Tag Archives: Targeting & Personalization

Customer First Thinking Podcast: Email Still Rules

customer-first-thinking-podcast:-email-still-rules

Email marketing never seems to get the respect it deserves, yet consumers continue to prefer it over every other media channel, says Stephen Shaw, host of the Customer First Thinking Podcast. I could agree more. I recently joined him on his podcast, where we talked about how the future of email marketing is as promising as ever. During our conversation, he asked me: Why doesn’t…

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6 Ways to ‘Review and Improve’ Your Automated Emails

6-ways-to-‘review-and-improve’-your-automated-emails

As a slogan to promote automated emails, “set it and forget it” has been disastrously successful. That’s because, while it spurred marketers to create lots of triggered campaigns, it set horrible expectations for how to maximize their effectiveness. The truth is that these are living, breathing campaigns that need ongoing care and nurturing for as long as you’re running them. That’s why I call these…

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The Biggest Shifts in Email Marketing Trends for 2022

the-biggest-shifts-in-email-marketing-trends-for-2022

The turbulence of the past two years has heavily influenced recent email marketing priorities and is shaping the trends that will dominate 2022. We can see those shifts in the results of our third-annual Email Marketing Trends Survey, where we surveyed Oracle Marketing Consulting’s more than 500 digital marketing experts about the adoption and impact of 26 email marketing tactics and technologies. For a detailed…

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Email Marketing Trends for 2022: Proven Essentials

email-marketing-trends-for-2022:-proven-essentials

Email marketing is constantly evolving, so it can be difficult to know where to invest your time and energy from year to year. It’s extra challenging in turbulent times like these, when consumer behaviors and business goals are shifting rapidly. To help you prioritize your email marketing efforts this year, we surveyed Oracle Marketing Consulting’s more than 500 digital marketing experts, asking them to rate…

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Progressive Profiling: Fuel for Long- & Short-Term Personalization

progressive-profiling:-fuel-for-long-&-short-term-personalization

With the phaseout of third-party cookies on the horizon, brands are focusing more on collecting zero-party data. This is information that’s provided directly to brands by consumers. Often, it’s provided in response to progressive profiling efforts—that is, ongoing efforts to build an evolving picture of a customer or prospect over time through forms, surveys, and other methods. Without progressive profiling, you’re reliant forever and solely…

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Email Marketing Trends for 2022: Competitive Differentiators

email-marketing-trends-for-2022:-competitive-differentiators

Email marketing is constantly evolving, so it can be difficult to know where to invest your time and energy from year to year. It’s extra challenging in turbulent times like these, when consumer behaviors and business goals are shifting rapidly. To help you prioritize your email marketing efforts this year, we surveyed Oracle Marketing Consulting’s more than 500 digital marketing experts, asking them to rate…

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8 Alternatives to Open-Triggered Email Sequences in the Age of Mail Privacy Protection

8-alternatives-to-open-triggered-email-sequences-in-the-age-of-mail-privacy-protection

As more Apple Mail users have enabled Mail Privacy Protection (MPP), opens have become an increasingly unreliable signal of individual-level engagement for email marketers. That is requiring marketers to redefine how they select active audiences for campaigns, how they determine inactivity and make suppression decisions, and how they design journey progressions that were previously driven by opens. That last impact will be particularly hard felt…

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e-shot: Email Engagement Is on the Up, and 7 More Trends for 2022

e-shot:-email-engagement-is-on-the-up,-and-7-more-trends-for-2022

The pandemic has put an increased focus on email marketing as a way for consumers to stay in touch with their favorite brands. Engagement is up, but e-shot wonders what marketers should focus on in 2022 to keep growing their email marketing programs growing. Along with Kath Pay, Jordie van Rijn, Dela Quist, Jenna Tiffany, Dave Chaffey, and Dan Hare, I help illuminate 7 trends…

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Dyspatch: The Email Marketing Trends That’ll Dominate 2022

dyspatch:-the-email-marketing-trends-that’ll-dominate-2022

It’s that time of year again: Prediction time. Since the future is always hazy, Dyspatch’s Liz Willits pulled together 12 experts to share their thoughts on the email marketing trends that will take off in 2022 and help marketers succeed. I was honored to be included, along with: Dave Gerhardt, Chief Brand Officer at Drift & Founder of DGMG Eddie Shleyner, Founder, VeryGoodCopy.com Andy Crestodina,…

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How to Define Active Email Audiences as Opens Depreciate + Priorities for a Mail Privacy Protection World On-Demand Webinar

how-to-define-active-email-audiences-as-opens-depreciate-+-priorities-for-a-mail-privacy-protection-world-on-demand-webinar

