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...