Nice to meet you.

Enter your email to receive our weekly G2 Tea newsletter with the hottest marketing news, trends, and expert opinions.

Data Hygiene Hacks for Email Marketers With Phonexa

July 10, 2024

industry insights phonexa

Attention spans are shrinking. Data helps your emails make every second count. 

Using data is the cornerstone of successful email marketing, especially as consumer preferences constantly shift and companies vie for their attention. 

A focus on data hygiene can sharpen your competitive edge. Think of it as maintaining a nutritious diet for your email lists — to be successful, you must cut the unnecessary fat. 

With over a decade of experience in the email marketing industry, my professional journey has been shaped by roles such as deliverability analyst, director of performance marketing, and chief marketing officer, where I honed my expertise in data-driven marketing strategies. 

Today, as the director of email marketing at performance marketing software company Phonexa, I believe marketers must update, segment, and review subscriber lists on priority. Maintaining clean and relevant data helps tailor content for a target audience, increasing engagement and conversion rates.

A solid foundation is crucial to start with when implementing data-driven email marketing. This means cleaning the subscribers' list and setting goals. You must also identify metrics to track and invest in useful tools. 

Where to begin

For starters, eliminate inactive users weighing you down, and consider a sunset campaign to remove those subscribers. Regularly auditing your list lets you identify duplicates and rectify errors. This proactive approach can help you direct marketing efforts to the right audience. 

Next, focus on active subscribers to enhance overall deliverability and engagement rates. They help you boost your reputation with email service providers, which monitor engagement metrics to determine the value of your emails. The better the sender's reputation, the higher the chances of a mail reaching the inbox rather than the spam folder. You also end up nurturing an engaged community of loyal audiences. 

I'm constantly exploring innovative strategies to maximize the effectiveness of our email campaigns and other marketing initiatives, and I've personally experienced the profound impact of data-driven strategies. If something can be measured, it can also be optimized. 

My data-driven approach to email marketing involves systematically collecting and analyzing data to inform every aspect of my strategy. I start by defining clear goals for my email campaigns. 

Next, I identify the key metrics that will help measure success.  The focus then shifts to maintaining high-quality data hygiene — ensuring subscriber lists are accurate, up to date, and segmented based on relevant criteria.

My approach also entails utilizing analytics platforms to gain insights into subscriber behavior, preferences, and interactions. Content and delivery strategies can be refined to enhance engagement by analyzing such data points. Predictive analytics also helps anticipate future customer behavior and needs. This, in addition to conducting A/B testing for email campaigns, helps me adjust my strategies accordingly to optimize performance.

Phonexa’s MailCon conference will address deliverability issues impacting email marketers on July 28 in New York. Learn more. 

Using analytics for data-led insights

In email marketing, knowing the pulse of your audience is paramount. 

Analyzing metrics such as open and click-through rates (CTR) allows marketers to identify the best-performing content.  

Likewise, you can use these key metrics to make educated decisions about optimizing emails for improved performance. These steps will help you produce better content that ultimately resonates with your subscribers, which is the key to driving engagement and building long-term relationships.

For example, a UK-based affiliate network partnered with Phonexa to improve its email marketing performance. It tracked open, click-through, and conversion rates by leveraging E-Delivery, an email marketing automation solution, and Lynx, a click-tracking and analytics platform.  The network discovered that certain segments of its audience were underperforming. 

Using this data, the network refined its targeting and personalized its content. This data-driven approach resulted in a 219% boost in conversions and a 437% increase in revenue, underscoring the impact of tracking and utilizing metrics to make informed decisions.

Analytics also helps improve your emails' content and delivery. This includes experimenting with different formats, subject lines, and delivery times to test what works for your audience. 

In addition, we know email marketing aims to achieve a high conversion rate. Data-driven insights can help you unlock this potential. 

By closely monitoring conversion metrics and analyzing user journeys, you can identify friction points and optimize your email funnels for maximum efficiency. For instance, engagement metrics can reveal areas where readers drop off during the email journey, such as a poorly designed call to action or a sluggish landing page. 

You can then fine tune your campaigns to drive higher conversion rates and maximize ROI by continually refining and iterating on data-driven insights.

