As email volumes rise into the tens of millions each month for many larger brands, new challenges in multi-channel marketing emerge. This is particularly as it relates to the increasing demand for personalized, real-time messaging. Consumers expect relevant communications in real time, but the very infrastructure of email marketing is based on a series of time-consuming tasks, such as data mapping, file transfers, synchronization, and batch delays. Each step introduces another delay, and that can quickly turn a real-time marketing opportunity into a missed opportunity. How can marketers keep up with growth and improve their ROI?
Here are three things major brands will need to start tackling in order to communicate more effectively with their customers.
Deliverability data has become a checkbox on the path of email marketing, but what does deliverability data reveal about the entire customer journey? The success of an email marketing campaign is usually evaluated by a few key deliverability metrics. Was the email accepted by a recipient’s Internet service provider (ISP)? Check. Did the recipient open the email? Check. Did the recipient click on any links? Check. Did the recipient unsubscribe or report the message as spam? No. Phew!
If you can put a checkmark by these metrics, your email marketing campaign was a success, right? Perhaps that was the case in the early days of email marketing, but consumers are more sophisticated than ever before, and the customer journey is more complex than it has ever been. While it’s good to know a recipient opened an email or clicked on a link, that doesn’t tell you much about where they are in the customer journey. Or does it?
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?