Knowing more about your customers is key when it comes to successful email engagement. So, where does email intelligence come in, and what is it?
What is email intelligence?
Email intelligence is an automatic process based on continuous machine learning used to gain statistical insights into your customers, helping you segment and target your marketing/sales emails to the right people and at the right time.
“58% of marketers say that machine learning is either effective or highly effective at driving email personalisation.” (Instapage.com)
What type of statistics can you get? Realistically?
Depending on the type of email-intelligence service or software you use, information can be gained on the following:
Demographics: Age, Gender, Name, Location
Household: Income, Marital Status, Parents, Home Market Value
Purchase Intent: Kids and Babies, Clothing, Electronics, Furniture, Cosmetics
Life Stage: Millennial, Expecting, Engaged, Mom
Lifestyle: Gamer, Cord Cutter, Beauty Seeker, DIY-er
Buyer Type: Deal-Seeker, Online Buyer, Big Spender, Holiday Shopper
Device: Desktop, Laptop, Mobile Phone, Tablet
So, all the key insights if you are trying to increase engagement, boost CTRs and up your conversion rates. For example, if the majority of your subscribers are opening your emails on a mobile device, you’re going to want to make sure that your email is optimized for mobile.
From a sales perspective, email intelligence can be used to reduce your overall Sales Pipeline. It’ll use past purchase information, interests and browsing behaviours to set up an automated campaign that is designed to nurture your lead.
Why should we care?
According to Instapage.com, a whopping 74% of marketers state that personalized and tailored content has seen a dramatic increase in customer engagement. In fact:
“The ability to segment email lists and individualize email campaign messaging are the most effective personalization tactics for 51% and 50% of marketing influencers respectively.” (Instapage.com)
Therefore, in order to optimize your email campaigns and increase overall engagement, you should be investing time and money into email intelligence. Without it, you are sending into the abyss and simply hoping for the best.