Key metrics to monitor

You'll need the right data to collect strong insights. Here are some metrics you should monitor to get there:


What it reveals

Potential win

Open rate

Effectiveness of subject lines and send times

Optimized subject lines and delivery timing, leading to greater engagement opportunities


Engagement with the email content

Improved content and CTA placement increases CTR, thus driving traffic

Conversion rate

The percentage of email recipients who complete a desired action

Increased conversion rates by identifying and addressing barriers in the user journey, such as simplifying the checkout process

Bounce rate

The percentage of emails not delivered

Efficient list hygiene checks and setting up  double opt-in methods to reduce bounce rates

Unsubscribe rate

The rate at which recipients opt out

Improved email strategies to better align with audience interests as high unsubscribe rates can signal irrelevant content, prompting review and adjustment of existing strategies strategies 

Spam complaint rate

Emails marked as spam

Reduced spam complaints by improving content relevance and maintaining permissions to protect sender reputation

Consider the following examples of using data-driven insights to boost email marketing: 

Open rate and subject line

By A/B testing subject lines, you might find that personalized subject lines ([Name], check out our new products!) have a 15% higher open rate than generic ones (New Products Available!). 


Tracking CTRs may help you discover that emails with a single, clear CTA (e.g.,Shop Now) perform better than those with multiple links. Simplifying future emails to focus on one primary action may boost engagement and click-through. 

Level up your email marketing

Once you’ve understood and started applying principles of data hygiene and analytics, you can level up your email marketing campaigns by taking these steps: 

Personalization and segmentation

Tailor emails to individual subscribers based on preferences, behaviors, and demographics. 

After segmenting your email list, send highly relevant content to each segment to increase engagement and conversion rates. Personalization can range from simply inserting names to recommending products based on past purchases. 

Behavioral triggers and automation

Automate email campaigns triggered by specific actions or interactions from subscribers, such as cart abandonment emails or personalized product recommendations. Leverage behavioral triggers to deliver timely and relevant messages, driving higher engagement and conversion rates. 

Automation tools boost efficiency and ensure your messages are delivered at the right moment for maximum conversions. 

Predictive analytics

Forecast future customer behavior and preferences by analyzing historical data and trends. Anticipate customer needs and proactively tailor email content to maximize engagement and conversion. 

Thus, predictive analytics can boost conversions, as it can identify the products and services that will appeal to specific customer segments. 

Email deliverability optimization

To improve email deliverability, maintain a healthy sender reputation, and adhere to email authentication protocols. Monitor key deliverability metrics and address any deliverability issues to ensure emails reach inboxes.

Continuous testing and optimization

Regularly test different elements of emails and analyze results to refine strategies for improved performance. 

A/B testing allows you to experiment with the elements of your emails, from subject lines to call-to-actions, to determine the most effective variations.

A new imperative

Today, the success of your email marketing hinges on the application of data-led strategies. Embracing data hygiene and analytics is no longer an option but an imperative. For organizations, the alchemy of data lies in transforming raw data into actionable intelligence, which can boost conversions and lead to lasting engagement. 

Remember, when you hit the send button, you don’t just send an email—you strive to forge meaningful interactions and lasting bonds with your subscribers. A data-backed approach can empower your teams and help you refine strategies, anticipate customer needs, and personalize experiences. Transform your email campaigns from good to great. 

Curious to explore email marketing more? Dive into a comprehensive guide on writing emails your readers can't ignore.

industry insights Clean insights

Looking for more data to stay up to date? Check out industry insights from other business professionals!

industry insights Clean insights

Looking for more data to stay up to date? Check out industry insights from other business professionals!

Data Hygiene Hacks for Email Marketers With Phonexa Start boosting your email marketing success with data hygiene hacks and insights with these tips from Phonexa Dir. of Email Marketing, Alexander Cartigan.
Alexander Cartigan Alexander Cartigan is the Director of Email Marketing at Phonexa. Recognized for his extensive experience and achievements, he boasts a proven track record in marketing and information technology. His expertise spans business development, lead generation, management, marketing strategy, and email marketing. An engineer in computer systems, he underscores his commitment to remaining at the forefront of technological advancements.

Never miss a post.

Subscribe to keep your fingers on the tech pulse.

By submitting this form, you are agreeing to receive marketing communications from G2.