Leveraging holistic data can help generate better leads from emails

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 12, 2019, 8:06 AM UTC

AI systems can find important threads if they are looking through all relevant data.

This piece states that when hyper-personalised emails miss the mark, they’re just ineffective. The author recommends brands to phase out data silos in the organisation.  Data from search engine optimisation, social media marketing and email lead must be allowed to flow together.

Businesses must track each aspect of an email campaign, from the subject line to call to action. After observing what works and what doesn’t, they should then make the required changes for improved efficiency. It is similar to Spotify and Pandora using algorithms to tailor users’ playlists.

Brands must take customer feedback seriously and make data analytics an essential part of their marketing team. They must remove phrases and other elements that don’t work in emails, as they are not likely to work in ads or on-site content either.

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