Adapting For The 2020 Holiday Retail Season

Adapting for the 2020 Holiday Retail Season

As Thanksgiving approaches, it’s clear that this will be anything but a typical holiday shopping season for the retail industry. This is the time that big retailers tend to count on to hit their annual revenue targets, and it’s tough to predict how it will all play out without a traditional Black Friday, though online buying shows quite a bit of strength.

And while no one in the industry has seen a year quite like 2020, that doesn’t mean that the lessons from this year won’t apply after the calendar flips to 2021. In many ways, the trends we’ve witnessed this year are going to continue to impact retailers headed into the foreseeable future. Smart marketers will look at 2020 as not an anomaly but an accelerant for trends that were on their way regardless, along with a reminder of how things can change.

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Eliminating Data Silos To Improve Cross-Channel Marketing

Eliminating Data Silos to Improve Cross-Channel Marketing

As a marketer, how much insight do you have into the entire customer journey, from first touch to ongoing communications? Do you have a complete, global view of your loyal customers, or are data silos keeping you walled off?

Today’s consumers expect personalized, relevant, and immediate messaging coupled with a consistent experience, no matter how they’re interacting with your brand. Yet, most organizations have pieces of customer data stored by various vendors and departments. This makes it difficult to obtain a complete view of their customers and market to them effectively. Marketers need access to the freshest data from every touchpoint to create a seamless experience. And a lot of that starts with centralizing data internally.

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Marketing Should Make I.T. A Full Messaging Partner

Marketing Should Make I.T. a Full Messaging Partner

As marketers, it’s easy to get caught up in your own world when preparing cross-channel messaging campaigns. After all, you’re writing the copy. You’re probably gathering the analytics. You’re crunching the data, building audiences, crafting the perfect subject line, determining the right day and time to send. It’s your baby you’re putting out into the world, hoping that click-throughs and accolades will rain down upon you. Nothing against your I.T. team, but what do they have to do with it anyway?

The answer is “Everything.”

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Study: Brands Aren’t Meeting Consumer Standards For Email Personalization

Study: Brands aren’t meeting consumer standards for email personalization

By now, consumers are well aware of the potential for how brands can use customer data to communicate with them in a more personalized way. Every day, in their inboxes and on their phones, they bear witness to both the best and worst examples of brands trying to bring more relevance to their cross-channel marketing. And each time they receive a brand message that utilizes their data in a clever, positive, and responsible manner, it raises their expectations for future brand communications.

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Addressing The Unique Messaging Needs Of The Enterprise Marketer

Addressing the Unique Messaging Needs of the Enterprise Marketer

You don’t want your company to be treated like every other company. You have unique needs, depending on your industry, your target customers, and your size. It seems unthinkable that enterprise brands would just accept that the email service provider they’re working with was built to serve the mid-market, but that’s what so many of them do every day. They work with ESPs that were typically built decades ago with the broad mid-market customer in mind.

They do this even though they know their needs for data and scale are far different from smaller companies. But they accept it because they don’t know anyone is built for them. They deserve a messaging partner that understands what makes the Super Sender different, and why the marketing cloud ESPs aren’t set up to serve them in the manner they need.

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Why Thoughtful Personalization Is Even More Important Today

Why Thoughtful Personalization is Even More Important Today

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.

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Marketing Lessons Learned In A Time Of Crisis

Marketing Lessons Learned in a Time of Crisis

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.

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Five Best Practices For Email Deliverability

Five Best Practices for Email Deliverability

It’s not news to us (nor likely to you) that email marketing is one of the top drivers of customer engagement, yielding the highest potential ROI of all marketing channels. Marketing departments are often building entire budgets around email marketing — but are they optimizing their email efforts to improve deliverability?

According to 250ok, delivery to the inbox for North America was around 88% in 2019, but the DMA reports that some industries saw much lower deliverability. While trends in deliverability and engagement are trending upward as a whole, the industry average doesn’t mean much if your organization’s mail isn’t making the cut.

Nearly all major mailbox providers (MBPs) utilize machine learning to determine how they should filter inbound mail. Their primary goal is to ensure their users are happy, by delivering “wanted” mail to the inbox and keeping everything else out — whether it’s never delivered or filtered to spam. These filters monitor user engagement and sender reputation in real time to determine how mail is routed on their networks.

As a sender, you’ll need to follow some core best practices if you want to be sure your mail reaches the inbox.

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Deliverability Do’s And Don’ts Of The Holiday Season

Deliverability Do’s and Don’ts of the Holiday Season

The holiday season isn’t just closing in — it’s already started for many marketers preparing for Black Friday, Cyber Monday, and beyond. A big holiday season also brings big revenue goals, prompting many marketers to expand mailing lists and increase sending frequency to meet these goals. Before you make a decision that might derail your marketing efforts, here are a couple of recommendations to optimize your deliverability during the holiday season.

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MessageGears announces $12M to eliminate data friction for enterprise marketers

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