Everyone agrees that personalization is important for any messaging strategy — Consumers expect it, and marketers see consistent positive results. When 79% of consumers say they’re more loyal to brands that understand them, there’s no going back. So, personalization is here to stay. If there’s one marketing prediction we can be confident in right now, it’s that marketing messages are only going to get more highly tailored rather than less for the foreseeable future.
For marketing/communications teams at businesses with especially sensitive customer data and sophisticated encryption needs — financial and healthcare organizations, for instance, or any company with leadership that makes enterprise data security and enterprise data protection a top priority — the attitude toward email marketing often approaches ambivalence.
Because they can’t risk sending any personally identifiable information (PII) up to the cloud, where it’s outside their control and vulnerable to a security breach, they believe they can’t send personalized messaging campaigns. After all, if they can’t afford to allow the data to leave from behind the security of their firewall, how can they do anything more sophisticated with their ESP than spray and pray?
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.”
Every marketer has faced challenges when creating what they hope to be successful email programs. For those working in highly regulated companies such as banks, those challenges can often seem like mission impossible.
The many and changing regulations that govern banks apply fully to their marketing departments. And while email marketers have been able to work around those regulations to create amazing work, many still struggle with getting the data they need and using it to send highly personalized marketing messages.
But banks have a lot going for them when it comes to marketing. They have a LOT of first-party data on their customers. Moreover, new technology is emerging that could give banks the connection they seek, while maintaining the highest level of security.
Few things in life beat the feel-good nature of Spring. The warm weather and the sunshine can motivate you to clean house and begin new projects.
Spring is also a great time to review your marketing programs and tech stack, including your email service provider. Excellence doesn’t happen by chance, especially in today’s highly competitive and shifting digital marketplace. You may spend months planning various campaigns and programs, but if your email technology falls short, your results will suffer. You need to know how your ESP helps you succeed and whether it gives you the tools to help you succeed.
There are many terrific agencies that provide in-depth, custom ESP audits, but here are a few key indicators to get you started: