MarTechSeries
MarTechSeries
  • Home
  • News
  • Interviews
    • MarTech Interview Series
      • MarTech Interview with Deborah Conrad, CMO, Grand Rounds
        MarTech Interview with Deborah Conrad, CMO, Grand Rounds
      • MarTech Interview with Eric Mayhew, President, Fluency
      • Lisa-Agona
        MarTech Interview with Lisa Agona, CMO, Ensono
      • LeadMD
        MarTech Interview with Andrea Lechner-Becker, CMO, LeadMD
      • MarTech Interview with Joshua March, Founder & CEO, Conversocial
        MarTech Interview with Joshua March, Founder and CEO, Conversocial
    • Tech Bytes
      • TechBytes with Piero Pavone, Co-Founder and Chief Operating Officer, MainAd
        TechBytes with Piero Pavone, Co-Founder and Chief Operating Officer, MainAd
      • Prediction Series 2019: Interview with Jeffrey Don, CPO & Co-Founder, Choozle
        TechBytes with Jeffrey Finch, CPO and Co-Founder, Choozle
      • TechBytes with Ashish Dhamdere, Vice President, Marketing, Skilljar
        TechBytes with Ashish Dhamdhere, Vice President, Marketing, Skilljar
      • TechBytes with Catherine Cook Connelly, Co-Founder and VP Brand Strategy, The Meet Group
        TechBytes with Catherine Cook Connelly, Co-Founder and VP Brand Strategy, The Meet Group
      • Prediction Series 2019: Interview with John Nardone, CEO, Flashtalking
        Prediction Series 2019: Interview with John Nardone, CEO, Flashtalking
    • Fireside Chats
      • Fireside Chat with Cameron Church
        Fireside Chat with Cameron Church
      • Fireside Chat with Matthew Biboud-Lubeck
        Fireside Chat with Matthew Biboud-Lubeck
      • Lynda Clarizio
        Fireside Chat with Lynda Clarizio
      • Mike Cotoia
        Fireside Chat with Mike Cotoia
      • Bill Swanson
        Fireside Chat with Bill Swanson
  • Insights
    • Columnists
      • The Evolution of the Chatbot Experience
        The Evolution of the Chatbot Experience
      • 6 Insights to Drive Superior Engagement & Conversion in Your Next Influencer Marketing Program
        6 Insights to Drive Superior Engagement and Conversion in Your Next Influencer Marketing Program
      • How to Create a Winning Marketing Operations Playbook in 3 Steps
        How to Create a Winning Marketing Operations Playbook in 3 Steps
      • How Brands Can Leverage Influencers With Instagram Polls
        How Brands Can Leverage Influencers With Instagram Polls
      • How to Select the Right Chat Tool for your Business
        How to Select the Right Chat Tool for Your Business
    • Guest Authors
      • Kenna Hilburn Email is often the key ingredient in cooking up a successful marketing campaign, leading to happier customers who are willing to buy your products or services. But many email marketers wonder how they can use Email Marketing in new ways. This article offers three tips anyone can follow to become a true master chef and serve up a winning recipe for their next marketing campaign. Liveclicker logoNot that long ago, email was used as a one-way channel for sending a single, impersonal message to a large audience. It was — and still is — an extremely cost-effective channel, but marketing teams that continue to use it in this way are missing a real opportunity to connect with consumers and engage them in a meaningful way. (Worse, they could get left behind.) Today, thanks to many innovations related to real-time personalization and other advanced experiences, email is often the secret ingredient in the most successful marketing campaigns. Why is this? When used to its full potential, email connects with consumers on a one-to-one basis. In doing so, it delivers a much better experience, one that is capable of converting prospects, generating higher sales, improving customer retention, or achieving just about any other marketing goal. Read More: AI Must Support Customer Experience Outcomes, Not Just Processes Focusing on Customer Experience Is the Winning Recipe As you consider these benefits, think of your own approach. To stay with our culinary metaphor, are you a master chef, taking full advantage of all that today’s advanced email experiences have to offer? Or are you still in the “send-one-message-to-many” phase, essentially throwing spaghetti at the wall to see what sticks? If you don’t yet consider yourself to be an email master chef, this article will provide three important tips to help you create the best customer experience possible. It will also describe how creating helpful, highly personalized, customer-focused email is now the winning recipe in successful marketing campaigns. Yet there’s something more. We’ll show how improving the customer experience can help you increase customer satisfaction and loyalty, generate impressive new results, and achieve the fastest ROI possible. Read More: Why is Delivering Online Customer Experience Actually Harder to Measure than Anticipated Do Today’s Marketers Have the Key Ingredients? Before we get started, we need to take stock of our kitchen to see if we have the right tools and ingredients to succeed. It turns out that we all do, but we tend to overlook the most important ones. For proof, a joint study recently conducted by Liveclicker and Holistic Email Marketing shows that while many brands are making progress toward the goal of delivering the best customer experience possible, many still have a long way to go. This