Embedded Analytics Can Supercharge How Your Business Uses Email Marketing
Email’s been around the block once or twice. As a long-established form of marketing, you’ll struggle to find a brand that hasn’t engaged in this format to some extent. However, many companies struggle with getting people to open and engage with their email content.
Turning to embedded analytics for email marketing could be the solution. Businesses that test their email marketing strategies using embedded analytics can expect around 28% higher ROI on each campaign. The benefits don’t stop there, with embedded analytics being one of the best tools possible that we can have in our arsenal.
In this article, we’ll dive into the world of email marketing using embedded analytics. We’ll explain what it is and how it works, while also giving you a few examples that you can use to get started.
What are Embedded Analytics?
Embedded analytics is a balance of analysis and data visualization in one single location. Instead of having to track down individual pieces of information, embedded analytics bring everything to a single window or platform where users can then instantly get an oversight of data.
Most commonly, embedded analytics are used on various dashboards (sales, marketing, CRM) in order to give teams insight into customer data. With data being delivered directly to your business, you won’t have to turn to external sets of information in order to gain insight and make data-driven decisions.
When combined with email marketing, embedded analytics is one of the strongest possible tools we have. By referring to the information that they produce, we’re able to rapidly understand our email customers, getting information about engagement, click-through rate, customer behavior, and much more.
Considering email marketing still has one of the highest ROIs in the entire industry, bringing embedded analytics to this practice can turn it into one of your leading marketing strategies.
How Can Embedded Analytics in Emails Help Your Workplace?
If you’re looking to make your workplace more efficient, the answer almost always lies in your use of data. Being able to rapidly turn to embedded analytics will help bring a level of objectivity to your workplace.
In email marketing, there is a range of benefits to using embedded analytics:
- Detailed Data – Embedded analytics is not a narrow field to go into. Once your business starts using embedded analytics from data produced by your email marketing campaigns, you can get access to an untapped source of information. From knowing more about your customers to accommodating what they like, embedded analytics is the first step toward high-impact marketing.
- Team Sharing – With embedded analytics, the simple data visualization that it offers will allow you to share insights with other teams. This comes in handy when you need to inspire cross-department work or have groups of people work together.
- Future Improvement – Turning the information that embedded analytics offers you into insight will help you plan more effectively for the future and produce better email campaigns down the line.
If you’re not already using embedded analytics, you should be.
Examples of Using Embedded Analytics in Email Marketing
Now we know the benefits of embedded analytics, let’s dive into how we can actually apply them to email marketing. Once you’ve got your system set up and are actively collecting data, you’ll be able to use this new information to generate customer insight.
Here are two leading ways that you can use embedded analytics to streamline your email marketing:
Grab User Attention and Increase Click Rates
Nothing is more frustrating than when a marketing team spends hours perfecting a new email to their clients only to find that very few even opened the message. Emails are notoriously difficult to capture attention with; the vast majority of people won’t read an email if they think the subject has nothing to do with them. That’s why it’s essential to use data to get them right.
Over time, interactions with your emails will create a stream of user data. Fed into one of your marketing platforms, and you’ll then receive embedded analytics about these emails. If your business uses custom-built data apps, you likely have even more precise insights that can help your teams.
You can see information like total engagement rate, how long people spent reading the email, whether they clicked on a link, or whether they even opened the email. Using this information, you can start to run A/B tests on your email subject lines. Over time, you can take two different subject line strategies, using both to see which has better results.
Once you’ve found the clear winner by examining your embedded analytics, you can then begin new testing to push your advantage even further. Embedded analytics can be a vital tool for making your emails better over time, and a tool that you should definitely be using if you’re in marketing.
Use Psychographics and Targeting to Boost Your Email CTR
Not every customer that you interact with is going to be exactly the same. Even if you have a certain target demographic in mind, that doesn’t mean that everyone in that group will act in the same way. For example, two 30-year-old men could be in totally different stages of their lives. One could have just finished up a Ph.D. while the other has started a family.
Demographics reveal very little about the whole story. This often means that we need to bring in psychographics in order to market more accurately through email. By testing out what works on different user groups, you can use embedded analytics to see what sort of buyer persona distinct people have.
For example, one group might prefer emails that give them a discount. Alternatively, others might like emails that tell a story about a product. Using embedded analytics, you can start to siphon additional information about the customer, helping you to build incredibly strong email marketing campaigns.
Don’t overlook data – it’s one of the most powerful tools we have at our disposal.
Email is a complex marketing format to get right. It lies somewhere between the short social media copy and the long article-writing strategies that so many marketers are familiar with. If you’re looking for a little bit of extra support, then we recommend you turn to embedded analytics.
As a single system that pulls data into one place and allows you to draw insight from it, using embedded analytics in your email campaigns is the way to go. You’ll be boosting engagement, increasing your CTR, and winning new customers via email in no time.