When sending enterprise email at a large scale, a common obstacle that many B2C martech / marketing operations groups face is the struggle of moving and using their data. We’ve spoken about this topic in the past, and we’ve written about it too — but that’s because there are so many hurdles caused by the data movement necessary with a traditional marketing cloud ESP. Whether it’s setting up nightly copy and replication jobs to send your customer data to your marketing cloud ESP, fitting your data to their stringent data model, handling PII data security, or finding a way to bring your email data back down to your environment, using traditional ESPs at a massive scale can cause headaches for most marketing ops groups.
As marketing technology improves and evolves, it can be challenging for today’s marketer to keep up with all the new tools, and understand which ones best fit their needs. Balancing the level of need with concerns about budget, competitiveness, implementation time is never easy work, and it can even lead to paralysis where a team just treads water with the martech it has because sticking with a mediocre or worse status quo is less daunting a challenge than doing the work necessary to identify and implement the right solution for the future.
One common perception of email messaging is that it mostly consists of marketing campaigns — sending personalized emails to a large group of people at once, and sending a consistent message. However, in reality, the majority of all email sent by brands consists of transactional messages, or messages sent in response to a customer interaction with a company. Although there are many types of transactional emails, a few examples include:
- Password Resets
- Payment Reminders
- Purchase Receipts
Among many others. And it’s no surprise that these messages make up the majority — open rates for these messages are over twice as high, and these emails are clicked six times more than typical marketing messages.
Being proactive instead of merely reacting to every new technological advance in the industry is essential if you’re going to stay ahead of the competition and deliver the sorts of email experiences your customers are going to come to expect in the future. It’s always important to remember that you’re not marketing in a vacuum. Your subscribers’ inboxes are being flooded with marketing emails every day, from companies large and small. Some of them are going to take advantage of the latest technology, using machine learning, AI, or other cutting-edge tools in order to create sophisticated, highly personalized email campaigns. And once your customers get those emails, that’s the level of experience they’ll come to expect from everyone. You included.
Technology and big data have been changing email marketing for many years now, in many cases for the better. But, in some cases, the technological revolution is making the email marketer’s job harder, less efficient, and taking them away from the work that attracted many of them to the industry to begin with.
Our upcoming webinar — in concert with the Email Experience Council — will address these changes and offer advice for the email marketer who’s struggling to adjust to the new reality. We’ll look at this phenomenon through the lens of research we recently completed, asking email marketing pros from across the country to discuss their opinions on the state of the industry, how efficient their teams are, and how they see their jobs changing.
For enterprises that send email at a large scale, Marketing Ops is faced with a difficult question: How do you ensure that the millions of emails that need to be sent every day get out quickly and reliably? This problem is compounded by the facts that large amounts of data are required to produce millions of emails, and the data is frequently divided among multiple databases across the enterprise (purchase history, customer profile, client support, etc.). For these organizations, it’s imperative to respond to real-time changes in data (such as recent purchases or interactions), and corporate firewalls often determine that marketing data needs to stay on premises.
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.
Google officially announced the redesign of Gmail for the web Wednesday, introducing new enhancements and features. They integrated G-suite so that you can efficiently navigate through Calendar, Tasks, and Keep all in the same window, without having to open multiple tabs.
One of my favorite features is the ability to click on attachments without opening and scrolling through lengthy email threads. Currently that feature is only available in the default view — they provide 3 options: default, comfortable and compact view.
Gmail also added a ‘nudge’ feature that will appear next to the subject line of emails, which reminds you to follow up and reply to any emails that may have been missed. The ’Smart Reply’ feature, which was previously released on Inbox by Gmail and Gmail app on Android/iOS, is now available on Gmail for the web. ‘Snooze’ is another addition that gives users the option to stop notifications from an email for a set amount of time to help reduce potential distractions.