As email marketing grows in popularity, knowing your email subscriber audience is vital

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In 2020, 80% of marketers saw a reported increase in email engagement. As more people are checking their emails, with the amount of email users expected to pass 4.4 billion by 2024, email marketing presents a great opportunity to engage with customers.
This means you need to know your audience. Analytics is great place to start, allowing you to see what emails perform the best, establishing if there are any patterns, such as certain topics that audiences really like, through one rates and click through rates.
Social media is another major avenue to take, as 37% of consumers now find inspiration for their purchases from social media channels. Pay close attention to what your audience interacts and likes on social media. This information can give you a good indicator of the content they like which you can then use in your emails.