Email Marketing Rules

In part 1 of this series on B2C personalization and automation, we looked at the importance of responsiveness and reacting to customer behaviors. In part 2, we looked at the rules for relationship marketing and how to further level up your communications so that your customers know you know (and love) them.

So you may be asking: What’s next? The next and final step is creating a full 360-degree customer profile that uses data from across your organization and then using it to super-charge your interactions with your customers and exceed their ever-growing expectations. This is the gold standard most organizations are striving to achieve. Pursuing this goal will take you to the cutting edge of relationship marketing. Those who can master it see big returns and have customers who love them and are oftentimes big advocates for their brand.

In this third and final post in this series, Oracle Consulting’s Jonathan McClure looks at some key things this level of personalization can do for you and how it uplevels 1:1 relationships to almost something out of science fiction…

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

Building out your audience and then segmenting that audience to ensure you’re delivering the right message to the right people is critical. However, it can be confusing to determine how best to improve your efforts. That’s why Oracle developed the Marketing Maturity Model, which helps you determine where your organization is in developing its various capabilities and what should be done to enhance those capabilities.

In this post, which is the second of three posts in this series, Oracle CX Marketing Consulting’s Otilia Antipa discusses B2B audience building and segmentation capabilities and how to move from a cross-channel approach to a data-driven approach. Moving up to a data-driven approach entails centralizing data from all of your channels and departments so you can ask WHY questions, not just WHAT questions. It also means having access to enriched and real-time data, so your analytics and targeting efforts become more flexible and actionable.

Let’s look at how your organization might level up its audience building and segmentation efforts…

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

In Part 1 of this series on personalization, we discussed the importance of responsiveness and reacting to customer behaviors. These leading indicators of activities you want to accelerate or mitigate in a timely fashion are key to building a highly personalized brand experience. Let’s say you’ve nailed that though. What’s next? Data-driven relationship marketing, which takes a huge step toward meeting customers’ ever-growing expectations.

There are a handful of rules here that will help guide you down this path. As you might imagine, the more sophisticated we get, the more complex they can become to manage. For the customer though, it should feel that much more seamless.

Let’s look at the rules for relationship marketing and how to further level up your communications so that your customers know you know (and love) them!

1. You are one brand to your customer
2. What’s old is new again…introducing RFM 2.0
3. Real-time gets real serious
4. There is no finish line when it comes to testing

For a full discussion of each of these…

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