Data-driven email marketing campaigns have redefined the way organizations engage with potential and existing customers. Email marketing not only costs less as compared to other contemporary tools but is also more effective and has a wider reach. However, organizations now have large volumes of data at their disposal which they can leverage to drive data-backed marketing campaigns.

The COVID-19 pandemic created unprecedented challenges for retailers and manufacturers, while also causing unexpected changes in customer behavior. Customers are now more conscious about their purchases and conduct detailed research before making a decision especially when it comes to high-value items. Since the onset of the pandemic, customers’ purchase channel preferences have evolved. A major proportion of customers have switched to online shopping for long-lasting, durable items which they previously preferred to purchase from physical stores.

Data analytics works like magic when utilized properly. It has not only refined the customer experience but also revolutionized the customer-marketer relationship while multiplying sales and enhancing customer satisfaction. Paul Gaynor, a partner at PwC, states that advanced business analytics has the potential to predict everything from customer interaction to financial transactions, anywhere in the world. This equates to data as no less than a superpower for businesses today.

The quality of a business’s customers determines everything from its valuation to its longevity. CMOs and marketing experts can’t stress this enough. In recent times, we have started seeing a shift from standard revenue metrics to customer-centric metrics to evaluate companies.