Data is the lifeblood of email marketing. Without data, email marketing is nothing more than a wing and a prayer. After all, without data, you can’t:
These are just a few of the ways data enables great email marketing programs. Yet collecting data can be a bit of a bear. The pain points that can arise from what data you collect, how you collect the data, and where that data is stored make your decisions and answers to these questions all the more important.
It’s a great idea to collect (beyond the obvious email address):
Some great ideas for how to collect data are:
Typically, most data you’ll collect will be stored in web forms, customer relationship management (CRM) systems, and your ESP. Ultimately, it’s up to you where data is stored. Problems arise when data is collected in different systems and these systems don’t “talk” to each other.
Data integration between systems becomes critical, particularly when it comes to leveraging data for messaging to your customers. Successful data integration better enables you to send more relevant email marketing campaigns to your customers and also allows you to better automate your triggered email marketing programs.
Here’s an example of why connecting your shopping cart to your email marketing program is a great idea:
With no data integration, a cart abandonment program isn’t possible. And why miss out on this great ROI generator like the engaging cart abandonment email below:
Data enables list segmentation, proper targeting, and increased relevance in your email messaging. It also gives you the ability to create all of those wonderful automated email marketing programs you keep hearing about (from us and others!).
InboxArmy can help you with integrations between your various databases and systems. We can also help you evaluate email service providers that best fit your needs and ROI goals. Trust us with your email automation and custom integration needs.
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