One of the key benefits of advanced analytics is the ability to track and measure key performance indicators (KPIs), for example, open rates, click-through rates, conversion rates, and revenue generated from email campaigns. By analysing these metrics, marketers can recognise which emails resonate with their audience and which ones are falling flat. This information can then be utilised to tailor future campaigns to better address the issues and preferences of their subscribers.
Another important aspect of advanced analytics is the ability to segment and target explicit audience segments based on their behaviour and preferences. By analysing data, for example, engagement levels, purchase history, and demographic information, marketers can create targeted email campaigns that are more relevant and personalised to each individual subscriber. This not only results in higher open and click-through rates but also increases the probability of conversions and sales.