Email Marketing Rules

Forget Personalisation, It’s Impossible and It Doesn’t Work. I’ll be honest: When I saw that headline in my Twitter feed, I nearly laughed out loud. In fact, I assumed the piece was satirical. It wasn’t.

As a long-time believer in and witness of the power of personalization in email marketing, I was skeptical. However, if you take the time to read the article as I did, then you’ll discover that the authors make some strong arguments about the weaknesses of personalization as a technical endeavor and business goal for B2B brands. Their opinion hinges on two points. Both are worth examining, along with some counterpoints.

>> Read the full article on MarketingProfs.com

As ways to increase the relevance of your digital marketing campaigns, segmentation and personalization have evolved dramatically over the past decade or so. Indeed, they’ve come so far that simple personalization like addressing subscribers by their first name are now viewed as hollow gestures.

Today, consumers expect brands to use segmentation and personalization to demonstrate that they’re paying attention and truly understand who they are and what they’re interested in. Thankfully, brands have a wealth of potential data they can use to get closer to their customers and prospects.

In Oracle Consulting’s latest Marketing Checklist, we share more than 170 customer attributes you can use to either send a segmented campaign or personalize a campaign. These attributes include seven different kinds of information. In this post, Kaiti Gary discusses each kind.

>> Read the entire post on Oracle’s Modern Marketing Blog

Checklists can inspire you, help you identify gaps, allow you to take inventory, and provide an easy-to-follow action plan. At Oracle Marketing Consulting, we use checklists all the time with our clients. In fact, we love them so much that we wanted to share some of our most useful checklists, including this one about audience segmentation and personalization ideas.

Relevancy is core to delivering value to digital marketing subscribers, and segmentation and personalization are two of the major strategies for creating it. In this report, we’ve compiled a list of more than 170 attributes you can use to either send a segmented campaign or personalize a campaign. These customer attributes fall into seven different kinds of information:

1. Demographic
2. Firmographic
3. Technographic
4. Geographic
5. Psychographic
6. Behavioral
7. Social Influence

We hope this checklist inspires you to send more segmented and personalized digital marketing campaigns so you can achieve the performance you’re looking for.

>> Get the checklist via free, no-form download

Which messages should I send this subscriber today? For many brands, the answer to that question is complex, because some of their subscribers are qualified to receive multiple broadcast, segmented, or automated messages because of their preferences or behaviors. However, sending them a bunch of messages in quick succession tends to create noise, not success.

The solution to this problem is to have a clear message prioritization, which involves suppression and send time decisions around your digital marketing campaigns to ensure you’re:

• Not sending so many messages that your subscriber fatigues or opts out
• Sending the highest value message
• Avoiding taking attention away from your high-value messages

Accomplishing that can involve everything from no-tech to high-tech tactics. It also helps to strategize your message prioritization by dividing your campaigns into three buckets:

1. Your broadcast campaigns
2. Your segmented campaigns
3. Your automated campaigns

Let’s look at the tactics you’ll want to consider…

>> Read the entire post on Oracle’s Modern Marketing Blog