With audience expectations for your emails growing each year, segmenting and targeting in a smart, strategic way has never been more important for your company’s email strategy. We’re way past the days when simply addressing an email to John by name was going to impress him. But now, even emails that are segmented with strategic goals in mind can fall flat if they aren’t relevant to the reader. Content curation can fill that gap.
Time Warner Cable/Roadrunner was acquired by Charter Communications in May 2016. Since the acquisition, there have been plans to discontinue their feedback loop service — one of the many FBLs hosted by ReturnPath.
On Oct. 19, they officially discontinued their FBL service, which essentially allows senders to receive and process complaint data from their affiliated domains.
Have you ever wondered how some companies consistently send millions of highly targeted, personalized emails in real time? The very nature of email makes sending real-time, personalized messages a challenge for any company. Real-time marketing’s key is speed, but email marketing’s success is based on a series of time-consuming tasks. These include list creation, data syncing and batch delays. Each activity introduces another delay, all of which can quickly turn a real-time marketing opportunity into a missed one. If you want to personalize too, expect more delays. The more you personalize a message, the more time consuming it is to prepare. So, how are some enterprise marketers managing to send relevant, highly personalized emails in real time?
The evolution of marketing over the past 50 years brought it from being sales led to being tech led today, and technology will continue to drive this science as it catches up with customers’ interests. People are buying differently, they are smarter and more demanding with what they’re looking for.
It’s a situation many enterprise marketers have encountered in recent years — you have an email service provider (ESP) that isn’t working for your organization’s needs. But the decision maker at your company standing in the way of change is tough to convince. To be fair, changing ESPs is not only hard, but it can be expensive and time-consuming. Campaigns have to migrate over. You have to account for data. Your team has to learn how to use a new tool. It can seem daunting, and the decision maker — whether it’s your CMO, CEO, VP of Marketing, Director of Marketing Operations, or whoever will make the final call — will understandably have a high bar to clear for making such a significant shift for your organization, one that will involve not just Marketing, but Marketing Operations and I.T. as well.