Email plays a vital role in your marketing mix, and not just because it provides a 36:1 ROI. You can also use email to inform the rest of your marketing strategy. In this blog, I will answer the following questions: How can email inform your marketing strategy? What type of data will you find in Email Analytics? Why use Email Analytics and not just benchmarks? What are the different applications of Email Analytics data? How do I get started with Email Analytics? Let's start! How can email inform your marketing strategy? Although only part of an overall marketing strategy, email can be a key lever. Here's why: Email marketing captures first-party data. As privacy measures become increasingly restrictive, it will be critical to rely on owned channels like email.
Your email programs can provide valuable information about what content people are interacting with, as well as when and where they interact with your communications. How click-through rates can give valuable insight into what resonates most with your subscribers, keeping a close eye on engagement metrics and trends within your program can inform your overall strategy . Email is a great channel for testing messages. Whether you're experimenting with emojis or E-Commerce Photo Editing Service exploring different ways to phrase an offer, email offers the opportunity to A/B test (or split test) and determine what resonates best with your audience. . With email, you can configure exact test settings, which is not necessarily the case with other channels. Where your subscribers read emails provides critical information that impacts the overall customer experience. Perhaps the most useful information you can get from Litmus Email Analytics is device data. Are your followers reading on desktop or mobile?
Depending on where they view your emails, this impacts your entire customer journey. Let's say you send out a promotional email and a subscriber reads it on your phone. This likely means they click through to your website, shopping cart, etc., all on a mobile device. Is this experience optimized for mobile? Otherwise, your conversions will take a hit. Device data can help you focus on optimizing the engagement of your prospects and customers with your business. What type of data will you find in Litmus Email Analytics?