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    • MarTech Interview Series
      • MarTech Interview with Siamak Haschemi, CEO, Ingenious Technologies
        MarTech Interview with Siamak Haschemi, CEO, Ingenious Technologies
      • 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
    • Tech Bytes
      • TechBytes with Fortuné Alexander, Sr. Director, CX Product Strategy, Oracle
        TechBytes with Fortuné Alexander, Sr. Director, CX Product Strategy, Oracle
      • 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
    • 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
      • Interactive Video: The Smartest Way Forward For Video Marketing
        Interactive Video: The Smartest Way Forward For Video Marketing
      • Cracking the Millennial Code: How to Create Marketing Research Surveys That Work
        Cracking the Millennial Code: How to Create Marketing Research Surveys That Work
      • 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
    • Staff Writers
      • Apple Takes Leap of Faith into Immersive Voice and Conversational AI; Buys PullString
        Apple Takes Leap of Faith into Immersive Voice and Conversational AI; Buys PullString
      • 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
  • MarTech Radar
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Guest Authors

AI-Powered Conversation Bots Empower CMOs to Prove ROI

Marketers know by now that television, like most non-digital channels, is fading fast. In 2017, American TV ad spend dropped …

Pankaj MalviyaSeptember 24, 2018, 9:02 pmSeptember 28, 2018 0 1667
Malicious Bots And Bad Apps: Why Twitter Purge Matters?
Content Marketing, Influencer Marketing, Social Media Advertising, Social Media Marketing, Staff Writers

Malicious Bots And Bad Apps: Why The Twitter Purge Matters?

Here’s How Twitter’s Removal of 143000 Malicious Apps, After Deleting Several Million Fake Accounts, Will Affect Advertisers, Influencers and Content …

Shalaka NalawadeJuly 26, 2018, 9:15 pmJuly 26, 2018 1 1077
Nuance Continues to Lead in Delivering Matured AI-Powered Enterprise Intelligent Assistants
AI/ML, Intelligent Assistants, Staff Writers

Nuance Continues to Lead in Delivering Matured AI-Powered Enterprise Intelligent Assistants

New Report Helps Those Organizations Understand What Criteria They Should Consider When Evaluating Prospective Enterprise Intelligent Assistants Solutions  Nuance, a leader …

Sudipto GhoshJuly 6, 2018, 3:30 pmJuly 6, 2018 0 1454
Seth Blank Appointed Co-Chair of Key Messaging Group's Collaboration Committee
Programmatic Email

Seth Blank Appointed Co-Chair of Key Messaging Group’s Collaboration Committee

Valimail’s Director of Industry, Seth Blank, Initiatives Brings Years of Experience and Dedication to Collaborative Solutions to Industry Group Valimail, the …

PRNewswireJune 22, 2018, 7:49 pmJune 22, 2018 0 1019
Patrick Boch
Tech Bytes

TechBytes with Patrick Boch, Director Product Marketing, Virtual Forge

Patrick Boch Director Product Marketing, Virtual Forge GDPR, Customer Experiences, and Inbound Marketing strategies -- they remain the hot topics …
Sudipto GhoshJune 22, 2018, 4:00 pmJune 22, 2018 0 819
Billie Vuckovich
Brand Safety, Tech Bytes, Video

TechBytes with Billie Vuckovich, Director, Digital Marketing and Ad Ops, dexiMEDIA

Billie Vuckovich Director, Digital Marketing and Ad Operations, dexiMEDIA Ad fraud is the dirty secret of digital media that exploded …
Sudipto GhoshJune 6, 2018, 4:33 pmJune 6, 2018 0 3325
EnCirca and Pandorabots Partner to provide .BOT Domains and Bot Development
AI/ML, Intelligent Assistants

EnCirca and Pandorabots Partner to Provide .BOT Domains and Bot Development

Trademark Owners Can Leverage Registration Promos and Bot Kits at INTA EnCirca and Pandorabots announced a new service for brand …

PRNewswireMay 22, 2018, 9:10 pmMay 22, 2018 0 696
Maureen Polo
Influencer Marketing, Tech Bytes

TechBytes with Maureen Polo, SVP Brand Studio, Fullscreen

Maureen Polo,  SVP, Brand Studio, Fullscreen Influencers could be growing in numbers but not in credibility. That's where influencer analytics …
Sudipto GhoshMay 21, 2018, 6:50 pmMay 21, 2018 0 1023
Ari Saposh
Tech Bytes

TechBytes with Ari Saposh, VP, Data, oneAudience

Ari Saposh VP, Data, oneAudience Mobile users are growing exponentially. The rising trend of mobile-first businesses has marketers on alert. Every …
Sudipto GhoshApril 16, 2018, 5:24 pmApril 16, 2018 0 1075
Flint Barrow
Tech Bytes

TechBytes with Flint Barrow, Chief Technology Officer, Qutee

Flint Barrow Chief Technology Officer, Qutee Qutee is branded as an intelligent discussion-platform bringing data democracy to digital communities. Though …
Sudipto GhoshApril 2, 2018, 4:54 pmApril 2, 2018 0 1044
The Flow Bot Builder: an uncompromising approach to bot building
AI/ML, Guest Authors, Intelligent Assistants, NLP

The Flow Bot Builder: An Uncompromising Approach To Bot Building

With the ubiquity of mobile devices consumers want to be able to reach business anytime, anywhere. Also, they don’t want …

Beerud ShethDecember 20, 2017, 6:30 pmDecember 20, 2017 0 1168
Salesforce Introduces myEinstein, Empowering Everyone to Build Custom AI-Powered Apps
CRM

Salesforce Introduces myEinstein, Empowering Everyone to Build Custom AI-Powered Apps

New Einstein Prediction Builder and Einstein Bots Enable Admins of All Skill Levels to Build and Deploy Custom AI Models …

PRNewswireNovember 7, 2017, 2:19 amNovember 7, 2017 0 933
Chat Bots
Guest Authors

Super-Shopper Chat Bots Poised To Disrupt E-Commerce

Bots and AI are disrupting virtually every industry vertical. One of the most impacted will be ecommerce. As bots do …

Beerud ShethSeptember 22, 2017, 11:30 pmSeptember 22, 2017 1 1065
MArketing With IoT
Content Discovery, Guest Authors

Three scenarios for marketing with the Internet of Things

I love “best of” lists as much as anybody. It’s a great time to get a bit futuristic and think …

Melanie WhiteJuly 31, 2017, 11:15 pmJuly 31, 2017 2 1941
Zvelo-Featured
Brand Safety, Staff Writers

S4M Depolys zvelo’s Invalid Traffic (IVT) Dataset to Combat Ad Fraud

S4m Has Chosen Zvelo’s Ad Fraud Solution— Invalid Traffic (IVT) Dataset For Data Center IP Traffic Filtration. zvelo, a leading provider …

Sudipto GhoshJuly 14, 2017, 5:18 amMarch 19, 2018 0 1341

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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.

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