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Thindata1:1's executive vice president, Wayne Carrigan presented Optimizing Your Email and Email Strategies at the Online Marketing Summit as a way to help companies expand their reach through one of the most mature platforms. Email brings with it with lots of data from which to create a framework, especially since email is a trusted source for lead generation and companies are still putting money toward email management solutions.

However, you can’t manage what you don’t measure. Email marketing starts with metrics. Metrics to watch include not just understanding what they are clicking, but why users are engaging the way they do via email.

ThinData says that you should look at what has happened in the past and try to best understand why it’s happened. How often are people staying engaged? After how long do they drop off? Developing a proactive strategy will help you to predict future behavior.

After you assess performance analysis segments, it’s not always clear what can you learn from the data you’ve assembled. ThinData1:1 recommends that you layer account information including demographics, purchase histories and expressed preferences to see where the overlaps are. From there, acquire and apply simple tactics to introduce your brand to new and engaged customers.

Welcome Emails

Welcome email best practices include basic communication principles, which many companies ignore. From including logos, contact information, personalized information and ways to find more information, all within a user-friendly HTML layout, welcome emails can help to establish brand awareness and set expectations.

Re-Engaging Customers

Once you’ve identified low engagement customers -- those who have not actively engaged with your email in several months -- you can develop strategies for re-initiating those customers with your brand. Converting customers from inactive to active can help educate others along the way.

Preference Center

Create a preference center and redirect email customers there so they can choose they ways in which they’d like to engage with your brand. Include dynamic content so that customers can continuously refine the type of information they receive. By developing scalable templates that allow you to create targeted emails, you can help your company increase click-throughs, while saving time and money.

Overall, ThinData1:1 taught us that it’s the little things that can have big impacts on the way customers engage with email. By continually running performance analysis, you can better understand your customers behavior which can help you build, design and create targeted emails designed to engage them with your brand successfully.