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Email marketing campaigns remain an effective way to reach out to potential customers, with 90% of emails reaching the right prospect’s inbox and 91% of users checking their email daily. 

For marketers using a people-centric email marketing strategy—one in which offers, messages, and frequency of communication are tailored to subscribers—the challenge is to effectively scale without sacrificing the personalization that makes email work so well in the first place.


How to use data in an email marketing strategy 
To do this skillfully, you’ll need to understand how to use data to pharmacies email list segment your list, leverage the insights of your sales team, and identify when and what to automate. This was stated by Kerel Cooper, Senior Vice President of Global Marketing at LiveIntent, in his most recent speech at the Live @inbound 2019 event, held in the city of Boston. 

At this meeting, the specialist highlighted that in order to efficiently use data in a campaign, the following points must first be understood: 

Understand why email will drive the future of people-centric marketing.




Identify where artificial intelligence (AI) can help with the heavy lifting.
Learn how to use data to segment subscribers and engage customers at points along their purchasing journey. 
Looking at the evolution of email marketing, it is worth noting that ten years ago, everyone was saying “email is dead,” but now it is growing in popularity.

Many companies now use email newsletters to send personalized information to their customers. Instead of going to a company's homepage for advice, more and more people are now using email as a way to get new information. 

Why is email marketing important for your business?
Systematic way of building relationships.
Fundamental mechanism for having consistent points of contact.
Customer retention.
 Key Statistics on Email


4 hours is the time people spend on their email
7 billion active email users worldwide
72% of people prefer content via email
89% of marketers say email is the most important piece of data.
122% ROI on email marketing   
You can access your inbox from anywhere
60% First read the email from their mobile
25% of people check their email before getting out of bed.
 
The buyer's journey
Karel talks about leveraging emails at each stage of the sales funnel . In more detail, the points of greatest interest in the interested party's purchasing journey can be specified as follows: 

Interest : Segment and personalize, let your brand shine, have a powerful and brand-consistent call to action.