4 Email Data Points Support Increasing Budgets in 2016
You need the technology to be able to get relevant messages to the right people, and then services (or internal resources) to actually create the messages to send through that technology.
“Email, no matter what you’re trying to do, is content. People are getting it in the same sense that they used to get newspapers. And you need to make an interesting newspaper in order for them to keep opening it and for you to have a chance to sell them something,” Thorin told me.
Data Point 4: Budget for Testing to Improve That ROI
Of course, it takes more than technology and content to achieve ROI from email marketing. As any loyal reader of the MarketingExperiments blog well knows, it also takes wisdom about the customer. Testing is an excellent way to gain that wisdom about your customers.
But it’s bigger than email. So the data point I’ll share about testing is not even about testing, it’s about data — 90 percent of the world’s data has been produced in the last two years, according to the U.S. Chamber of Commerce.
I found that data point in an article by Scott McCorkle, CEO, SalesForce Marketing Cloud, in which he says “Email is the perfect petri dish for data testing.” He also shared this example:
“With email, marketers can bring in their data and test campaigns, offers and messaging on a scientific basis. Data also allows for highly personalized emails, like those recently sent by
But It’s Not Just About the Data
When setting your budget, also consider the reason we collect all of this data — the customer.
The point of collecting all this data and testing with it is to serve a customer with relevant value. As conversion consultant Jeremy Smith said, “Manipulating your visitor into making a decision that is wrong for them is no way to build a business. Doing that is the same as making false claims or otherwise misrepresenting a product. You may get a conversion, but it will be your last from that customer.”
Daniel Burstein is the Senior Director, Content and Marketing at MECLABS Institute. Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the marketing direction for MECLABS — digging for actionable discoveries while serving as an advocate for the audience.