To get marketing personalization right, it’s essential that you have access to information about the consumer. The brand’s knowledge about the consumer informs to a great extent the messages they send, and determines how relevant those messages can be. For most senders, though, information access stops at the point when they hit Send, so the messages have no way to keep up with what’s often rapidly changing data. Because most companies are using old data, the problem only gets worse. There are tools that try to solve this problem, helping marketers personalize messages at the time a consumer engages with them, extending the how long they can be relevant.
The problem we consistently see across large enterprises that want to send relevant messaging is that the data that is available is not always the data they can use in their messages. Time and again, I.T. resources do their best to make data as usable as possible, but oftentimes the real world doesn’t allow for easy and “real” use of that data. For instance:
- A lengthy backlog of requests greatly hampers IT’s ability to build the APIs necessary to get to the data
- Changes in the data have rendered irrelevant the old APIs built earlier by the Engineering department
- Utilizing the raw data needed to spur open-time personalization isn’t an option because the database isn’t prepared for the demand of real-time data access
MessageGears is looking to fill that gap with Engage, a source for Super Senders’ real-time data that enables them to create ever-relevant messages. Engage enables messages to always have relevant context and be personalized any time they’re opened by providing access to customer- and offer-level data for use even after the message is sent. By allowing brand marketers access to real-time data (up-to-date deals, item and purchase info, whatever helps to create a tailored or relevant message), we enable them to send messages that will be relevant to the recipient long after they hit the Send button. Whether today’s messaging campaign is seen today, tomorrow, or several weeks from now, it will always be updated with the latest information the brand has to work from.
The constantly changing non-personal data that drives personalized messaging campaigns is often confined in large data stores, often inaccessible at the moment of engagement. But MessageGears can help brands achieve personalization in real time by providing secure, scalable access to internal data — including consumer contextual data — in an easily consumable format. By doing so, Engage provides a level of real-time content and brand engagement that’s unmatched by other tools on the market.
Engage enables messages to always have relevant context and be personalized any time they’re opened by providing access to customer- and offer-level data for use even after the message is sent.
And this real-time contextual data isn’t limited to email, but can be used across all parts of the cross-channel world. Showing updated content on mobile devices so your message center always displays the latest deals, accessing customer data to load additional content for interactive AMP messages, or providing third parties with easier access to the data you’re using, the important thing is that the data is here to work for you. In addition, Engage is ready out of the box to integrate with Movable Ink’s intelligent creative as part of their platform to create compelling messages within email, website, or display ads.
By utilizing MessageGears’ Engage with Movable Ink, marketers can power personalization with live data that renders on open for images within an email body or website. Users can promote their relevant data to a ready-to-use, highly available cloud data source, then select the API as a source within the Movable Ink console. MessageGears’ partnership with Movable Ink promises to make data more readily available and generates new opportunities for even more tailored content. Because there are no limits to the number of personalized images a marketer can insert within a message, content creators can make full use of all the data they’ve collected.
MessageGears’ core mission is to eliminate the barriers that keep brands from effectively using their data. This is a key step in that direction, bringing live, real-time data and information to the consumer whenever a message is opened or viewed, helping marketers build better, more interactive messaging campaigns that connect with their customers on a more personal level.
If you’d like to dig a little deeper and understand what truly makes Engage unique, we can help.