There are a lot of use cases for Big Data analytics, ranging from simple tasks to solving problems at the world-scale level by analyzing human behavior patterns and suggesting more reasonable solutions. In addition to the opportunity to defeat global hunger, water shortage, and environmental pollution, Big Data performs great at a simpler level. It helps marketers develop promotion strategies that have better performance, automate routine tasks, and get more insights into the expectations and needs of customers.
This article explains how Big Data improves email marketing, helping marketers drive better ROI from their email campaigns.
Generate Product Suggestions
Most modern customers are already used to data-driven product recommendation engines. The mechanics of their work is pretty simple. An AI algorithm analyzes user behavior patterns, considers their shopping and browsing history, compares this data to the behavior of the users from the same target audience and makes a conclusion about the products that can appeal to this customer.
Such a simple algorithm is a treasure for product promo emails, since it allows for killing several birds with one stone. Firstly, AI-driven recommendations are deeply personalized and more relevant, and secondly, a recommendation like that is fully automated. As a result, with such a marketing tool for your business, you can get a better email marketing ROI and boost sales at once.
Automatize Repeatable Email Chains
While most email marketing campaigns opt for as much personalization as possible, the major part of them is repetitive. For example, following the best email marketing practices relevant today, brands send “thank you” letters after the users placed an order, welcome letter chains to new subscribers, order confirmation email and other newsletters tailored to a certain behavior.
The use of Big Data and dedicated email marketing solutions enables the automation of these processes to the biggest possible degree, decreasing operational expenses. This lets the marketers avoid repetitive tasks and human mistakes, and driving better ROI at fewer costs at the same time
Help with User Segmentation
This is another use case where Big Data helps with making email letters as personalized as possible. Thanks to AI-powered email tools, a marketer can segment the target audience and create more relevant letters for each of the user groups. For example, Big Data and AI can automatically segment users according to their age, location, preferences, solvency, customer lifecycle and other important factors. The most advanced tools also allow for setting up profoundly personalized campaigns for each of the user segments.
Identify Key Performance Metrics
Identifying and analyzing key performance indicators are one of the key tasks Big Data and artificial intelligence help with in the framework of email marketing. Most of the dedicated tools come with the opportunity to create custom reports, gather performance data during a certain period, analyze trends and patterns, and suggest possible mistakes or flaws of the campaign depending on the obtained KPIs.
For example, most of the data-powered email marketing solutions can help with automatic calculation of the open rate, click-through rate, the percentage of delivered and deleted letters, conversion rate, the user's dwelling time on the web page, and much more.
Help with Gathering Data-Driven Insights
In addition to the fact that Big Data and artificial intelligence help build better personalized chains and campaigns, the process of data analysis provides marketers the opportunity to discover and reveal even more user behavior patterns. What’s more, the scope of patterns that can be discovered isn’t limited to the ways users interact with your letters, what designs, calls to action, products, and visuals they better engage with. But also their behavior beyond the interaction with your brand.
For example, thanks to Big Data analysis, it becomes possible to predict sales trends and peaks, identify the specifics of the user’s preferences depending on their social media behavior, suggest the win-win price for each user segment, and so on.
The list of Big Data use cases across the marketing channels is endless. The main task it helps with is unlocking user behavior patterns by analyzing the data they generate when interacting with the brand, and thereby, give marketers better-validated ideas about winning marketing strategies. When it comes to email marketing, Big Data solutions are also great at automation, saving both time and money, so you are welcome to try using this for your brand promotion.