How data and design work together

How data and design work together

You've probably heard of the saying "Form follows function." In email, the saying would be "Design follows data." In other words, the data you plan to use in a campaign, whether a stand-alone email campaign or as part of a nurture series or journey email, should dictate the set-up and design of that email, instead of the other way around.  Want to use dynamic content in your emails? Have reliable data first Let's say you've heard a lot about dynamic content, and so you go to your email development team and say, "Can you design me a template for dynamic content now? We can figure out the back end later." The short answer: No. Design cannot run ahead of the back-end development of dynamic content because the data or data files might not be reliable.  Email design needs to accommodate "graceful degradation" – a design term that means an email is designed for the viewing clients that support its features and has fallbacks built in...
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Increase Customer Engagement With These 4 Tips

Increase Customer Engagement With These 4 Tips

Customers are now more powerful than ever. Their always-connected status and ability to find information anytime from anywhere–in a matter of seconds–puts them in control of their own experience, and this trend has forced marketers to rethink how they engage and connect with their customers. Here are 4 tips to drive engagement for your digital programs. Make it Personal Personalization has been deemed as one of the most important tools for data-driven marketing, according to more than 70% of 220 marketing experts surveyed by Ascend2. The ability to personalize your messaging, rather than simply sending out a blast campaign, is key to increasing the user experience and therefore increases the success of marketing campaigns. Begin by creating groups of similar customers, and target promotions to each client’s specific needs. The most common ways to segment are by demographics, geographic location, purchasing behavior and/or psychographic segmentation (interests, hobbies, lifestyles, values, and attitudes). By segmenting your lists, you will begin to see an increase...
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