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Big data solutions allow businesses to analyze customer behavior and patterns at scale, identifying your most engaged customers. Companies can then target high-value individuals with personalized offers. They can cross-sell customers relevant products or highlight new services that might interest them.

With access to a larger pool of information about your consumers, you can create customer profiles based on their previous purchases, browsing habits, and social media activity.

Let’s take a look at how big data has reshaped email marketing platforms such as Ongage to produce better-performing campaigns through personalization and automation.

What Is Big Data?

The term “big data” describes large or complex datasets for which traditional data processing applications are inadequate.

Big data has become synonymous with the internet of things (IoT), cloud computing, mobile computing, social networking sites, and other sources such as sensor networks for measuring physical phenomena. It examines large volumes of structured or unstructured data from such sources. It explores patterns and trends and discovers helpful information. This process supports decision-making.

What Are the Types?

This massive data is classified into several types, with the three main types being:

  • Unstructured (text/audio/video)
  • Semi-structured (database records)
  • Structured (spreadsheets)

Unstructured data necessitates complex tools for gathering and analysis. This is because keywords cannot be extracted readily from text messages, for example, without human intervention.

Semi-structured data refers to database records where each record contains fields with fixed names but not necessarily fixed values.

Structured big data refers to spreadsheets with fields with specific values rather than free text annotations such as social media posts. This makes these spreadsheets easier to read for computers while maintaining their structure through column headings.

How Can Massive Amounts of Data Help You Understand Customers’ Needs?

Big data has many advantages. For example, it enables email marketers to send targeted campaigns that speak directly to each individual’s interests and preferences. This is especially crucial when targeting smaller companies, which may not have large marketing resources but want their messaging to reach as many potential customers as possible.

Companies can leverage solutions such as Marketo or HubSpot CRM software platforms with Salesforce integration capabilities more easily when there is a huge volume of data. These solutions assist in tailoring material such as email newsletters to individual customer demands.

How Has Big Data Changed the Outlook for Email Marketing?

With a better understanding of the concept of big data, let’s delve deeper into how marketers may use it to create an effective email marketing strategy.

Developing Loyalty Programs

Big data can help you with loyalty programs in a variety of ways. It can be used to enhance and promote your loyalty program.

For example, assume you’re choosing which consumers should get discounts based on their purchasing history and other criteria. In that instance, big data will make those judgments easier to make by providing specific information about what each consumer has purchased and how much they’ve spent with you over time.

Targeting Emails

One of the most essential benefits is that you can now target your customers more precisely. This results in a more effective email campaign. Targeted emails perform well in terms of click-through rate. This can also apply to cold emails, still an effective strategy for gaining potential customers.

Nonetheless, it is vital to consider who your ideal customer is and who your business may appeal to in order to send targeted emails.

In other words, you can target the right people with your email campaigns. For example, if you are an online store and want to send a sales email blast, you can use big data to identify people who are likely to purchase. Then you can send them an email with special offers.

Revenue Attribution

Without big data, businesses would not be able to track which marketing tactics are generating revenue and which aren’t working.  One significant advantage is that the information is collected in real time. This means that businesses can learn about a customer’s likes and interests while they are browsing online. Then a company’s marketing can reflect what they’ve learned in their marketing tactics. Companies can also utilize big data to create cause-and-effect campaigns to analyze the effectiveness of their marketing efforts and identify what isn’t working.

Enhancing Personalization

Big data is all about personalization. The more information you have on your customers, the more personalized you can make your emails.

Email marketers can use machine learning and AI-based algorithms to deliver customized offers based on customer behavior and preferences. For example, if someone recently bought an item from a specific category, they will receive a request related to that category in their next email campaign.

Unlike traditional email marketing, which relies heavily on static content and templates, big data allows marketers to produce more dynamic material that is personalized to individual customers. Personalization based on your consumer can be accomplished by combining algorithms with other tools such as customer relationship management (CRM) software.


Why Is Big Data the Future of Email Marketing?

In a world where data is king and personalization leads to brand loyalty, the ability to collect and analyze large amounts of information about your audience can significantly affect your email marketing strategies.

Marketing continues to be data-driven, with rapid change shifting what businesses should base their strategies on. Big data allows you to understand your customers better. Then you can send them more relevant messages that they are more likely to read and act upon. Big data also targets specific segments of your subscribers who are more likely to convert into paying customers or lead generators for your business.



Email marketing is a great way to promote business and reach out to consumers. Analysis of massive amounts of information allows you to target large audiences by filtering them to your keywords and demographics. You can effectively use email to promote your business and connect with consumers by making intelligent decisions.