When it comes to travel and hospitality, personalized experiences are what everybody wants. Travel brands have a wealth of information about their customers that should allow them to deliver on individual wants and needs. But figuring out how to leverage that data to create a personalized experience is a real challenge. Email marketing presents a golden opportunity for these brands to leverage their data to build and strengthen relationships with their customers. So what are some things these brands should keep in mind?
To truly understand the immense impact of having access to truly 100% real-time customer data while building email marketing campaigns, marketers almost invariably need an “A-ha!” moment. Or maybe several hundred of them. For the vast majority of marketers, that moment never comes, because the volume of data they’re working with is small enough to where much — if not basically all — of it can live right in their vendor’s cloud where they’re building messages.
For marketers who send fewer than 10 million emails a month, data lag and syncing issues just don’t show up on their radar. But, for those on the larger end of the scale, the barriers that can stand in the way of them delivering high-level customer experiences are high without immediate access to all their customer data. They see the value because it impacts their jobs. It negatively affects what they can accomplish, and hurts relationships with their customers.
As consumers expect more personalization from the emails in their inbox, the pressure grows on marketers to deliver. But, especially at the enterprise level, it’s never been more difficult to consistently create the kind of experience customers expect. While the CRM marketing cloud does a lot well, it also requires chopping up data and syncing it with the cloud, costing precious time and resources. And that lost time damages the marketer’s ability to reach customers with relevant messaging. That means your messages are just like so many others’ — general and impersonal. It’s the same mediocre experience your subscribers can get anywhere. You haven’t earned their loyalty.
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…
What’s driving the future of email? Who are the big players? What are the top strategies and technologies driving the market? These are questions everyone seems to be asking, but answers on future trends are never easy to come by.
The best way to determine the future is to look at what’s happening now, and look at where the momentum is headed. Here are three trends we spotted that will likely define the future of email marketing: