Data plays a pivotal role in email marketing as you can make your campaigns personalized by using it appropriately. CMI columnist Cathy McPhillips has shared five steps for improving your subscriber data to strengthen your email marketing.

McPhillips says, “When I started at the Content Marketing Institute in 2012, I sat with founder Joe Pulizzi to discuss the 2013 marketing goals. Back then – and still today – everything revolved around email subscribers and event (Content Marketing World) attendees.

Ever ambitious, Joe’s goal was always “double it.” And yes, double them we did. From email subscribers to Facebook, Twitter, LinkedIn followers, and more.

Fast-forward to fall 2015 when we were planning for 2016. We had over 150,000 subscribers. Wow! But really was it really a “wow”? At most points of subscriber entry, we purposely only asked for email addresses and maybe a first name. A long lead form could dissuade people from subscribing so we were satisfied with just having an email address. But learning more about our subscribers would allow us to truly customize messaging to them”.

5 Steps to Improving Subscriber Data for More Personalized Emails

Content Marketing Institute

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