When piloting a marketing campaign, flying blind is a recipe for disaster. There are so many ways to get your tone and messaging wrong, which can turn potential customers away from your business. You must also consider the colossal resources a good marketing campaign uses. Spend it on a project that yields no positive benefits, and you’ve wasted considerable time and money. To avoid these pitfalls, you need to engage in meaningful marketing analysis.

Marketing analysis is especially useful when implementing targeted email campaigns. With the right steps, such campaigns can be highly lucrative. However, this requires you to understand your audience and how to engage it intuitively—so let’s dig in.

Understanding Your Audience Through Marketing Analysis

We get it—marketing analysis sounds daunting. Isn’t it simpler to throw everything at the wall and see what drives sales up? While this method may work, it could also lead to failed marketing campaigns that repel potential customers. It might even cause existing customers to leave.

Marketing analysis helps you spot trends before they spiral out of control and make timely changes to the campaign. This is possible through data analysis, which lets you track and measure how your campaign is performing. The data is collected from various points of the customer journey, and it tracks a variety of key performance indicators (KPIs), including:

• Open rates
• Click-through rates
• Subscriber gains and losses

Using this information, you can begin to form a picture of what pleases your customers and what leaves them dissatisfied. Instead of relying on guesswork, you can make decisions based on hard data, leading to more favorable outcomes. With a clearer understanding of consumer expectations, you can then deliver more personalized, targeted content.

Targeted emails are sent only to a specific set of customers. For example, a business with franchises nationwide may segment its customer base according to geographic regions. So if stores in New York City are having a sale, it would send targeted emails only to customers in that area.

What’s more, with marketing analysis, you can discover what works for each customer segment and then adjust your campaigns accordingly. The result is more effective marketing that yields greater conversion rates.

Crafting Compelling Email Content

Though it may feel dated, email marketing is still highly effective. However, modern consumers are wary of spam—so you’ll need compelling content to ensure your email marketing campaign stands out. The trick is to deliver what your customers want.

Use marketing analysis to develop customer personas. These personas will serve as a representation of what the average consumer in a customer segment expects and dislikes.

You can craft compelling content targeting a specific audience with these customer profiles. Let’s consider a clothing store. When advertising clothing geared toward senior citizens, you might use larger fonts. Conversely, you would use bright colors and plenty of pictures when advertising children’s clothing.

Regardless of who you’re marketing to, there are some universal ad copy tactics that apply. For instance, email subject lines should be clear and concise. This is vital if you hope to catch a consumer’s attention. Also, the visuals of the email should be eye-catching, but be careful—too many clashing colors can result in a difficult-to-read email.

Finally, provide valuable information. For example, if you’re in the tech industry, send out a newsletter that sums up the latest tech-related news. This will ensure your business looks like an industry expert, which builds trust and loyalty.

Addressing the Neglected Middle: Elevating the Importance of the “Middle Funnel”

Email marketing analysis comes with many benefits. For one, the data it unearths gives you a greater understanding of your audience. As a result, you can make wiser decisions about how you engage with your customers. Make data-driven choices, and you’ll have a solid marketing campaign that delivers a good return on investment (ROI).

A key area to focus your email campaigns on is the often-neglected “middle funnel.” This refers to the stage of the customer journey in which consumers are aware of your brand and must now be persuaded to make a purchase. Address this middle through targeted, effective campaigns, and you could improve your conversion rate.

Tracking past shopping behavior will uncover what you need to focus on when targeting customers in the middle funnel. Sending shopping cart reminders is also an effective strategy. If customers leave your site with items still in their shopping cart, send them a gentle reminder via email or text—you could increase reconversion rates by as much as 10%. Send two or three messages, and the rate goes up to 69%.

Measuring the Success of Your Email Marketing Campaign

There are various performance indicators worth considering during your marketing analysis. The nature of your business along with customer demands will dictate which indicators are relevant to you.

Here are some useful KPIs to consider:

• Bounce Rate: This is the number of emails that are sent but not received. This could be due to various issues, including false email addresses in your contact list.
• Open Rate: This indicator tracks how many customers open the emails you send. It’ll give you an idea of how effective your subject lines are.
• Click-Through Rate: The click-through rate tells you how many customers click on a link. High click-through rates indicate high engagement with clients.
• Conversion Rate: Your conversion rate tracks how many customers perform a desired activity, such as subscribing to a service. The more persuasive your marketing is, the higher your conversion rate will be.

It’s not enough to simply note those performance indicators—act on them! For instance, if you have high bounce rates, filter your contact lists. Making adjustments based on data will ensure your marketing campaigns are continually improving.

Marketing Analysis Is the Key to Success

Marketing takes up a significant percentage of your overall budget, so ensure you get it right. This is no easy task—consumers are quite finicky, and their expectations aren’t always obvious. Through marketing analysis, you’ll gain greater insight into consumer trends.

The data from marketing analysis enables you to target consumer segments with your email marketing strategy. Based on customer feedback, you can determine which color schemes, subject lines, and content layouts perform better.

To truly make your email marketing stand out, you must provide your customers with relevant information. Daily.ai is the ideal tool for the job. This artificial intelligence (AI)-powered software curates content based on customer data. Without writing a single piece of content, you’ll see greater engagement and open rates.

Get a Daily.ai demo today to discover how much better your email marketing strategy could be.