Apple’s Mail Privacy Protection (MPP) will likely only be the first mailbox provider to flood marketers’ systems with fake opens, obscuring real ones. Welcome to the Age of Email Open Depreciation. Although far from perfect, opens were email marketers’ most frequent signal of engagement, generally clocking in at about eight times the number of clicks. As such, marketers relied on the metric to drive a…

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Litmus: 2021 State of Email Report

litmus:-2021-state-of-email-report

If you want to keep your finger on the pulse of changes in the email marketing industry, then Litmus’s 2021 State of Email Report is a must-read. The 43-page report is packed full of survey data and insights around 5 trends: Email marketing is increasingly critical to business success. There’s no question: Email has always been important. But now? It’s essential. Personalization and automation are…

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Alchemy Worx: 2021 Consumer Survey on Shopping Sentiment & Email Behavior

alchemy-worx:-2021-consumer-survey-on-shopping-sentiment-&-email-behavior

Alchemy Worx’ latest consumer survey delivers timely insights about consumer purchasing intent this holiday season and the factors that are impacting those purchasing decisions. Those factors include the email and web experiences created by brands, as well as issues like sustainability and inclusivity. In addition to lots of great data, the report includes insights drawn from the findings from Dela Quist, Ada Barlatt, Komal Helyer,…

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Holiday Marketing Quarterly: Fourth Quarter 2021 Checklist

holiday-marketing-quarterly:-fourth-quarter-2021-checklist

Oracle’s Holiday Marketing Quarterly gives B2C brands a quarter-by-quarter checklist for how to achieve more during the critical holiday season with their email marketing and other digital marketing channels. Along with guidance on planning, strategy, and prioritization, you’ll get advice and tips from some of Oracle Marketing Consulting’s more than 500 digital marketing experts. The fourth quarter is focused on wrapping up your final prep…

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Email Marketing’s Increasing Role as Third-Party Cookies Disappear

email-marketing’s-increasing-role-as-third-party-cookies-disappear

While some think that Google giving marketers two more years to prepare for the depreciation of third-party cookies will lead to complacency, I hope that brands maintain the momentum of recent months. Without a doubt, this change across the entire online advertising industry is causing a major shift in digital advertising targeting and identity management. Every marketer would be wise to use this extra time…

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The 2 Social Contracts Being Broken by Apple’s New Privacy Protections

the-2-social-contracts-being-broken-by-apple’s-new-privacy-protections

Apple’s Mail Privacy Protection will have broad implications for how brands operate their email marketing program. These changes are most disturbing because they disrupt norms that have been in place for more than a decade—norms that have served consumers well and kept marketers honest. I would go so far as to say that these norms amount to social contracts, which Apple is now putting marketers…

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Drive Your Customer Loyalty Program with Automated Campaigns

drive-your-customer-loyalty-program-with-automated-campaigns

Just like email subscribers have their own distinct lifecycle that’s separate from the overall customer lifecycle, loyalty program members do too. They’re acquired by loyalty programs, get onboarded, need engagement as well as reengagement, and eventually transition out, usually passively. Automated email, SMS, direct mail, and other marketing campaigns have a key role in ushering and supporting loyalty members through each of these stages to…

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The Advantages of Gender-Neutral Messaging

the-advantages-of-gender-neutral-messaging

Gender-neutral marketing creates new possibilities for your customers, allowing them to view your products and services free of gender constraints. To put it plainly, gendered marketing reduces your addressable audience and alienates a growing number of consumers who prefer gender-neutral messaging, while gender-neutral marketing is more inclusive and more reflective of our changing society. This is especially true for Generation Z, which are 40% of…

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Pandemic Email Audience Changes: Managing the Risks and Opportunities

pandemic-email-audience-changes:-managing-the-risks-and-opportunities

List building has been challenging over the past 18 months, which has now made managing subscribers a challenge. Before talking about the issues that are pressing now, let’s look at how we got here… When coronavirus lockdowns started in March last year, consumer behaviors started to rapidly evolve. Many stores were closed and many people didn’t want to go to the stores that were open,…

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Email Marketing Audit: Spotlighting 4 Commonly Neglected Areas

email-marketing-audit:-spotlighting-4-commonly-neglected-areas

It’s easy to get caught up in the day-to-day operations of your email marketing program—rushing to get the next campaign out. It’s hard work! But if you’re on auto-pilot, you might neglect several strategic and structural areas of your program. While your marketing technology stack is advancing with new features, your marketing programs might not be. Sound familiar? If so, Oracle Marketing Consulting’s Sophie Haywood…

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