Data is officially everywhere. It’s even infiltrating the design of emails — and for good reason.
“The more you know about your audience, obviously the better you can tailor an email design to someone,” Justine Jordan, Marketing Director, Litmus, said.
Justine sat down with Courtney Eckerle, Manager of Editorial Content, MarketingSherpa (sister company of MarketingExperiments), at MarketingSherpa Email Summit 2015, to discuss what tools marketers can access to better their email creatives.
When asked what is the biggest asset email marketers have when designing their next email, Justine answered data.
“Data can be a really powerful tool for helping a designer decide how to layout their campaigns,” she said.
Watch the whole interview here:
How can data make design better?
In the interview, Justine shared a few types of data that can benefit email designers:
- What people have looked at in the past
- What kind of email services people are opening up
- What type of content has resonated with clients in the past
When asked how one of these could be applied to campaigns, Justine talked about technical compatibilities. For instance, GIFs don’t work properly in Outlook 2007. By using past data, you can know beforehand if a portion of your readers use that email service. If they do, and you use a GIF, then your email campaign won’t be as effective as it would have been if you had segmented that audience to use a more Outlook 2007 friendly design.