Better personalization begets better marketing.
Brands and marketers have both been well aware of this fact for a long time. It’s why “personalization” has been one of the biggest marketing industry buzzwords for the better part of the last half-decade.
But what does personalization actually look like?
There was a time not too long ago where adding a subscriber’s first name to an email was considered a marketing personalization coup. Things have become much more complicated since then.
Today’s consumer has developed a completely different pattern of purchase behavior. With that pattern has come a whole new set of consumer expectations.
Email marketing is a dialogue, a conversation between one brand and one consumer. It’s a conversation that can seem a bit one-sided at times, but it’s a conversation nonetheless. And, in almost every case, the onus of keeping the conversation going falls squarely upon the shoulders of the brand.
But who wants to have a conversation with someone who doesn’t listen? Nobody.
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.
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.
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: