Let’s say that you’re a marketer without a budget. Or rather, let’s say that your budget is unlimited. Where would you market your product or service? Without concern for cost, you might be tempted to market to everyone; every minute of every day across every possible marketing channel. You could run advertisements on TV, radio, robocalls, email, SMS, mobile push, snail mail, AdWords, Facebook ads, podcasts, blog posts, and whitepapers ad nauseam. Everyone would hear your message. Your company would be a household name. But should it? Would that even make sense for your company? Even if you’re Coca-Cola and you want every man, woman, and child to buy your product, are there cases where it might make sense to hold back?
What if your potential customers feel inundated with all of those meticulously crafted marketing messages, their inboxes and mobile phones flooded with poorly targeted ads? What if they are annoyed by the lack of relevance to their needs? More importantly, what would be the cost of marketing with such reckless abandon? Does it make more sense to be selective about your target audience for each campaign?
Most people who have been in the email industry for any time have found their way to Really Good Emails‘ blissfully simple and helpful website, where they can see what other email marketers have done recently that’s, well, really good. Whether you’re searching for inspiration as you build a new campaign or just like to see what your colleagues are working on, it can be an addictive site to scroll through.
So when the RGE guys decided to throw their own conference — dubbed Unspam — over an April weekend in downtown Greenville, S.C., it was intriguing. We knew it was going to be a relatively small event, but what would it feel like? Every conference takes on a personality of its own. What sort of atmosphere would it be? And what would we learn?
We’re just a few weeks before the Email Evolution Conference kicks off April 24, and the MessageGears team is excited to reunite with so many email industry experts in one place. EEC is an event we look forward to each year and, since it’s going to be in our home state of Georgia, we thought we should offer some of our thoughts and advice on how to enjoy the event.
Starting with the conference itself, there are so many great talks that it can be tough to decide which ones to attend, especially when you have to choose among three breakout options. Here are three sessions that we’re most looking forward to:
With the recent roll-out of our cross-channel capabilities, MessageGears is putting a focus on empowering mobile marketing messaging and driving more audience engagement through a user’s mobile device. We’re complementing our cross-channel offering this week with Deep Linking functionality, now available as part of the MessageGears platform.
Through Deep Linking, we will have support for both iOS Universal Links and Android Deep Links, enabling marketers to create content in email or SMS messages that opens links to destinations within their app instead of in a mobile browser. For example, if you’re sending a hot new deal to a recipient for a purchase page that is part of your app, you can have mobile users go straight to the application, while desktop users and recipients without your app land at your destination URL on your website, just like today.
It’s no secret to most marketers that personalized messages get a better engagement and conversion rate than static, one-size-fits-all ones. With inboxes and mobile phones as busy as they are today, consumers want the messages they receive to be relevant to them. Those are the messages they’ll respond to. Not only does it interest them more, but it shows you see them as more than a persona. They’re an individual, and personalization is part of acknowledging that.
But how do you do it effectively and seamlessly when delivering campaigns across multiple channels, from email to mobile? Our recent webinar discussed the five tools you can put to use to improve the engagement levels with your campaigns, while putting the data you’ve collected to good use.