3 Reasons Why Data Can Improve Your Email Marketing Strategy This Year

It was an ordinary day in 1994 when Katie Couric, Bryant Gumbel, and Elizabeth Vargas sat on the set of The Today Show and answered the questions everyone was asking: “What is the Internet, anyway?” and “What do you write about it, like mail?”

Almost three decades later, the Internet and email are societal mainstays. As of 2023, around 5.1 billion people use the Internet, and over 80% of them send emails. Despite the rapid rise of programmatic advertising, email remains a key channel for advertisers. In fact, 37% of brands are increasing their email budget this year as the “old-school” tactic continues to pay dividends.

There lies the challenge: your average customer and prospect receive 120 messages a day. As a result, many of your emails go unseen, while those that do are often not engaging enough to meet your goals.

The solution? Power your email marketing strategy with data.

Here’s why—and how—data can help you send better emails and hit your goals faster.

1. Data Helps You Personalize Your Messaging

When you log into Netflix or Amazon, you’re greeted with personalized suggestions based on your history. This level of personalization is now expected, with 91% of consumers saying they’re more likely to shop with brands that provide relevant offers and recommendations.

This expectation is also present in the B2B world, with 75% of B2B buyers preferring personalized recommendations from trusted vendors. If buyers don’t feel understood, they’ll find brands that do.

This expectation carries over to your email marketing strategy. Generic subject lines and mass messaging no longer work due to the sheer volume of competition. The right data can help you overcome these hurdles.

For example, if you’re selling B2B media and want to reach out to prospects about a special on your ad inventory, data on your prospect’s advertising strategy, competitors, market share, and spend distribution can help you craft a subject line and email that resonates and demands a click.

Example subject line: DraftKings is Spending Big on TV. Are You?

The rest of the email could then dive into additional insights into DraftKings’ strategy, how the competitor could get the advertising upper hand, and a personalized CTA that converts significantly better than standard ones.

2. Data Improves Your Productivity

Sales is a demanding profession, and sellers spend only about 36% of their time actually selling, with the rest spent on administrative tasks, prospecting, and research.

When prospecting, you’re trying to answer questions like:

• ​Does the prospect have a need or pain point my solution can address?
• ​Does the prospect fall within our total addressable market (TAM)?
• ​What’s the prospect’s long-term potential?
• ​Are they open to exploring a variety of ad types?
• ​Is this person the decision maker?

You need to answer these questions before sending a relevant email. Otherwise, you risk wasting time and money on prospects who don’t fit your ideal customer profile. The right data can provide these answers, eliminate guesswork, and ensure you’re as productive as possible.

3. Data Improves Your Lead Scoring System

Data not only helps you send better emails but also informs your future strategy by serving as the foundation of your lead-scoring system.

A yes or no to the key prospecting questions equates to a score. The higher the number, the more valuable the prospect and the sooner you should reach out. This increases efficiency and productivity.

Additionally, by sending better emails, you’ll gain a better understanding of a prospect’s place in their buying journey. For example, if you send a highly personalized email that gets opened but ignored, you can infer that the prospect is not currently in the market, allowing you to focus on others who may be closer to making a decision.

How MediaRadar Can Help You Send Better Emails

All of the timely data and cross-format insights you need to send click-worthy emails are available inside MediaRadar, an advertising intelligence platform used by those who sell media and those who buy or plan advertising buys.

For example, you can see:

• ​Distribution of ad spend
• ​Event sponsors and exhibitors
• ​Overall campaign strategy
• ​Ad spend by product line
• ​Competitive analysis

Take this data, craft an email that stands out, follow up with effective voicemails, and your goals will always be within reach.

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