Over the past few years, a number of digital marketing agencies have spoken up in defense of email marketing, noting that it remains one of the single best ways to reach consumers with your carefully targeted messaging. We’re proud to be one of those agencies. At enCOMPASS, we often encourage our clients to use email to their full advantage, sending their content straight to the customer’s inbox.

It’s critical to note that email marketing is not in and of itself a silver bullet. In fact, some companies spend a lot of resources on email marketing and see minimal return on their investment. The key to success is ensuring that your email marketing is actually driven by data, not just by guessing or speculation.

Why Email Marketing Matters

With that said, exactly why is email marketing so worth it? Why invest the time and money needed to get data-driven email marketing right?

There are countless statistics that testify to email’s ongoing relevance. Here are just a few of our favorites:

• According to Statista, the number of email users in the world now numbers close to three billion and continues to rise with each passing year.
• Email recipients are increasingly aware of, and drawn toward, mobile-aware email marketing designs. This suggests an openness toward email marketing when it’s done correctly, with user experience as a guiding concern.
• Segmented emails have an open rate that’s more than 14 percent higher than non-segmented emails. In other words, drilling down into the data about your subscriber list can actually have a discernible, practical impact.
• More than half of emails are opened on mobile devices; that number goes up a little every year. Again, taking the time to craft compelling, mobile-aware emails can pay a real dividend.
• According to Campaign Monitor, every dollar spent on email marketing bears a $44 return on investment. That’s an incredible value!

Using Data to Drive Email Marketing

Clearly, email marketing can be effective. To optimize its effectiveness, however, it’s vital to take a data-driven approach. The question is, exactly what does data-driven email marketing look like?

There are a number of ways in which marketers can use data to guide their email campaigns. And many times this requires using more than your first party data. At enCOMPASS, we’re proud to work with Site Impact, an email data and analytics company that ensures our campaigns are well-honed and carefully calibrated. Here are just a few of the ways in which this partnership helps us take a data-driven approach to email:

Reach and Retargeting

With advanced technology, we can collect data about who’s being reached by your email messaging. We can also discern where those people are most likely to engage with your brand, allowing us to retarget them on social media platforms, search engines, or other websites.

Locating Your Ideal Audience

Using data from a vast pool of sources, we’re also able to narrow down your subscriber list to those people who have expressed an interest in your brand, your products, or your services. You can improve your ROI by ensuring your message is delivered consistently to these valuable audience members.

Integrated Ads

Drawing on audience data, we can also generate sponsored ads in Gmail, Yahoo Mail, and other common email servers. This allows your messaging to truly blanket the inbox, creating a heightened level of brand awareness among the audience members most likely to make a purchase.

Maximizing Engagement

Using intelligent tracking allows us to maximize the engagement you get with each and every email. For example, we can use data to optimize email send times for each subscriber, and to ensure the content that generates clicks.

Outreach

It is also possible to locate users who engage with your ads or who meet the criteria of your email list but aren’t actually included in your current list of subscribers. This can be a powerful way to grow your email list and expand your audience over time.

Data-Driven Email Marketing with enCOMPASS

Thanks to our partnership with Site Impact, plus our expertise crafting holistic digital marketing plans and award winning email creative, we’re ready to provide excellent, data-driven email solutions to our clients.

Our email marketing services include:

• Message development. We can assist our clients in integrating their offline branding and messaging with their email marketing efforts. And we can ensure that our clients’ emails are branded just like their website and other marketing collateral are branded.
• Intelligent management. We scrub subscriber lists on a regular basis, ensuring that campaigns are correctly targeted and analyzing/tracking results.
• List growth. We help clients grow their email lists organically, ensuring that their message is not only accepted but actually requested.

The bottom line: Data-driven email marketing can be a powerful tool in your toolbox, and it’s something we’re pleased to offer here at enCOMPASS. Ready to learn more? Reach out to our team whenever you’d like to chat.