Analyzing the data created by customers' responses to your email campaigns is not only smart marketing, it is essential to your continued success. One of the best things about email marketing is that it provides so much information and feedback that you can use to improve your marketing strategies. How many people clicked? Which subject line worked better? Which promotional offer had the most takers? Who spent higher than the average?
By using analytics to your advantage, you can tailor your emails to reflect exactly what your customers want to receive. If you see that a certain subject line or call to action out-performed another, you can use that one more often in the future.
You can also use analytics to target your emails. By reviewing the data on who bought what, you can send targeted emails to customers advertising products that complement the ones they have recently purchased. By seeing who spent the most, you can send emails with higher priced, more exclusive products to the consumers who are most likely to be interested in buying them.
Analyzing results of campaigns and reacting to them is critical for any email marketer. You have the information available to you, so make good use of it.