Building Technology Today Without Sacrificing Tomorrow

Building Technology Today Without Sacrificing Tomorrow

The past 12 months have been crazy for the product team at MessageGears.

From venturing into the world of mobile messaging with Cross-Channel orchestration to enhancing our users’ ability to send content with our Drag and Drop HTML Editor and Deep Application Links, it’s been a whirlwind of product design, development, and release. And while we’re insanely proud of the work we’re doing, we’ve learned a few lessons about how to create and develop software in 2019. I recently had the chance to present some of these learnings to the audience at Technology Association of Georgia’s GeekOut Marketing conference, where dozens of marketing and technology professionals gathered to share how we’re building martech stacks and using today’s tools to drive marketing forward.

I’d like to take a second to share those lessons here as well, but first I want to touch on something that is very important to understand: Marketing is moving backwards.

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Improving The Customer Experience With Deep Linking

Improving the Customer Experience with Deep Linking

With the recent roll-out of our cross-channel capabilities, MessageGears is putting a focus on empowering mobile marketing messaging and driving more audience engagement through a user’s mobile device. We’re complementing our cross-channel offering this week with Deep Linking functionality, now available as part of the MessageGears platform.

Through Deep Linking, we will have support for both iOS Universal Links and Android Deep Links, enabling marketers to create content in email or SMS messages that opens links to destinations within their app instead of in a mobile browser. For example, if you’re sending a hot new deal to a recipient for a purchase page that is part of your app, you can have mobile users go straight to the application, while desktop users and recipients without your app land at your destination URL on your website, just like today.

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The Hidden Costs Of Building An In-House ESP

The Hidden Costs of Building an In-House ESP

When sending enterprise email at a large scale, a common obstacle that many B2C martech / marketing operations groups face is the struggle of moving and using their data. We’ve spoken about this topic in the past, and we’ve written about it too — but that’s because there are so many hurdles caused by the data movement necessary with a traditional marketing cloud ESP. Whether it’s setting up nightly copy and replication jobs to send your customer data to your marketing cloud ESP, fitting your data to their stringent data model, handling PII data security, or finding a way to bring your email data back down to your environment, using traditional ESPs at a massive scale can cause headaches for most marketing ops groups.

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The Importance Of Real-time Data For Transactional Email

The importance of real-time data for transactional email

One common perception of email messaging is that it mostly consists of marketing campaigns — sending personalized emails to a large group of people at once, and sending a consistent message. However, in reality, the majority of all email sent by brands consists of transactional messages, or messages sent in response to a customer interaction with a company. Although there are many types of transactional emails, a few examples include:

  • Password Resets
  • Payment Reminders
  • Purchase Receipts

Among many others. And it’s no surprise that these messages make up the majority — open rates for these messages are over twice as high, and these emails are clicked six times more than typical marketing messages.

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Bulk Sending: 99% More Efficient Than Transactional Emails?

Bulk Sending: 99% More Efficient than Transactional Emails?

For enterprises that send email at a large scale, Marketing Ops is faced with a difficult question: How do you ensure that the millions of emails that need to be sent every day get out quickly and reliably? This problem is compounded by the facts that large amounts of data are required to produce millions of emails, and the data is frequently divided among multiple databases across the enterprise (purchase history, customer profile, client support, etc.). For these organizations, it’s imperative to respond to real-time changes in data (such as recent purchases or interactions), and corporate firewalls often determine that marketing data needs to stay on premises.

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