Data Centralization Before Personalization
Marketing today is all about personalization. In recent years, enterprise marketers have increasingly become more sophisticated as consumer expectations evolve. Today’s consumer expects relevant, personalized messages from brands instead of generic content that doesn’t interest them. This requires brands to tap into data from all customer touchpoints to use in email and other marketing channels.
Smart marketers create a dialog with their customers by tapping into demographic and geographic data, purchasing behavior, lifestyle and interests, and more.
MessageGears Teams Up with Airship to Empower Cross-Channel Excellence
We’re always looking for new ways to provide Super Senders with more options, more ways to deliver effective marketing campaigns. We want working with MessageGears to be empowering for marketers in every possible way, and that often means finding the right partner fit when we see a market niche being filled particularly well by a best-in-breed solution.
That’s certainly the case with Airship (formerly Urban Airship). They’re an established leader in mobile messaging. With our new integration, customers can build, automate, and deliver notifications based on any data that they’ve collected into their database — across a full range of actions and attributes — and accessing it live, using MessageGears’ interface. Airship’s Predictive AI is then able to utilize what you know about each customer to pinpoint the delivery time that will generate the highest open, click, and conversion rate.
The Tricky Balancing Act of Privacy and Personalization
Everyone agrees that personalization is important for any messaging strategy — Consumers expect it, and marketers see consistent positive results. When 79% of consumers say they’re more loyal to brands that understand them, there’s no going back. So, personalization is here to stay. If there’s one marketing prediction we can be confident in right now, it’s that marketing messages are only going to get more highly tailored rather than less for the foreseeable future.
Why Less is Sometimes More in Cross-Channel Marketing
Let’s say that you’re a marketer without a budget. Or rather, let’s say that your budget is unlimited. Where would you market your product or service? Without concern for cost, you might be tempted to market to everyone; every minute of every day across every possible marketing channel. You could run advertisements on TV, radio, robocalls, email, SMS, mobile push, snail mail, AdWords, Facebook ads, podcasts, blog posts, and whitepapers ad nauseam. Everyone would hear your message. Your company would be a household name. But should it? Would that even make sense for your company? Even if you’re Coca-Cola and you want every man, woman, and child to buy your product, are there cases where it might make sense to hold back?
What if your potential customers feel inundated with all of those meticulously crafted marketing messages, their inboxes and mobile phones flooded with poorly targeted ads? What if they are annoyed by the lack of relevance to their needs? More importantly, what would be the cost of marketing with such reckless abandon? Does it make more sense to be selective about your target audience for each campaign?
Three Big Takeaways from #Unspam
Most people who have been in the email industry for any time have found their way to Really Good Emails‘ blissfully simple and helpful website, where they can see what other email marketers have done recently that’s, well, really good. Whether you’re searching for inspiration as you build a new campaign or just like to see what your colleagues are working on, it can be an addictive site to scroll through.
So when the RGE guys decided to throw their own conference — dubbed Unspam — over an April weekend in downtown Greenville, S.C., it was intriguing. We knew it was going to be a relatively small event, but what would it feel like? Every conference takes on a personality of its own. What sort of atmosphere would it be? And what would we learn?
