Data-Driven Strategies Are Integral
Recently, Rob Banner cited the confluence of marketing technology and advertising technology, aka MadTech, as possibly the most important space in business today as it has the potential to disrupt whole markets via the successful deployment of the right tools and strategies — tools and strategies driven by data.
As email marketers, data-driven strategies are integral to everything we do. So much, in fact, that the term can ring as a bit of cliché. Email has always been a technology-enabled medium and a data-enabled medium. One could argue that, historically, that was the distinction between marketing and advertising; marketing was behavior or data-driven, and advertising was not. Increasingly, we see these worlds merging around data as customer experience, and customer perception, shape sales. Brand loyalty becomes determined by a company’s ability to truly understand their customers’ wants and needs, and act on those insights. In this new reality, everything is data driven and the distinction and division...
*This is a support article that provides insight into our latest whitepaper, Measuring the Impact of Innovation in Email Marketing.
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Remember when the marketing-technology landscape looked like this?
That was back in 2011 when we thought we were living in complex times.
Here's the landscape today, with 5,000+ logos on the board:
Look at all those companies, ready to solve every marketing problem, from acquisition to retention, from onboarding to loyalty, from extracting every bit of data possible to using it to make messaging more timely and relevant.
So, we're all at the top of our games, right?
Marketers should be leveraging the insights and efficiencies promised by these mar-tech innovations to drive measurable and demonstrable business results.
But most aren't. Because they can't. Marketers everywhere are struggling with two major issues that compete against each other:
More pressure than ever on marketers to show and improve marketing results while justifying each financial decision.
Too many marketers don't use analytics to drive decision-making because...
Top 5 Email Marketing Challenges
Whether it’s an in-house FTE (full-time equivalent) or a digital marketing agency you’re talking to, the general impression people have is that email marketing is easy. Basically, it’s a digital version of direct mail. Well, we have a saying here at Trendline Interactive: "Email marketing is hard."
This is the biggest challenge we face with any client. Whether it’s getting the data you need from internal systems to make sure you can act on it, or ensuring that the automated feeds are clean and don’t have any stray characters, which can throw off imports or break reporting. We spend a lot of time working with data throughout the lifetime of a client. It is an aspect of the system that requires constant vigilance.
2) QUALITY ASSURANCE
When it’s crunch time, and an email HAS to go out the door NOW, the most overlooked thing is quality-assurance (QA). We allow 48 hours for our QA process to be...