High data quality beats any email personalisation

I often listen to email marketers complaining about poor email performance, and they explain all the things they do well, including email personalisation and automated email programs. But in the end of the day they don’t get the response they’re after. However, sometimes you need to take one step back before taking two steps forward, which is also the case for many companies struggling with poor email performance.

We get told on a daily basis that we need to personalise our emails and by doing so, we’ll see increased open and click-through rates by X%. Unfortunately, it’s not that simple. You can have heaps of demographical data and use it to send personalised emails, with [First Name] in the subject line, like you always have been told – but still struggle to engage your audience. If you see that you’re open and click-through rates starts dropping but you haven’t really changed anything in your email strategy, there’s a high risk that you’re not nurturing your data well and not getting in fresh high quality leads to your list. The latter is an important aspects to not neglect, considering you lose an average of 0.5% of your list through unsubscribes for every send you do. Read more here on how to grow your customer base by developing a lead generation strategy for your company.

Once you have a successful lead generation strategy in place, you need to have a clear data nurturing strategy. The first step is data cleansing by ‘washing’ your data to come up with a segment that you know include active users, that are interested in your emails. When you have your lead generation in place and have ensured that you have an active and engaged list, then you can start looking into strategies such as email personalisation and dynamic content based on user behaviour. Go here if you want to read more about how you can increase your list engagement. Make sure to sign up to our newsletter to always stay up to date with the latest within online marketing.

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Anders Hampf
Senior Online Marketing Manager