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…
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?
After years of focusing on reinventing and improving how email marketing at scale works for the world’s biggest brands, MessageGears is thrilled to announce our new cross-channel orchestration capabilities. These exciting new tools enable marketers to orchestrate complex, cross-channel campaigns that utilize all of their live, internal data to reach customers at their preferred channel — whether that’s email, push, or SMS.
This evolution has been years in the making, as we’ve seen the changing technology needs of our clients, and the expectations of their customers continue to grow. In order to empower enterprise marketers to send the campaigns they want, cross-channel capabilities were essential. And, when you combine the upgraded platform with direct access to your data, the benefits become clear pretty quickly.
There are many factors that go into the decison-making process when large companies are looking into the possibility of changing ESPs. Nobody goes into this lightly. These companies know how important email and cross-channel messaging is to the health of their business, so they approach the process with the intention of coming out the other side with the best possible solution.
A big part of doing that, in many cases, is the RFP. When done well, it can be extremely effective in helping to focus the process, and in getting the vendors competing for the coveted win to discuss the job on the company’s terms.
But are there flaws in this approach? In our latest research, we wanted to dig deep into how Marketing teams are handling RFPs, and find out how well they’re doing the job they’re set up to do. In many cases, what we found was interesting and somewhat surprising, no areas more so than in how different these RFPs are viewed as you climb the decision-making chain.
How much of your customer data is accessible for email marketing? Rising customer expectations mean today’s marketers need more access than ever before to up-to-date data. But customer data isn’t all marketers need to access. They also need data they may house outside of the marketing department, including data for inventory, geolocation, shipment tracking, etc. But just 17% of marketers at some of the world’s largest companies told us they were very satisfied with their real-time data access.
The data marketers are able to use (or not use) in email marketing largely depends upon where customer data resides and how they access it. If you want to leverage all your customer data for email marketing — not just the data that happens to reside with your ESP at any given moment — it’s time to restructure how you manage, store, and access it. Here are three steps you can take to leverage all your customer data to increase personalization and improve your email marketing efforts without compromising data security.
There are all sorts of reasons so many marketers call themselves email geeks. From the expansive opportunities for creativity to the psychology of customers’ reactions to campaigns and the potential for AI and machine learning to personalize content, email has tremendous potential for igniting the passion of a wide range of marketing professionals. And how many industries have so many people who find the work that stimulating?
We wanted to tap into that passion a bit recently when we were preparing a contest to give away a ticket to next month’s Litmus Live event in Boston. So we asked the email marketing community to tell us why they consider themselves email geeks. What, specifically, is it that draws you into this industry? What gets you excited about doing your job every day? And our favorite answer would get into Litmus Live for free.
Technology and big data have been changing email marketing for many years now, in many cases for the better. But, in some cases, the technological revolution is making the email marketer’s job harder, less efficient, and taking them away from the work that attracted many of them to the industry to begin with.
Our upcoming webinar — in concert with the Email Experience Council — will address these changes and offer advice for the email marketer who’s struggling to adjust to the new reality. We’ll look at this phenomenon through the lens of research we recently completed, asking email marketing pros from across the country to discuss their opinions on the state of the industry, how efficient their teams are, and how they see their jobs changing.
In enterprise email marketing, the cloud has become nearly ubiquitous. That’s because it’s a huge asset for high-volume senders to get their emails out the door. But are retailers making the best use of the marketing cloud when it comes to managing sensitive customer data? Deciding which customer data to store in the cloud and which data to store on premises is a question every large B2C company has to grapple with.
For high-volume, data-centric companies that are managing large amounts of rapidly changing data, it may make sense to use a Hybrid email marketing model. This allows them to store sensitive customer data in house, behind a company firewall. And they can still making use of the cloud to handle resource-heavy tasks, such as message rendering and delivery. Below are four reasons you may want to use a Hybrid email marketing model to manage your sensitive customer data
The legacy marketing cloud solutions haven’t served enterprise email marketers well for years. And the evolution of technology will continue to speed the pace away from the days when large organizations could hope to get by with minimal personalization via their marketing messages. Today, consumer expectations for the content they receive from brands have never been higher. In the current marketplace — and even more so in the future marketplace — it’s essential that the world’s most demanding marketers raise their standards for what they can accomplish by connecting with customers via email. So many brands aren’t, and consumers know it. You have an opportunity to make an impact with your messaging.
It’s from this perspective that we shared our latest webinar, “The Marketing Cloud Mirage: How Data Syncing Undermines Your Email Efforts.” We’ve seen these problems that enterprise marketers face from every angle. We talk to them every day about their frustrations. We exist to solve this problem.
For enterprise B2C marketers, email is among the most effective tools for reaching out to and connecting with customers. But it’s also a medium that’s challenging to leverage effectively, particularly when nearly everyone uses it — the competition for inbox space is fierce, and there’s no sign that people’s attention spans are getting longer. We understand the difficulties enterprise marketers face when it comes to maximizing their email ROI, but we wanted to dig deeper and see exactly where their priorities lie.
That was the motivation behind our recent survey, where we asked enterprise marketers to talk about their biggest challenges, top priorities, and their evaluation of how well they’re meeting their email marketing goals. It’s helpful to hear stories and talk in the field while discussing issues with clients, but this was an opportunity to look at a wide cross-section of enterprise marketers to take the temperature of the email industry, and what’s creating the biggest obstacles to success for marketing teams.