RAAK_Blog-Header_8 effective ways to grow your email marketing database

Big data in email marketing: too much to handle?

Big data, according to many marketers, is thé challenge for 2013.

But let's be honest, it's a problem we marketers created ourselves. For years, we have been shouting for measurable campaigns, extended analytics, behavioral tracking, … and now we have all this data, we don't know how to manage it. Our real challenge? Put this massive amount of tracked data to good use by analyzing it thoroughly and building actionable campaigns upon it.

So who's up for this task? Who has experience in tracking all interactions? Who knows the ins and outs of all possible metrics and reports? Who can determine customer's needs' based on their behavior? Well, it's time to call in your email marketing manager!
If he's been doing his job right, he or she should know your business through and through. He — or she — will understand the concepts to get started. Work out a plan together to apply his or her skills on multiple channels, and there's your solution to getting the most out of big data.

So how do you put things you learned in email marketing into practice when analyzing big data? Below you'll find 3 tips to get you started!


1) Improve your targeting?

a) Use analytics to determine which offer is most relevant to certain segments. Find out what the main segments are, and which story works bests. Then put this knowledge into practice, and offer a tailored story to each segment

b) If you want to take it up a notch, go for the one-on-one tailored experience. Learn who your customer is via all different incoming data and use this data in real-time to offer an engaging experience, tailored to his or her needs.

2) Run tests

Same as in email marketing, testing is crucial in big data analyses and marketing. Just because you decoded the right elements that trigger your customer, doesn't mean that you can optimize your output. F.i. if you know that your website's contact page is a key persuader, you can run multiple tests to find out what approach gets even more response.

3) Set up a reporting system

Reporting is crucial, otherwise you might as well be guessing if you are doing it right. Determine your KPI's and make sure they are unmistakably integrated in your reporting unit.


Big amounts of data are all around us, waiting to be taken advantage of. If you don't know how to tackle this situation, talk to your email marketing manager. (s)he might have a couple of tricks up his/her sleeve to set off on the right foot.

Posted on
Mar 12, 2013