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The value of Big Data in email marketing

Published on 06 Oct 2017

Welcome to the Reading Room – a short round up of interesting reading about anything and everything to do with digital communication.

If you are involved in email marketing strategy, then you will most definitely be talking about big data. There is no doubt that data plays a key role in either the success or demise of your email campaigns – the outcome is obviously determined by the quality of your database and how effectively you are leveraging it to enhance your marketing efforts. Read on to discover the value of big data in email marketing.

Big data in marketing

5 Ways big data is changing email marketing

This article begins with the evolution of data collection from manual / static processes to the more extensive and effective data collection made possible through digital channels which has given us the phenomenon known as ‘big data’. It then goes on to highlight the fact that email marketers are realizing the value of big data and how it can help them better understand their customers and as a result, meet their expectations and demands. Read on to discover five ways big data is enhancing email marketing.

  • Publisher: Phrasee
  • Access: Public
  • Download: None
Gaining Email Marketing Insights from Big Data

Gaining Email Marketing Insights from Big Data [Video]

A great quote sets the scene: “We collectively create 2.5 quintillion bytes of data every day” – meaning that 90% of all global data was created in the last 2 years! But not all big data yields quality customer insights, which help marketers plan and execute successful email campaigns.

The main content is presented as a video interview with Matt Laudato, Senior Manager of Big Data Analytics at Constant Contact, who has studied a vast amount of data generated by their customers. Matt discusses what he and his team have learned through this exercise and gives advice to marketers on how to create their own Big Data Insights (A transcript is also provided if you don’t have time to watch the video).

  • Publisher: Litmus
  • Access: Public
  • Download: None
Real time subscriber data

Real-Time Subscriber Data: The Key to Email Marketing Success

This article starts by reminding us to expect constant change in the way we engage our customers, who, in this digital world, expect to be contacted at the right time with the right content and via the channel of their choice. This is possible with data, but lots of it, as you need as much information on your customer as possible to meet their expectations. The author highlights two types of data needed for email marketing – first party and third party data and explains how they make up real-time subscriber data. Then, read on to discover three ways real-time subscriber data can help create awesome email campaigns.

  • Publisher: towerdata
  • Access: Public
  • Download: None
Alison Treadaway

Alison Treadaway

Vice President, Marketing, Striata, a Doxim Company

She joined the Striata in 2002, and served as Managing Director of the African region for 13 years. Prior to this, Alison’s experience in Internet-related solutions included marketing and sales positions at Internet Solutions and Dimension Data.

Alison has 24 years of experience in the ICT sector. She holds a Bachelor of Arts (Languages, WITS) and a Post-graduate Diploma in Business Administration (WITS Business School).

Read more of Alison's blog posts here or connect with her on the following social channels:

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