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A Data-Driven Guide To Email Marketing In 2021

Email marketing in 2021 - A data-driven guide

Email marketing outperforms every other online marketing strategy. An email marketing strategy for B2B companies is the key component of the marketing strategy! It is cost-effective, has a global reach, drives revenue, easy to access and share as well.

Let’s have a look at a data-driven guide to an email marketing campaign, but before that, here are some interesting things we don’t want you to miss:


  • The total number of business and consumer emails sent and received per day is estimated to grow to 347 billion by the end of 2023.
  • The number of worldwide email users is expected to grow to over 4.3 billion by the end of 2023.
did you know

McKinsey & Company says, “Email marketing is 40 times more effective
then social media!”

What is the definition of email marketing strategy?

Email marketing is a process of aiming at your audience/ customers through emails. An email marketing strategy is an actionable plan to market your products/ services and cultivate relationships to generate revenues.

Is it important?

Yes, it is, to build relationships with your prospects, leads, customers, and your audience as well. The central edge of an effective email marketing strategy is that you get an opportunity to talk to your audience directly and at a convenient time.

Now it’s time to talk about the perks of building an effective B2B email marketing strategy plan. Google defines the word strategy as a plan of action to achieve a long-term goal. So, to achieve a vision, your email marketing strategy plan should be :

1. Research-based

You do not want to build your strategy based on a gut instinct. It needs research! Invest in insightful market research or in third-party services that yield the required in-depth details to understand your audience better. A research-based email marketing strategy navigates and leads ahead to the aimed destination, avoiding any uncertainty in acquiring sales.

Contact data is one of the best aids available to make your research one step easier!

2. Aligned with sales and marketing

Harmonize your strategy with your brand’s vision, sales, and marketing. This helps in leveraging your strengths, weaknesses, opportunities, and threats.

3. A systematic approach

Strictly strategizing the email approach makes several elements of sales and marketing simple and easy. It manages all the aspects of groundwork needed, resources, and marketing tasks that are required to be ticked off.


The outcomes with an email marketing strategy

  • A clear picture of the plan that is being implemented
  • Disciplined approach and an emphasized focus
  • Resources to build your plans on
  • Every equal on the same page

Strategies to achieve the best email campaign results

1. Segment your subscribers

The recent statistics stated that segmented email campaigns yielded 14.32% and 100.95% higher open rates and click-through rates when compared to that of the non-segmented email campaigns.


And why is that so?

Segment your subscribers

Because when you segment your subscribers, your email campaigns become more targeted to your audience.
You can segment your audience based on different factors according to your business’ needs and requirements. Email marketing strategy promotes your business performance and helps to ease the process of email campaigns.


Email segmentation strategies could be based on firmographics, geographic area, survey and website behavior, and many more other factors.

2. Personalize your messages and follow a customer-centric approach

Personalizing your email messages make your audience feel that you know them and understand their choices. This eventually develops the quality of the relationship between you and your audience.

A few ways to get started with personalization are:


Start collecting data:
Data has a paramount contribution to getting personalization right. Collect, organize, and manage the data with the help of a CRM. Lead enrichment services can help you in updating your CRM and enrich your leads. Identify your trade-emphasized factors such as location, interests, purchase history, and so on.


Gather the data with signup forms, special offers, website, email tracking, and phone conversations. The more you gather, the more you get!

Identify your clients:
As the data comes in, you will start to observe the patterns running within your audience. Identify the commonalities and the trends. Every brand has 2-3 types of customers. Once you understand your audience, you move a step ahead to succeed.


Start small:
Knowing what is important and what is not also plays a crucial role in accomplishing personalization. Incorporate the minimum yet helpful factors of personalizing into your process to initiate effectiveness.


A couple of ideas to start small:

  • Address the recipient with their first name
  • Demographics
  • Study the purchase history
  • Geographic area


You can always append your factors list to enhance your ways to acquire huge ROI. With personalization, focus on providing a positive customer experience both at the point of sale as well as after the sale. A methodical customer-centric and personalized approach drives massive profits and encourages you to outplay your competitors.

Learn how personalization impacts a B2B marketing firm!

3. Automate your marketing emails

Automate your email campaigns with triggered emails based on your user’s behavior. The common and easily automated triggered emails are ‘welcome’, ‘thank you’, and ‘transactional’ emails (for order confirmation and online receipts).


Studies say that triggered emails’ performance is much better than that of traditional emails. It procures 70.5% higher open rates than any other email. Not just that, Forrester’s research found that triggered email marketing campaigns generate 4x revenue and 18x greater profits!


Surprisingly, only 20% of marketers use these emails. Turn it to your advantage and start planning triggered emails as they perform excellently in targeting your audience.

Examples of trigger based emails
did you know

With trigger-based emails, the best converting websites in the world convert as much as 40% of their traffic!

4. Ensure your emails are mobile-friendly

Talk about the present scenario, what is the first thing you do in the morning?


Most of us check our mobile phones for calls, messages, and of course, emails! And now, imagine you see an email that is not optimized for a mobile device.


What would be your reaction?


That’s likely to irk you and you probably would block the sender or mark them as spam. But on the other side, email campaigns can generate a lot of revenue if the emails are optimized for mobile.


The daily average time a person spends online on smartphones is 2 hours and 34 minutes. Also, the number of people that read their emails on mobiles is almost twice the number of individuals that see them on their desktops. Thus, mobile-friendly emails play a significant role to maximize revenue.

How do you optimize your email for mobile?

  • Make it responsive
  • Be clear and concize
  • Let it be visually engaging
  • Make it easy to interact with
  • Emphasize easy purchasing
  • Be helpful, not pushy
optimize your email for mobile

5. Design and test your emails

While designing your email templates, keep in mind to focus on your message. Stay straightforward to your audience and shoot your main objective at the very beginning of your email content.

Tip – Code your templates. More control! More personalized!

Test your email campaigns! Test them in different email clients and ISPs. An email campaign designed in your mail has chances to appear differently in your subscriber’s inbox.


Send it to your friends and coworkers. You might get valuable feedback to review in your email campaign. You also can find the best version with A/B testing campaigns.


And what is it? A/B test is a technique where you get to see two or more variants of the same website but to different segments of your audience. You can analyze and decide on which variant works the best for your brand.


It is one of the most well-performed methods for digital marketing. Understanding different impacts with different versions of the same piece of work are practical with A/B testing.

Everything you need to know about the trends and challenges in email marketing

Final thoughts

Though email marketing is a traditional marketing strategy, it never vanished. It has been evolving with the latest trends of the current technology. It is a big time to reinvent your email marketing strategy! Be open to experimenting and testing.


Segment your target audience and send personalized emails. Keep a tab on the variety of devices your audience prefers. Design user-friendly and targeted email campaigns. Benefit from automating your campaigns with triggered emails. Find your lucrative methodology and set your track to make the most of it!


Which email marketing strategy do you follow for your success? Comment below and let us know!

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