Savvy marketers have seen the winds blowing toward personalization as more a necessity than a “nice to have” over the past decade, as various technological advances have made it more possible than ever before to send marketing campaigns that make your customers feel like you understand their particular needs.
And the more enterprise brands that take advantage of that technology, the more expectations rise for you to do the same.
Previously, I’ve written about the importance of mobile push notifications in your marketing plan, and how ditching the SDK might be the thing your marketing program needs. Today, I’d like to talk a little bit more about mobile messaging, but with a different channel: SMS.
For many marketing and I.T. teams, there are few things they’d less readily volunteer to do than switch from their current email service provider. We hear it all the time. Even when they acknowledge the problems they have that seem insurmountable, their last switch was so difficult and time consuming — even after they were told it’d be easy — that the devil they know can seem like a better bet than the one they don’t.
For most marketers, the idea that your email service provider holds the data that you’re using to build campaigns is simply a fact of life. It’s just the way it is. Because they need your customer data to be in their cloud in order for you to use it, of course you have to send it up to them — and pay for that storage. It may not be ideal, and it causes numerous problems — from data lag to an inability to easily add new fields to a lack of data security — but it’s just something you’ve got to deal with as a marketer.
You don’t need us to tell you the world is different right now — every government agency, news source, social media feed, and even beer commercial reminds us of the current pandemic situation almost constantly. Unsurprisingly, email marketing has seen its share of impact from these changes, challenging senders to get their messaging right in the midst of widespread uncertainty. Through the MessageGears blog, we’ve done our best to help navigate this new landscape — Jeff Haws recently shared some of the hard lessons we’ve learned in trying times, and Nick Ziech-Lopez has been furiously crunching numbers to share as much data as possible about the trends we’re seeing during this particular crisis. They’ve both done a great job at presenting useful information; so well, in fact, that I don’t have much to add to their analyses.