One thing the most innovative marketers are learning is that mere personalization isn’t always enough to send messaging campaigns that truly resonate with your customer. You need to go beyond the behavior and understand the why. In our latest webinar, Michele Grant (CEO, co-founder of Block + Tackle) joined us to discuss the future of content as data, and why it’s essential that you contextualize the customer experience in order to send the types of messaging campaigns that really deliver results.
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.
When it comes to email marketing, consumer expectations have never been higher for personalization, or for data privacy. If you think this seems like a paradox, you may be right. The very customer data that enables you to send the types of highly tailored content your customers crave can also make your brand seem creepy if you cross the line for any individual on your list. It can seem like a losing battle, though, for some, to the point that some brands almost give up entirely, sending bulk mailings that don’t stand out in today’s crowded inbox. So what’s the solution?
In our recent webinar, email industry veteran Angela Vega (Senior Marketing Manager, Vrbo) revealed five key guidelines that can help you deliver content your customers will love (and that will lead them to buy) while respecting the security of their data at the same time. Here’s a look at those guidelines and how each can contribute to managing the tricky personalization vs. privacy balance.
With COVID-19 temporarily changing the lives of everyone across the world, people are on edge as the crisis unfolds. Unlike so many disasters of the past, this time there isn’t anyone who isn’t impacted.
It’s a sad reality that major events like this happen often — pandemics, hurricanes, earthquakes, violence, terrorism, etc. — and we as marketers can be so involved in our day-to-day operations that we lose sight of the fact that each email we send (even if it’s sent as part of a larger automated program) lands in the inbox of a real person the crisis is impacting. And, even if they’re not directly impacted in some cases, they may be sensitive to certain content. It’s not hard to spot when a brand isn’t showing empathy toward those affected, and that can turn anybody off.
When marketers hear that MessageGears’ customer marketing platform can help them send more personalized messaging campaigns by connecting directly to their data, many of them balk. They think about all the times they’ve been shot down by the I.T. team, and they dread the idea of even making that walk over to that side of the office. Getting a customer marketing platform just sounds like it’ll tie them closer to I.T., and neither side of the relationship wants that.
It’s easy to understand why they feel that way: Typical ESPs are remote from the data and cause headaches and data friction between marketing and marketing operations. The solution that MessageGears offers is unique, and it involves re-thinking how a marketing platform and the data and technology teams work together. Once you shift your thinking a bit, though, the fact is that MessageGears is well positioned to do a lot to actually eliminate that relationship friction between Marketing and I.T.
For Super Senders that have considered moving to a modern data infrastructure, the biggest hurdle is often the bottom line for basically every business: cost. No matter how much benefit the Marketing team sees from having better data access, if it can’t be directly tied to revenue and a tangible ROI, it’s liable to be passed over for more pressing needs.
Because we’re believers in the immense power of a modern data infrastructure to revolutionize the way marketers use their data, though, we decided to partner up with MarTech Review and LumenData to do a close examination of the costs and savings associated with this sort of investment in order to develop a research-based ROI model so that companies can go into the decision-making process more confidently because they have better information.
There may be no industry in which personally relevant cross-channel communication is more of an imperative today than travel and hospitality. There are so many factors at play when it comes to messaging outreach, from timing to customer behavior, and so much fierce competition in the space that generic blasts have virtually no chance of breaking through the noise.
One of the questions we hear the most often from marketers when we talk about the importance of MessageGears’ direct connection to your database is this: If connecting directly to the database is so essential and transformative, why don’t your competitors do it too? After all, our most common competitors are massive organizations that would seem to have plenty of money and resources available to be able to do pretty much whatever they want. From the outside, it can be hard to understand why they wouldn’t simply copy MessageGears if there was value in doing so.
So, why don’t they? To really answer that question, we need to take a look at the history of email service providers, and why they’re structured the way they are.
Every marketer has faced challenges when creating what they hope to be successful, personalized cross-channel messaging campaigns. For those working in highly regulated industries like banks and other financial institutions, those challenges can often seem impossible to overcome, especially when data access is a primary factor.
The many and changing regulations that govern banks apply fully to their marketing departments. And while marketers have been able to work around those regulations to create amazing cross-channel campaigns, many still struggle with getting access to the data they need and using it to send highly personalized marketing and transactional messages.
But banks have a lot going for them when it comes to marketing. Not only do they have a lot of first-party data on their customers, but the right addition to their martech stack could give banks the data connection they seek, while maintaining the highest level of security.
When it comes to sending sophisticated, personalized messaging campaigns, the quality and depth of your customer data is going to drive everything. If your data is comprehensive and organized in a way that’s accessible to your marketing team when they need it, your cross-channel messaging results will likely reflect the work and resources you put into that. If not, though, the likelihood is high that you’re lagging behind your competition when it comes to delivering campaigns that your customers look forward to seeing in their inboxes and on their phones.
So what if you have a good deal of customer data, but there are gaps that are preventing you from executing the level of strategy that you want? Our recent webinar with AnalyticsIQ looked at how their data asset can help you fill in those critical gaps, allowing you to know your customers better than you ever have in the past. And the better you understand who your customers are, their desires and motivations, the more targeted you can be with the messages you send them.