research report, “Customer Experience Email Marketing: Getting Ahead of the Consumer,” surveyed 82 different retail and travel brands to see how well they delivered on three pillars of a great customer experience: helpful content, personalization, and customer-focused messaging. According to Holistic Email Marketing, these three attributes are essential to improve Customer Experience (CX) Email Marketing, a concept that focuses on the customer’s success—not sending salesy, one-size-fits-all email campaigns. Read More: How AI Can Be Used To Shape Your Customer Experience The Three Pillars for an Improved Customer Experience What can marketers do to improve in each of these three pillars and create a better customer experience? Let’s take a closer look at each one and highlight specific best practices you can follow to achieve better results: Helpful Content: Emails are obviously short messages, so many marketing teams feel the pressure to sell, sell, sell! Yet in doing so, they may miss the opportunity to connect with their recipients and stand apart as a partner invested in the customer’s success. Worse, these marketers may risk alienating consumers and lose them forever. Many marketing teams today are flipping the script by delivering content that helps recipients succeed with their own objectives. Examples of this include industry research, tips, tricks, and best practices, ROI tools, buying guides, and more. These marketing teams have discovered that email content that helps the customer goes a long way to help them accomplish their goals, too. Personalized Content: Many marketers think of personalization as the end product, or the use of data to introduce personally relevant information in an email blast or a triggered email. But true personalization is so much more than just merging the customer’s first name into a subject line or a greeting. Instead, it’s about using preference data in segmentation, behavioral data in email messages, or those contextual elements that can make a message more helpful or customer-centric. Contextual personalization is a fast-growing technology that takes marketers on the journey from mass broadcast emails to true one-to-one messaging. For example, using moment-of-open technology, real-time personalization tools can show changing weather conditions, deliver in-message polls or videos, update product images or offers, provide in-email shipment tracking, and so many other examples. All of this creates new experiences that delight recipients and help marketers stand apart from the competition. Customer-centric Marketing: On one hand, this element should be the easiest to achieve because it seems to rely on copy tone and overall approach. But it’s actually one of the most difficult because it forces marketers to change their habits. Specifically, they need to do a better job demonstrating how their products benefit customers — not just how various features work. Many marketers default to an approach where they attempt to sell a product based on its features, such as what it does, how it works, or what makes it different. This information may be valuable in a different context, but as an email message, it will fall flat with consumers who want to know how this product can help them overcome a specific problem. Become an Email Marketing Master Chef Focusing on the three pillars of Customer Experience Email Marketing will help you begin the process of becoming an Email Marketing Master Chef. Specifically, improving in areas such as helpful content, personalization, and customer-centric messages will keep you from throwing pasta at the wall to see what sticks and help you create new recipes for your next great main course. Read More: Harnessing the Power of Small Data to Build a Better Customer Experience
        Identifying the Key Ingredients for Optimizing Customer Experience
      • How you Should be Using Chatbots in your Business
        How you Should be Using Chatbots in your Business
      • How to Ensure AI Doesn’t Make Your Customers Hate You
        How to Ensure AI Doesn’t Make Your Customers Hate You
      • Three Advertising Takeaways From 2018
        Three Advertising Takeaways From 2018
      • How to Automate Marketing Campaigns without Losing Customers
        How to Automate Marketing Campaigns without Losing Customers
    • Staff Writers
      • The MarTech Fitness Drill 2019: How Much Do You Sweat With Your Marketing Technology
        The MarTech Fitness Drill 2019: How Much Do You Sweat With Your Marketing Technology
      • Hello Valentine! The Marketer is Watching You
        Hello Valentine! The Marketer is Watching You
      • Digital Marketing Statistics Towards the End of 2018
        Digital Marketing Statistics Towards the End of 2018
      • Facebook Realigns Marketing Policy to Support New ‘Ethical AI’ Research
        Facebook Realigns Marketing Policy to Support New ‘Ethical AI’ Research
      • Without Customer Experience, Marketing Technology is HOLLOW in 2019
        Without Customer Experience, Marketing Technology is Hollow in 2019
  • MarTech Radar
    • Marketing Automation
    • Data Management Platforms
    • Content
    • Social Media Platforms
    • Analytics
    • B2B Commerce
    • Personalization
  • Resources
  • Events
Generic selectors
Exact matches only
Search in title
Search in content
Search in posts
Search in pages

More results...

Guest Authors

How Can App Developers Maximize Their App’s Revenue?
Guest Authors

How Can App Developers Maximize Their App’s Revenue?

There has been a fundamental shift in the way users consume content today. Mobile users have gradually moved away from …

Saurabh BhatiaJanuary 28, 2019, 4:00 pmFebruary 1, 2019 0 350
Why It’s Important to Take Control of Your Data in Today’s Marketing
Guest Authors

Why It’s Important to Take Control of Your Data in Today’s Marketing

Every time you or I buy so much as a hamburger we probably create data in a computer somewhere that …

Scott EastJanuary 25, 2019, 4:00 pmJanuary 15, 2019 0 765
Data for Good Gains Steam And Other Predictions
Guest Authors

Data for Good Gains Steam And Other Predictions

Looking back at what happened in marketing in 2018, we think of countless data blunders and the shake up of …

Joel CarusoneJanuary 25, 2019, 4:00 pmFebruary 1, 2019 0 470
Six Skills Every Digital Marketing Team Needs for 2019
Guest Authors

Six Skills Every Digital Marketing Team Needs for 2019

Time flies, technology moves even faster. Scott Brinker’s annual Marketing Technology Landscape super graphic now displays more than 6,800 marketing …

Tom TreanorJanuary 24, 2019, 4:00 pmFebruary 1, 2019 1 2105
Context and Data is King
Guest Authors

Context and Data is King

“People will sit up and take notice of you if you will sit up and take notice of what makes …

Vinod MuthukrishnanJanuary 24, 2019, 4:00 pmJanuary 24, 2019 0 332
Five Things We Learned About Cyber Weekend Ads in 2018
Guest Authors

Five Things We Learned About Cyber Weekend Ads in 2018

Cyber Weekend has become a huge phenomenon for consumers in the UK over the past four years, with more and …

Craig BrownJanuary 23, 2019, 4:00 pmJanuary 21, 2019 0 293
What Will Drive the AdTech Conversation in 2019?
Guest Authors

What Will Drive the AdTech Conversation in 2019?

Goodbye Multichannel, Hello Omnichannel How can you up your customer engagement game in the new year? Make 2019 the year …

Kerry BianchiJanuary 23, 2019, 4:00 pmJanuary 23, 2019 0 496
Improving Contact Centre CX: Eight Predictions for 2019
Guest Authors

Improving Contact Centre CX: Eight Predictions for 2019

Contact centres are going through their biggest changes in decades. Instead of calling a company for support with every issue, …

Ashley UnittJanuary 22, 2019, 4:00 pmJanuary 15, 2019 0 689
YouTube’s Influencer Marketing Phenomenon
Guest Authors

YouTube’s Influencer Marketing Phenomenon

Ever wonder what exactly it is that your kids are so fascinated by when spending hours on YouTube? It’s likely …

Andy KernsJanuary 22, 2019, 4:00 pmJanuary 22, 2019 0 885
Shareability, Traffic and Goals: The Real Key to Killer Content
Guest Authors

Shareability, Traffic and Goals: The Real Key to Killer Content

Let’s be honest. There’s already tons of content about content. If you Google “creating killer content” (yes, with quotes), you’ll …

Andrea Lechner-BeckerJanuary 21, 2019, 4:00 pmJanuary 21, 2019 0 495
How AI will Change the Game for Influencer Marketing
Guest Authors

How AI will Change the Game for Influencer Marketing

The rise of inauthentic social media stars has made it increasingly more challenging for brands to run effective influencer campaigns …

Cameron O’RourkeJanuary 21, 2019, 4:00 pmJanuary 15, 2019 3 2510
4 Ways to Improve Customer Engagement Across All Channels
Guest Authors

4 Ways to Improve Customer Engagement Across All Channels

No matter what industry you’re in, you likely have this problem: capturing your audience’s attention for more than a few …

Susan GuilloryJanuary 18, 2019, 4:00 pmJanuary 18, 2019 0 732
Marketing Insights for the Year Ahead
Guest Authors

