On this week’s After Hours Marketing podcast, I interview Jessica Best, Director of Data-Driven Marketing at Barkley. I saw Jessica’s presentation at The Dallas Digital Summit, where she spoke about ‘all things email marketing.’ She provided some great information during the presentation that it was very hard to pass up the opportunity to have her on the podcast. This podcast interview was jam-packed with email marketing strategies and data-driven strategies!

Jessica understands why email is just ‘not sexy’ for a lot of folks out there, but honestly, she couldn’t disagree more. Yes, it’s nothing as trendy or addicting as Snapchat filters, but that doesn’t mean you should throw this platform under the bus. Email marketing is a powerful tool, and, more importantly, it’s a tool that generates revenue. It’s a sales closer.

When clients are interested in improving their email marketing strategy, the number one question Jessica asks them is, ‘What data points do you wish to move?’ When she understands why a client wants something done, then she’s able to provide useful strategies that help her clients get there.

But, the client has to be absolutely clear on what they’re trying to do; if not, the email marketing strategies that Jessica suggests just might not be effective. In fact, maybe email marketing might not even be the best solution for her clients looking to improve a certain data point.

Jessica offers some fantastic ways to track results and improvement through the use of case studies and excluding a portion of your email list (10%) to determine what works and what doesn’t. It’s a great way to prove a point as to why you should be focusing on x email strategy vs. y email strategy. Also, when you keep case studies, you can show them to your potential clients as well, on the types of results you’ve been seeing. It’s always good to keep track of the before/after results!

Another point Jessica makes on the show, is that one of the biggest problems clients seem to have is that they keep their data in various different places. This a big mess! Not only does it make the data almost impossible to find, it just isn’t useful for the company and its long-term goals. Data management systems are almost an ‘end all, be all’ solution because they keep everything in place, and you’re able to see accurately what works and what doesn’t.