While big data is helpful to marketers, “little data,” such as inbox placement rates and authentication results, often identifies problems faster for email marketers.
Email marketers can get lost in the noise and over promise of “Big data.” Deep analysis of large data sets is important, and businesses today use them successfully to uncover solutions that are difficult to discover anywhere from customer insights to solving operational business problems. However, email marketers looking to improve their program are better off starting with the fundamentals and analyzing “little data” where unique moments can result in big opportunities.
Take Dillard’s for example. One of the United State’s largest retailers discovered right before the holiday season that their open and click-through rates were declining, and revenue from email also saw the same downward path. The team at Dillard’s asked the right questions: do I have a problem? If so, why do have a problem? How do I solve my problem?…
Sweat the Small Stuff: Big Results Through Email Marketing Fundamentals
