Personalization Is Not A Strategy

Personalization Is Not A Strategy

Why True Personalization Takes People, Process & Platform A Partner Post from Cordial We all know the drill: Every year, an analyst proclaims that email is dead. But even after almost four decades, email remains an essential revenue driver for businesses. In fact, email continues to maintain a median ROI of 122% — over four times higher than other marketing formats including social media, direct mail, and paid search according to the DMA and Demand Metric. While email definitely isn’t dead, the conventional way of sending email is. For years, marketers have assembled their audiences, built, and sent messages using a “batch and blast” strategy. Batch and blast email is the workhorse of the modern marketing stack. To this day, it represents the vast majority of email campaigns sent each year. Batch emails are relatively inexpensive to produce and allow marketers to communicate with large groups of people very quickly. The caveat is that consumers are now exposed to so much media that they...
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Partner POV: Guarding the Email Marketing Gates

Partner POV: Guarding the Email Marketing Gates

This is a guest POV from our industry-leading partners at BriteVerify.   As a marketer, your goal is to collect valuable data from people who are interested in what your company is selling. But what if bad actors hijack that process for their own purposes? We, at BriteVerify, have followed a clear trend in the way marketers are managing the quality of their email acquisition processes to avoid bad and fraudulent data. And more often than not, marketers are increasingly forced to take measures to ensure not only the validity of data originating from their various channels but also the humanity of that data. As online Web Forms, POS systems and lightboxes become smarter components in your marketing strategy, the question arises: Are you speaking to a person or a bot when you collect information? There are a few key things to consider for savvy marketers today as you protect your ecosystem while also engaging with real customers: Are you a robot? ReCAPTCHA The simplest way...
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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. Instead,...
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