As email volumes rise into the tens of millions each month for many larger brands, new challenges in multi-channel marketing emerge. This is particularly as it relates to the increasing demand for personalized, real-time messaging. Consumers expect relevant communications in real time, but the very infrastructure of email marketing is based on a series of time-consuming tasks, such as data mapping, file transfers, synchronization, and batch delays. Each step introduces another delay, and that can quickly turn a real-time marketing opportunity into a missed opportunity. How can marketers keep up with growth and improve their ROI?
Here are three things major brands will need to start tackling in order to communicate more effectively with their customers.