Recently, we published an update to the research we had conducted concerning the marketing messaging trends among the world’s Super Senders as the world came to grips with COVID-19. Now, after a month of continued self-isolation and quarantine in many places around the world, we wanted to take another look at the larger trends of email sending and interaction to see how marketers were reacting to the prolonged fight against the virus. Key questions for this analysis were:
- What are the volume trends for email over 2020? Can we observe some sort of stability or continuing trend?
- What kinds of mailings are being sent? Do we see a shift in marketing campaigns vs. triggered messages?
- How are recipients interacting with mailings? Now that many people are staying at home for much of the day, will that affect interaction?
To perform the analysis, we reviewed billions of delivered emails since the beginning of the year. All times displayed are in Eastern time for ease of visualization, and all volumes are relative.
Last week, I wrote about our new product, Segment, and how it enables marketers to effectively segment, enhance, and export their data. This week I’ll continue the discussion of Segment, but I’d like to give a more detailed look at our design and architecture of the product and why our solution is able to support the needs of the modern marketer.
MessageGears has always led the market in the ability to plug in to our users’ data and allow rich audience creation for message sending. It’s the reason we exist — enterprise organizations need live access to their data in order to keep up with consumer demands for messaging personalization, and the leading crop of remote cloud ESPs doesn’t provide them with that.
However, many users want to go even further — starting with a large data pool of their recipients and having the capability to finely segment them into recipient groups and orchestrate the communication of these users to different channels and experiences. It’s not enough for many ambitious marketing teams to be able to merely access their data. They want to be able to do more with that data, to segment it in whatever way they want, in order to fine-tune the personalization level of their campaigns, targeting the right people with the messages that are most relevant, based upon what they know about those people.
When marketers hear that MessageGears’ customer marketing platform can help them send more personalized messaging campaigns by connecting directly to their data, many of them balk. They think about all the times they’ve been shot down by the I.T. team, and they dread the idea of even making that walk over to that side of the office. Getting a customer marketing platform just sounds like it’ll tie them closer to I.T., and neither side of the relationship wants that.
It’s easy to understand why they feel that way: Typical ESPs are remote from the data and cause headaches and data friction between marketing and marketing operations. The solution that MessageGears offers is unique, and it involves re-thinking how a marketing platform and the data and technology teams work together. Once you shift your thinking a bit, though, the fact is that MessageGears is well positioned to do a lot to actually eliminate that relationship friction between Marketing and I.T.
What should be the last thing a marketer should have to worry about when designing and building a portfolio of rich messages and orchestrating them for ideal delivery? The uptime of their message service provider. It’s 2020 and, sadly, not all companies plan for near 100% uptime. Uptime and reliability for message delivery is an assumed quality that every vendor has, until it’s not there and your Black Friday, Holiday or Limited Time offers are either delayed or not delivered.