Marketing Technology Insights for the Year Ahead

Performance/Affiliate Marketing Goes Social It’s no secret that performance marketing on Instagram, Snapchat and other social networks is evolving and …

Robert GlazerJanuary 18, 2019, 4:00 pmJanuary 18, 2019 1 806
Best Global Video Campaigns of 2018
Guest Authors

Best Global Video Campaigns of 2018

As 2018 comes to a close, our team at 90 Seconds has been discussing our favorite video ad campaigns of …

Nick Erskine-ShawJanuary 17, 2019, 4:00 pmJanuary 9, 2019 0 667
CDO’s 5 Must-Have Features in a Headless CMS
Guest Authors

CDO’s 5 Must-Have Features in a Headless CMS

When you’re in charge of the transformational role of technology in an enterprise, as Chief Digital Officers (CDOs) are, any new solution …

Arjé KahnJanuary 17, 2019, 4:00 pmJanuary 9, 2019 0 486
Guest Authors

Marketers Should Source the Magic of AI in the Holiday Season

This time of year, marketers find the most success when they leverage knowledge about their customers; where they prefer to …

Lou JordanoJanuary 16, 2019, 4:00 pmJanuary 9, 2019 0 452
Top Seven MarTech Trends of 2018
Guest Authors

Top Seven MarTech Trends of 2018

From Kendall Jenner to Colin Kaepernick, 2018 was an eventful year of controversial marketing campaigns. No doubt you’ve seen a …

Jennifer MulliganJanuary 16, 2019, 4:00 pmJanuary 16, 2019 0 733
The New Content Workflow: Conductor Actions
Guest Authors

The New Content Workflow: Conductor Actions

Turn ideas into action with the new Conductor integration with Asana. Fast-moving marketing teams like yours are constantly communicating and …

Lindsay BoyajianJanuary 15, 2019, 4:30 pmJanuary 15, 2019 0 476
7 Essential Success Tips for Young Entrepreneurs
Guest Authors

7 Essential Success Tips for Young Entrepreneurs

Have you ever thought that you are not meant for this provincial life? That you want to soar across the …

Stepheny JonsonJanuary 15, 2019, 4:00 pmJanuary 15, 2019 0 685
The Truth in Mobile Programmatic - ATS London 2018
Guest Authors

The Truth in Mobile Programmatic – ATS London 2018

At ATS London, Jodie Collins, MD, Re/Digital, moderated a panel discussion about the developments in mobile programmatic and what the …

Emma NewmanJanuary 15, 2019, 4:00 pmJanuary 15, 2019 0 1270

Posts navigation

Previous 1 2 3 4 5 6 7 8 9 … 45 Next

Recommended for you

What’s Trending

MObile

Five Key Trends for Programmatic Advertising in 2018

77675
MarTech RADAR 2018: Top 150 B2B Technology Companies You Should Follow

MarTech RADAR 2018: Top 150 B2B Technology Companies You Should Follow

39417
Marketo + uberflip

Uberflip Reveals Meaningful Content Experiences Positively Influence Marketing and Sales Conversions

33772
Hightail logo

The State of Creative Collaboration – First Annual Survey, Presented by Hightail

28594

Marketo 2017 Marketing Benchmark Report: Centers of Excellence Key to Boost MarTech Adoption and Maturity

27159
MarTech Series covers marketing technology news, editorial insights & digital marketing trends from around the globe. Updates on modern marketing tech adoption, martech interviews, tech articles & events.

Quick Links

  • News
  • Interviews
  • Insights
  • MarTech Radar
  • Resources
  • Events
  • About Us
  • Contact Us

Visit our Other Sites

iTechnology Series
SalesTech Star
AiThority
TecHR

JOIN OUR COMMUNITY


By checking this box I consent to receiving insights, offers and promotions via email.

Copyright © 2019 MarTech Series. All Rights Reserved. Privacy Policy

Menu
  • Home
  • News
  • Interviews
    • MarTech Interview Series
    • Tech Bytes
    • Fireside Chats
  • Insights
    • Columnists
    • Guest Authors
    • Staff Writers
  • MarTech Radar
    • Marketing Automation
    • Data Management Platforms
    • Content
    • Social Media Platforms
    • Analytics
    • B2B Commerce
    • Personalization
  • Resources
  • Events
    We use cookies to ensure that we give you the best experience on our website. If you continue, we will assume that you agree to our cookie policy.AcceptPrivacy Policy