Every marketer has faced challenges when creating what they hope to be successful email programs. For those working in highly regulated companies such as banks, those challenges can often seem like mission impossible.
The many and changing regulations that govern banks apply fully to their marketing departments. And while email marketers have been able to work around those regulations to create amazing work, many still struggle with getting the data they need and using it to send highly personalized marketing messages.
But banks have a lot going for them when it comes to marketing. They have a LOT of first-party data on their customers. Moreover, new technology is emerging that could give banks the connection they seek, while maintaining the highest level of security.
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.