Bring Data Privacy To The Forefront

Bring Data Privacy to the Forefront

Data privacy, once mainly discussed in circles that place extreme importance on hat color, has now become a near-daily topic of conversation. Tech moguls regularly testify before government panels, news of data breaches breaks constantly, and global brands face highly publicized challenges keeping data secure and private. As a marketer, it can be hard to know where to start addressing these concerns — from both legal and practical perspectives.

The European Union’s GDPR has gotten the most press among privacy legislation, but similar laws are pending or already in effect in many jurisdictions outside the EU. Let’s take a look at the current landscape and some ways you can prepare for what’s next.

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Marketing Should Make I.T. A Full Messaging Partner

Marketing Should Make I.T. a Full Messaging Partner

As marketers, it’s easy to get caught up in your own world when preparing cross-channel messaging campaigns. After all, you’re writing the copy. 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 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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Webinar Recap: Balancing Privacy And Personalization In Your Emails

Webinar Recap: Balancing Privacy and Personalization in Your Emails

When it comes to email marketing, consumer expectations have never been higher for personalization, or for data privacy. If you think this seems like a paradox, you may be right. The very customer data that enables you to send the types of highly tailored content your customers crave can also make your brand seem creepy if you cross the line for any individual on your list. It can seem like a losing battle, though, for some, to the point that some brands almost give up entirely, sending bulk mailings that don’t stand out in today’s crowded inbox. So what’s the solution?

In our recent webinar, email industry veteran Angela Vega (Senior Marketing Manager, Vrbo) revealed five key guidelines that can help you deliver content your customers will love (and that will lead them to buy) while respecting the security of their data at the same time. Here’s a look at those guidelines and how each can contribute to managing the tricky personalization vs. privacy balance.

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How A Direct Data Connection Can Transform Financial Marketing

How a Direct Data Connection Can Transform Financial Marketing

Every marketer has faced challenges when creating what they hope to be successful, personalized cross-channel messaging campaigns. For those working in highly regulated industries like banks and other financial institutions, those challenges can often seem impossible to overcome, especially when data access is a primary factor.

The many and changing regulations that govern banks apply fully to their marketing departments. And while marketers have been able to work around those regulations to create amazing cross-channel campaigns, many still struggle with getting access to the data they need and using it to send highly personalized marketing and transactional messages.

But banks have a lot going for them when it comes to marketing. Not only do they have a lot of first-party data on their customers, but the right addition to their martech stack could give banks the data connection they seek, while maintaining the highest level of security.

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Research: The Benefits Are Clear With Modern Data Warehouses

Research: The benefits are clear with modern data warehouses

Our exclusive new research into the enterprise marketing experience with modern data warehouses (MDWs) uncovered lots of interesting information about how those relationships are working from the marketing side. While the general tenor was quite positive, we received a wide variety of responses to our questions, as one would expect.

But the most consistent, resounding response came to our question about benefits to working with an MDW. No matter the size of the organization or their responses to other questions, enterprise marketers overwhelmingly said that they saw the benefits from having their data in an MDW.

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4 Benefits To Connecting Your ESP Directly To Your Data

4 Benefits to Connecting Your ESP Directly to your Data

Enterprise B2C marketers understand better than most the importance of having a clean and organized customer database. And with the massive amounts of data they’re dealing with, getting it to a point where it’s consolidated and easily accessible for marketing purposes can be a heavy, expensive lift.

Once your company has invested in the tools that can make that happen, though — whether that’s partnering with a modern data warehouse (like Snowflake, BigQuery or Redshift) or building out your own solution internally — how does your ESP fit into the data conversation? If you put all the time, money, and effort into organizing all your data, will your ESP be ready to help you take advantage of that? Or will it just stand as another obstacle that continues to make it difficult to fully utilize the tools you now have?

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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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The Tricky Balancing Act Of Privacy And Personalization

The Tricky Balancing Act of Privacy and Personalization

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.

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ESP KMS Encryption: The Answer For The Most Sensitive PII

ESP KMS Encryption: The Answer for the Most Sensitive PII

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?

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Spring Cleaning: Three Considerations For Your ESP

Spring Cleaning: Three Considerations For Your ESP

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:

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MessageGears announces $12M to eliminate data friction for enterprise marketers

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