Email Is Your Firewall Against The End Of Social Media

Email is your firewall against the end of social media

Social media can seem like an ever-present part of our culture today, going far beyond our personal lives to become a vital part of the marketing strategy for most companies. Because of their large amounts of data on the individuals that use the platforms, social channels can provide an enticing way to reach the types of people who will buy your product, and enterprise companies devote significant resources to doing so. Some businesses even surrender their own websites in favor of using Facebook as their primary channel for providing information and interaction to their customers.

In today’s environment, there’s probably little risk or danger in doing this. LinkedIn, Twitter, and Facebook (and Instagram, by extension) are all publicly traded companies with massive users bases, and they’re entrenched as advertising platforms with access to troves of data voluntarily surrendered by the people you want to market to. It makes sense to be directing at least some percentage of your marketing efforts toward social media.

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Webinar Recap: Building A Cross-Channel Marketing Data Strategy

Webinar Recap: Building a Cross-Channel Marketing Data Strategy

For marketers trying to execute a messaging strategy, customer data is going to be the lifeblood. And for that data to provide the impact they need, it needs to be thoughtfully organized and easily accessible when they need it in order to segment and target campaigns. For our latest webinar, Aptitive Marketing Analytics Practice Lead Cierra Valor joined our SVP, Growth, Walter Rowland to discuss steps teams can take today toward getting their data in order, and some of the benefits once you can get it done.

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3 Reasons Cross-Channel Marketing Should Be A Priority For Financial Teams

3 Reasons Cross-Channel Marketing Should Be a Priority for Financial Teams

Effective cross-channel marketing is a critical part of the marketing strategy for enterprise-level companies that want to compete in today’s market, and this is particularly true in the world of finance.

Perhaps even more so than with other industries, the financial sector must prioritize building sustainable brand equity and providing an impeccable experience for their customers if they’re going to maintain something that’s never been more essential — trust. Major breaches of that trust are still fresh on the minds of many and, while people’s confidence in banks has rebounded a bit from its 21% low in 2012, Gallup’s 36% is still a historically poor number for the industry.

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Rise Of The Modern Customer Data Warehouse And Leveraging It As The ESP Database

Rise of the Modern Customer Data Warehouse and Leveraging It as the ESP Database

One of the most profound movements in marketing over the past five years or so has been the desire to consolidate as much customer information as possible into a single 360-degree customer database — more specifically, a Data Warehouse. If you have every piece (or nearly every piece) of first-party, second-party, and third-party data that you own or have acquired about your customer in one place, you can be even more personalized, responsive, and predictive (i.e. leverage AI models) about how best to serve and communicate to those customers. And customers increasingly expect you to leverage their data in this manner — to deliver a better cross-channel experience that “surprises and delights.”  To fail to do so is to risk losing that customer relationship.

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3 Steps To Leverage More Of Your Customer Data For Email Marketing

3 Steps to Leverage More of Your Customer Data for Email Marketing

How much of your customer data is accessible for email marketing? Rising customer expectations mean today’s marketers need more access than ever before to up-to-date data. But customer data isn’t all marketers need to access. They also need data they may house outside of the marketing department, including data for inventory, geolocation, shipment tracking, etc. But just 17% of marketers at some of the world’s largest companies told us they were very satisfied with their real-time data access.

The data marketers are able to use (or not use) in email marketing largely depends upon where customer data resides and how they access it. If you want to leverage all your customer data for email marketing — not just the data that happens to reside with your ESP at any given moment — it’s time to restructure how you manage, store, and access it. Here are three steps you can take to leverage all your customer data to increase personalization and improve your email marketing efforts without compromising data security.

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Is Your Real-Time Marketing Really Real Time?

Is Your Real-Time Marketing Really Real Time?

Every marketer needs to ask this question: “Is my real-time email marketing really real time?” If you haven’t started asking this question, you will soon. Email marketing has proven itself to be a prime real-time marketing tool. Still, many marketers are surprised to find that what they call “real time” isn’t so real time after all.

While real-time marketing is most closely associated with brands sending timely messages to a mass audience, one of the biggest impacts of real-time marketing comes in sending personalized messages to individuals. However, more personalization usually means more delays. The key to all real-time marketing is speed. But the very infrastructure of email marketing is based on a series of time-consuming tasks, such as list creation, data syncing, and batch delays. Each activity introduces another delay, any of which can quickly turn a real-time marketing opportunity into a real missed opportunity.

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Eliminating Data Silos To Improve Email Marketing

Eliminating Data Silos to Improve Email Marketing

As a marketer, how much insight do you have into the entire customer journey, from first touch to ongoing communications? Do you have a complete, global view of your loyal customers, or are data silos keeping you walled off?

Today’s consumers expect personalized, relevant, and immediate messaging coupled with a consistent experience, no matter how they’re interacting with your brand. Yet, most organizations have pieces of customer data being stored by various vendors and departments. This then makes it difficult to obtain that complete view of their customers and market to them effectively. Marketers need access to the freshest data from every touchpoint to create a seamless experience. And a lot of that starts with centralizing data internally.

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Marketing Should Make I.T. A Full Email Partner

Marketing Should Make I.T. a Full Email Partner

As marketers, it’s easy to get caught up in your own world when it comes to email marketing. After all, you’re writing the emails. You’re probably gathering the analytics. You’re crunching the data, building audiences, crafting the perfect subject line, determining the right day and time to send. It’s your baby you’re putting out there into the world, hoping that click-throughs and accolades will rain down upon you. Nothing against your I.T. team, but what do they have to do with it anyway?

The answer is “everything.”

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Email Marketing Growth In 2018 (and Beyond) Begins With 3 Imperatives

Email Marketing Growth in 2018 (and Beyond) Begins with 3 Imperatives

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.

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How To Micro-Personalize Your Emails In Real Time

How to Micro-Personalize Your Emails in Real Time

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?

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