How to Drive Your Email Marketing Strategy Using Data in 2024


Customer data is one of the most crucial elements needed to drive sales and generate leads. Yet, although companies have access to a variety of information, they often fail to optimize it the way they should.

Data also has a significant impact on email marketing. While you may already be sending emails to your customers about promotional offers and discounts, it is highly crucial to make them specific and to the point to convert leads into customers.

If you want your business to thrive in this highly competitive digital era, this article will guide you on ways you can use data to drive your email marketing strategy in 2024.

Personalize Your Emails


Personalizing emails is a great way to use customer data and create a message tailored to your customers’ preferences. Research conducted by ClicData shows that personalizing your email subject lines can augment open rates by 26%.

Several brands are leveraging the power of email list segmentation today. This helps them engage and interact with their customers more profoundly and personally. You can segment your email subscribers into numerous lists depending on their purchasing patterns and other interests.

Look at what your customers buy and make individual lists for every segment. This will ensure that every customer receives a relevant message regarding products and services they’ll likely use. You can hire a mass email service to make personalized email lists too.

Research has shown that 67% of the customers have high standards for a good shopping experience. The key to improving customer experience is keeping them engaged during every moment they spend on your website.

Pay Attention To Your Audience


The first and most crucial step you need to consider is what products you sell and to whom.

Your audience’s demographics can make a massive difference in how they receive a particular product.

For instance, you run an online jacket shop that sells every type of jacket or hoodie. There is absolutely no point in sending emails to your customers regarding a new cap because most of them won’t be interested. Therefore, these emails will not only be a waste of time but money and effort as well.

When you collect data regarding your customers, you can quickly determine their demographics and choose which people buy what products. This will help your marketing team generate targeted emails for audiences belonging to specific demographics.

Eventually, this will lead to better responses. The demographics that you opt to look at may include gender and age, among other factors.

Moreover, another essential aspect to consider regarding your customer data is their geographic locations. This will play a significant role in discovering what language your audience speaks.

Keep Your Customers Engaged


Likely, your customers may not like everything you offer at all times. However, they may like everything about your company and purchase every product you present to them.

While it is crucial to be there for your loyal customers, it is also essential to win back customers who have stopped buying from you.

Analyzing customer data can help you keep an eye on them and send emails that may lead to repeat purchases. One way you can do this is by writing emails that say, “We miss you, here is 15% off on XYZ product”.

Upsell Add-ons To Customers


Customer data is exceptionally crucial in email marketing as it helps provide the information needed to upsell products your customers are likely to purchase.

If you have worked in sales before, you may know that upselling is an important tactic.

When you upsell, you sell add-ons to customers with an intent to improve their shopping experience with you.

For example, if a customer purchases a jacket, you can send an email saying there is a 40% discount on gloves.

Once you successfully sell an add-on, this data can further help you discover what your customers may buy in the future.

In A Nutshell


Backing up an email marketing strategy with valuable data and insights is a great way to communicate with your customers effectively.

Not only will you learn more about them, but you provide them with content that they can relate to.

This will ultimately improve your customers’ experience and increase the efficiency of your business.