Leveraging Email In The Customer Journey

Leveraging Email in the Customer Journey

To be successful in today’s marketplace, marketers need to understand and adapt to their customer journey. Customers are likely just one device away, and yet their path down the sales funnel is neither linear nor direct. They experience cues and communications on multiple devices and channels and respond in an equally diverse manner.

Despite this hurdle, marketers have a wealth of data and tools available to inform their strategy, and email marketing is one of the most powerful. Here are four ways marketers can leverage email to inform and drive their customer’s journey.

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Addressing The Unique Email Needs Of The Enterprise Marketer

Addressing the Unique Email Needs of the Enterprise Marketer

Last week, MessageGears CEO Roger Barnette and Co-Founder Dan Roy got on stage at the annual MarketingSherpa Summit in Las Vegas to present “Addressing the Unique Email Needs of the Enterprise Marketer” in the event’s Solutions Theater. In the session, the two made the case for why enterprise businesses need innovative technology solutions and partners to effectively communicate with their customers. The needs for the biggest email senders in the world are different than what most of the market needs.

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Spring Cleaning: Three Considerations For Your ESP

Spring Cleaning: Three Considerations For Your ESP

Few things in life beat the feel-good nature of Spring. The warm weather and the sunshine can motivate you to clean house and begin new projects.

Spring is also a great time to review your marketing programs and tech stack, including your email service provider. Excellence doesn’t happen by chance, especially in today’s highly competitive and shifting digital marketplace. You may spend months planning various campaigns and programs, but if your email technology falls short, your results will suffer. You need to know how your ESP helps you succeed and whether it gives you the tools to help you succeed.

There are many terrific agencies that provide in-depth, custom ESP audits, but here are a few key indicators to get you started:

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How Nimble Enterprises Can Win Through The Inbox

How Nimble Enterprises Can Win Through The Inbox

Businesses use email marketing to engage, re-sell, upsell, and create long-term experiences with customers. Customers are used to receiving highly individualized messages from brands they know and trust. In some cases, smaller and mid-sized businesses do this better than the global enterprises. Why? The more data you have as a marketer, the more difficult it is to be nimble. It’s far more complicated to manage and utilize your customers’ information properly. Many enterprises have so much information to use in personalization that they find it difficult to get personalization right. The pressure is on as consumers expect larger, well-known brands to be the leaders and trendsetters when it comes to delivering a relevant experience.

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Personalization Can Be A Double-Edged Sword

Personalization Can Be a Double-Edged Sword

The quest for greater personalization in email and digital marketing continues to be a hot topic (and goal) for enterprise businesses. In 2016, more than half (54%) of senior marketing executives surveyed in “Breaking Down the Barriers for Successful Enterprise Email Marketing” said that improving email personalization was their number one priority for 2017.

But just because an email, or any digital marketing content, contains personalized information doesn’t mean it will be successful. According to Himanshu Sinha, a digital marketing executive for Expedia, Inc., personalization can be a double-edged sword.

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Why Marketers Need The Holiday Spirit

Why Marketers Need The Holiday Spirit

“It’s the most wonderful time of the year,” says the popular Christmas song, and that goes double for business. The holiday season is filled with events and traditions that require gifts, products, and services that give the economy a healthy boost just in time for the new year.

Email marketing plays a critical role in holiday sales. The masses’ preferred communication method is email and it has the highest return on investment for marketing dollars. More than 70% of people say they have made a purchase due to a promotional email, and 92% of customers say they like to receive updates or promotions from businesses they frequent.

Still, in the rush to capitalize on the season, you may be missing key elements that drive customers to engage with your brand. Here are three rules email marketers can learn from the Spirit of Christmas to make their holiday season merry and bright.

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How Marketers Can Break Through The Holiday Inbox Clutter

How Marketers Can Break Through The Holiday Inbox Clutter

As we approach the holidays, life gets a little crazier for everyone. This can also be said of our inboxes. Whether it’s endless holiday sales, end-of-season news, invitations to parties, charities, or events, or business updates, there are a flood of messages competing for our attention.

For marketers, capturing and maintaining customer engagement during the holidays has become more challenging than ever. However, many companies continue to break through the clutter and are achieving holiday email marketing success. Here are some of their secrets:

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