10 Dos and Don’ts to Get Personalization Right

10 Dos and Don’ts to Get Personalization Right

Personalization rules the email world these days, or so it seems. Personalization is the magic key that gets more email delivered, viewed, and acted on, and all that activity means more sales, higher revenue, and better deliverability, right? We even have personalization platforms that make creating 1:1 emails as easy as clicking a few buttons. But not everybody agrees. In December 2019, research firm Gartner rained on the personalization parade when it predicted that 80% of marketers would abandon their personalization efforts by 2025. However, two days later, the Association of National Advertisers crowned “personalization” as its word of the year for 2020. What’s going on here? The truth is that email personalization isn’t as easy as dropping your customer’s first name in the subject line or message body. You need a reason to use it. You need plenty of data, and that data must be well-organized and easily accessible. You need creative content that uses personalization in the right context so your subscribers don’t freak out when...
Read More
Is Data Quality Holding You Back From Better Email Personalization?

Is Data Quality Holding You Back From Better Email Personalization?

Personalization is a major goal for most email marketers. But one of the factors holding them back is not having the good-quality data they need to do it effectively. In “Email Strategies for Success,” a 2017 research report by the email service provider Upland Adestra, 77% of respondents said they believe email marketing effectiveness is increasing significantly. Also, 64% said improving email personalization was one of their most important goals, but 51% of the respondents said that data quality is the biggest barrier to personalizing effectively. As this study makes clear, executing “personalization” is not as easy as everyone makes it out to be. It all boils down to having “good data.” In 2020, I am willing to bet that the need to implement personalization remains as strong as ever, but marketers are still having the same issues with data quality. Below I will highlight two of the important steps needed to unlock the value of email personalization. Begin by defining personalization in email Email program...
Read More
Are You Ready for the New Era of Data Privacy and Security?

Are You Ready for the New Era of Data Privacy and Security?

Today’s email marketers operate in a world where the rules governing data privacy and security are stricter than ever, and penalties for noncompliance can be harsh. But keeping up with a changing set of regulations is hard when you have to juggle dozens of issues just to get campaigns out the door on time. In this white paper you'll learn: What is CCPA? Are my security practices compliant with ALL laws and regulations? How can I avoid data breaches? We’d love to help your company prepare for the many challenges in running a successful email marketing program, whether on the content side, in deliverability, or making sure every aspect of your program–including data privacy and security–conforms to industry best practices and legal requirements. ...
Read More
2018 North American Email Benchmarks & Trends Report

2018 North American Email Benchmarks & Trends Report

Open rates in North America have now surpassed the 30% threshold and CTOR averaged over 15%. Benchmarks are a quick way to determine where you rank in the email maturity spectrum and if you are trending in the right direction. Download this report to see our latest benchmarks and compare how your programs are performing. ...
Read More
Use Data to Create a Better Customer Email Experience

Use Data to Create a Better Customer Email Experience

Personalization – the science of creating highly relevant emails that are as close to one-to-one messages as you can get at scale – is an email marketer's goal and the toughest challenge. Personalization is the most effective email tactic for 62% of email marketers who participated in a recent survey by Ascend2. But, 47% of them also said it was the most difficult one to pull off, thanks in part to the trend toward hyper-personalization from higher-order data integrations like artificial intelligence. I've seen this in my work with clients as well. Many struggle with personalization and segmentation, and it's not just lack of data or the capability to integrate it in their email platforms. They just don't know where to start. They have an abundance of data everywhere and no clear starting point either for upgrading a personalization program or starting a new one. Here's my best advice: Begin this by inventorying the data you have, identifying what you need to...
Read More
GDPR Regulation 2018: What You Should Know

GDPR Regulation 2018: What You Should Know

Is your company ready for the GDPR regulation in May 2018? The General Data Protection Regulation is a unifying standard of protection for data within the European Union. On an individual level, it allows customers to have more control over how their personal data is used. On a larger scale, the enactment of the GDPR simplifies data protection within international business. Most companies are preparing for GDPR’s enactment. For example, in 2017, a PwC study found that 92% of those surveyed considered compliance with the GDPR to be a top priority on the privacy agenda for their companies.   GDPR was adopted April of 2016 but will not be enforced until May 25 of 2018. It requires companies to get explicit consent for how they use consumer’s data. GDPR affects all those within the EU and any organization or company using personal data from members within the EU.  The EU defines this personal data as “any information relating to an individual, whether it relates to his...
Read More