As a marketing leader, you don't need to get into the weeds. But having the pulse of analyzing your emails allows you to: Frequency of direct emails which may be causing attrition to your overall database. Reassess your content marketing strategy, adding more than one activity or removing another. Understand where your email program leaks come from so you can develop an action plan to close the gaps. What's next for email analytics? It seems like email marketing analytics has been put under the microscope fairly recently, and for good reason. So much has changed and will continue to change. While you've prepared your foundational reports, you should always keep an eye on what's happening in the world of email marketing today and in the future, so you can pivot quickly.
The present Due to the pandemic and physical distancing, everything was suddenly online. Cross-channel behavioral views should be front and center for marketers. For example, at Oracle, we had to combine all event registration systems and activities into marketing programs, increasing email volume. There's still a lot of information to be gleaned about how people want to hear about events, so we need to push the email and event behavior we know to Image Masking Service our segment teams to drive the messaging program for events. Then there are all the privacy changes going on right now. With Apple Mail Privacy Protection, we had to look closely at our database to understand how we were segmenting and get a baseline for our Apple Mail users. Going forward, we are focusing on better and more robust engagement metrics, content marketing, and behavioral marketing. This includes revamping our subscriber preference centers to obtain third-party data. These privacy changes will keep coming, so less reliance on openness is better. The future The future of email analytics must have all your data points in one place. Data silos have always been a problem everywhere.
My dream dashboard would have both audience-level and campaign-level metrics. Normally these two things are separated, so you can't see them holistically. I like to look at both performance over time as well as recently sent campaigns. I want to see if the KPIs go down and then dive into it a bit more if I need to. There is no single solution. The key here is to make sure the marketing, technology, and data teams are really tightly connected. You can cut back on what you need for your marketing programs, but you can't get it without working with your data teams to help you retain your data, because there's just too much of it. You need to personalize and organize. Looking even further into the future, I see marketing being more personalized to make it easier for subscribers to indicate what they want and when, and for marketers to do it at scale. Batch and blast is still prevalent today, but thanks to technologies like artificial intelligence and machine learning, we can see the dream of a one-to-one personalized experience come true. But that can't happen without content marketing.