Predicting the Unpredictable: Customer Analytics and Marketing in the Months Ahead

Predicting the Unpredictable: Customer Analytics and Marketing in the Months Ahead

Do you remember where you were at the end of last year’s Q1? Of course you do! The world had just been thrown off-kilter by the global pandemic, and marketing and customer analytics professionals were doing their best to respond, adapt, and (in many cases) pivot to help their organizations survive.   As we shift our focus to the second quarter of 2021, there are many lessons from the past 12 months that will help marketers navigate the current reality. In an effort to anticipate what the rest of 2021 might bring, below are my predictions for marketing and customer insights for the months ahead.  Focus on First Party Privacy regulations, like GDPR and CCPA, and the demise of third-party cookies have shifted marketers to focus on first-party data (along with zero-party and second-party) over third-party data. In a recent Merkle study, 88% of marketers said that collecting first-party data is a priority for 2021. Marketers will adopt digital initiatives for collection, build...
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Top 10 Things Marketing Automation Customers Need To Know about Email Deliverability

Top 10 Things Marketing Automation Customers Need To Know about Email Deliverability

Top 10 Things Marketing Automation Customers Need To Know about Email Deliverability 1. You’re probably not alone on your IP address Since the volume of email sent by B2B marketers is often much lower than retailers or other B2C sites, marketing automation providers often spread the usage of their Email IP addresses across multiple clients. As a matter of fact, most marketing automation subscriptions default to a shared IP. Consider checking with your provider on the costs associated with a dedicated IP address for your company, otherwise, your deliverability could be impacted by the bad practices of the other companies on the same IP. 2. More volume is not always better Major B2C ISPs and webmail providers publish the volumes that they accept on an hourly basis. Unfortunately, B2B senders don’t receive that information. Many B2B networks and mail servers can handle small volumes and don’t have dedicated mail server administrators. This makes it difficult to send a large amount of volume to these B2B networks....
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