As the digital landscape keeps evolving, new, and innovative digital marketing trends continue to surface. Techniques or strategies that may have been effective for you last year may not even work this year. 

Even though strategies are continually changing, there is, however, there is one particular channel that never goes obsolete– email! With a user base in billions and an unparalleled ROI, we can safely say that email is not going anywhere. 

The Importance of Nurture Email Campaigns 

So we know that email is a significantly profitable channel– but what now?

It can suffice to say that this powerful entity can lead your company to enormous profits if appropriately leveraged. 

One effective way to utilize this platform is through nurture email campaigns. A nurture campaign is an email strategy in which emails are sent out to consumers promptly and serve to keep them engaged by informing them of any deals or offers and eventually motivating them to purchase. 

Every business needs an effective and appealing nurture campaign to flourish, and the primary way to make your campaign effective is by utilizing data. 

Essentially, data is the main driving force behind any effective campaign or strategy. This article will give you insight into some data-driven tactics that can enhance your nurture campaigns and increase sales multifold. 

Effective Data-Driven Techniques 

Data is undeniably a company’s biggest asset– its most useful weapon. Analyzing data and incorporating it in your strategies increases your marketing campaign’s overall effectiveness and takes it to a whole other, more profitable, level. 

Data-driven nurture email campaigns enable you to build meaningful relationships with potential consumers and guide them right onto the path to becoming recurring customers.

Here are a few useful tactics that can drastically enhance your email marketing game and bring about excellent results.

 Segment Your List

If you know anything about marketing, you know about segmentation and how important it is. List segmentation has become a crucial aspect of email marketing because it allows marketers to send out personalized content. 

Email list segmentation incorporates user data, gender, age group, geographical location, educational level, and even preferences and habits. 

You can leverage your consumer data to segment the list based on their preferences and behavior, enabling you to deliver significantly personalized emails. There are numerous data available at your disposal; for instance, you could segment your audience based on which emails they opened and which offers or promotions they clicked on. Transaction history and workflow activity also contain valuable data that you could utilize while segmenting your list. 

Once you are aware of the consumers’ behaviors and preferences, you can segment the list accordingly and deliver the kind of personalized content that would appeal to each segmentation. This technique can put your brand leagues ahead of your competitors. 

Engage Existing Audience

Many brands direct a hefty concentration of their resources and effort into growing their email list. While a big subscriber list is essential, it is also quite profitable to keep your existing subscribers engaged. 

Firstly, engaging with existing subscribers is convenient and more cost-effective than trying to attain new ones. Acquiring new customers has proven to be five times more costly than retaining existing ones. 

Customer engagement is also significant to a higher ROI. For instance, a mere 5% increase in customer retention can boost your revenue by a whopping 95%!

Therefore, your existing customers are valuable to your brand. Make sure you provide them with an immaculate customer journey and keep them engaged with effective nurture campaigns. 

Utilize A/B Testing 

Sometimes, despite your best efforts, your emails are still getting low open rates or click-throughs. This is quite common with nurture campaigns; however, you can do things to eliminate such issues. 

 A useful method to resort to is A/B testing, which essentially shows you what sort of content your audience finds appealing and what they tend to ignore. 

The A/B testing process entails two variations of the same kind of email to two different subsets of your audience. The purpose of this kind of testing is to uncover which variant is more effective before sending it out to your entire list of subscribers. It eliminates the possibility of unfavorable results dramatically impacting your email metrics. 

There are numerous aspects of your nurture campaign that A/B testing can help you with. For example, you could test out subject lines to see which one leads to more click-throughs. You could see whether subscribers respond better to short or long subject lines or whether it effectively includes their first names. 

You could also test the sort of content that leads to more open rates, uncovering your consumers’ preferences.

Be Aware of Benchmarks 

Analyzing the email marketing data of your own company is undeniably important while constructing an email marketing campaign. 

However, another effective tactic is to utilize email marketing benchmarks further to understand your email marketing campaign’s efficacy. 

Keeping track of current marketing benchmarks gives you significantly valuable insight into your industry’s performance, giving you a better picture of the whole email marketing dynamic. 

Analytics from your data is limited to just your brand, but you can compare it to email marketing benchmarks for a more holistic view of your campaign’s performance. 

For instance, the current benchmarks reveal that the marketing industry’s average open rate is over 18%. If your average available rate is 10%, you know that your email campaign needs work. 

This is precisely the most significant benefit of keeping track of email marketing benchmarks. It essentially provides you with a baseline to determine your email marketing aspects you need to work on to yield better results. 

Personalization is Key!

Personalization is useful in marketing because it plays upon the part of human nature that loves attention. We love being noticed; we love feeling important. 

 A personalized marketing campaign can yield significantly better results than a generic one, which is why personalization is seeping into all marketing efforts. 

We brushed upon this tactic while discussing segmenting your subscribers’ list, but that was just a drop in this immensely vast ocean. Adding your subscribers’ first name in the email is significant and personalized; however, there are numerous other aspects of a customized email campaign that are effective. 

Personalization has even become crucial for B2B marketing because it enables companies to operate more efficiently. Being aware of your prospect’s tech stack reveals all the technologies that your prospect uses and allows you to understand their priorities. This will enable you to shape your messages in a way that caters to their preferences, increasing your chances of success. 

Another fruitful way to personalize your email marketing strategy is by adding elements based on your prospect’s technology adoption history. This allows you to generate more relevant emails by using their subjective behavior and enables you to navigate them through the marketing funnel conveniently. 

Conclusion

There is no denying the power of an effective email nurture campaign– it can lead your business right into unprecedented revenue. Data-driven email marketing tactics have proven to yield great results and drastically increase conversion and retention rates. 

For more information or queries, feel free to contact us.