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.
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.
Even as email marketing approaches its 30th birthday, it’s still widely recognized as one of the most essential — and effective — channels for digital marketers. However, before you can begin to maximize email’s ROI, you must build an email list.
With more businesses investing in email marketing, the modern consumer is becoming increasingly protective of their inbox. This means that you must continually offer email content that offers value to your subscribers. You also need to optimize your subscriber acquisition strategy to keep your list growing, and stay ahead of the competition. We’ve put together a few ideas that can be implemented quickly and will increase your chances of converting your anonymous prospects into subscribers.
With a collective buying power over $200 billion — the most of any generation — Millennials are an essential demographic for retailers to find a way to reach with their messaging. Some marketers seem anxious to downplay email as one of the chief means to do so, but new research from Euclid suggests email is as important a channel as any when it comes to reaching Millennials. It’s not that email isn’t effective; it’s that impersonal email isn’t effective. Email marketers have an opportunity with Millennials, but not if they continue to batch-and-blast with messages that make young people yawn.
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.
In recent years, many leading brands have diligently been working on eliminating data silos and ensuring that there’s one source of truth for all of their data. New information pours in by the second. Marketers instantly use that data to create highly personalized experiences on the web and mobile apps in real time. Online retailers work hard to make their website a well-orchestrated, enjoyable experience for customers, often with highly customized elements and personalized recommendations. Everything is immediate. The standards are high. No retailer would accept their website being too slow to respond to customer behavior.
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?
The evolution of marketing over the past 50 years brought it from being sales led to being tech led today, and technology will continue to drive this science as it catches up with customers’ interests. People are buying differently, they are smarter and more demanding with what they’re looking for.
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: