The worst thing that happens is you start procrastinating and your decisions get blurred. The easiest way to move forward is to say, “I’m going to do at least two or three variations of the ideas that I have.” For instance, we have a subject line advisor tool that you can test your subject lines without actually sending them out, or you could just use the same basic A/B split testing tools, and deliver two different subject lines for two different calls of action and don’t procrastinate, and really look at what’s winning and just move forward.
2. If you have too many variables you can definitely start procrastinating, and that’s just the worst thing that can happen.
I’m seeing this with one of my clients that has been with us for three years; he hasn’t sent a single campaign. I was talking to him. We were sitting down, over the lunch, and I was like, “What’s happening? You’re paying us money but not sending campaigns.” And that’s just ridiculous, because he looks at his email list– and it’s not small. He’s in the service industry. He has 5,000 customers. And he says, “Yeah, but I don’t know where to start.” He doesn’t even have the data, but he’s been procrastinating so long. Imagine somebody who gets actually started, but then he gets lost in what should he optimize or what not, which data should he focus on or which data point. Procrastination is a killer.
3. You should always have a welcome series, an onboarding series, a sales education series for your subscribers.
What you can do is set up a simple automation series, and then on the side just running regular campaigns. Then you look at the campaigns that are getting the most engagement, and then you’re improving or updating your series with the content that has actually gotten the best response, and then use that automation series as your benchmark and then just optimizing against that. You kind of always have the best content or the best email inside your automation strategy, and then you’re testing against that.
4. What we’re focusing on in 2016 is bringing more automation features to the users, our clients, and that’s more acting on engagement from the customers.
So this is about send time optimization. You listen when people actually are opening the emails you’re trying to deliver, and also reacting on their behavior. Have they opened or clicked their emails? Have they clicked a particular product instead of just opening an email? A lot of people will optimize. Also data enrichment is something very interesting. You have your email addresses. But using the social media and data that’s just floating around on the web, you can really get a lot more in-depth information about your users and customers and use that for deeper segmentation and targeting of the content and your emails.