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    • MarTech Interview Series
      • MarTech Interview with Zack Dugow, Founder and CEO, Insticator
        MarTech Interview with Zack Dugow, Founder and CEO, Insticator
      • 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
    • Tech Bytes
      • TechBytes with Michael Kostow, SVP and GM, Salesforce Pardot
        TechBytes with Michael Kostow, SVP and GM, Salesforce Pardot
      • 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
    • 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
      • Data-Driven and AI-Powered Marketing in 2019 and Beyond
        Data-Driven and AI-Powered Marketing in 2019 and Beyond
      • Does Your Business Emphasize the “Art” or “Science” of GDPR Consent?
        Does Your Business Emphasize the “Art” or “Science” of GDPR Consent?
      • Interactive Video: The Smartest Way Forward For Video Marketing
        Interactive Video: The Smartest Way Forward For Video Marketing
      • 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
    • 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
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SiriusDecisions

Forrester To Acquire B2B Sales Research Firm, SiriusDecisions
B2B Data

Forrester To Acquire B2B Sales Research Firm, SiriusDecisions

Creates a Robust Platform Guiding Companies to Drive Growth in the Age of the Customer Forrester entered into a definitive …

MTS Staff WriterNovember 27, 2018, 8:37 pmNovember 27, 2018 1 1047
Rob Weedn
Account Based Marketing, Analytics, Audience Data, CRM, Data Hygiene, Tech Bytes

TechBytes with Rob Weedn, Founder and CEO, DealSignal

Rob Weedn Founder and CEO, DealSignal Marketing and sales machines run on data. Data is the oil that keeps the …
Sudipto GhoshAugust 16, 2018, 5:43 pmAugust 16, 2018 0 1652
DiscoverOrg Partners with Bombora to Personalize Buyers Journey Using Intent Data
B2B Commerce, B2B Data, Sales Intelligence

DiscoverOrg Partners with Bombora to Personalize Buyers Journey Using Intent Data

DiscoverOrg Expands B2B Buyer Intent Data Offering With Enhanced Access to Predictive Intent Data Gives DiscoverOrg Customers Competitive Advantage DiscoverOrg, the …

Sudipto GhoshAugust 15, 2018, 10:19 pmAugust 15, 2018 0 1544
Key Takeaways from the SiriusDecisions Summit 2018
B2B Data, Guest Authors, Sales Intelligence

Key Takeaways from the SiriusDecisions Summit 2018

According to SiriusDecisions’ research, 80 percent of B2B buyers rate customer experience with the brand – either their own or …

Todd SchulteMay 18, 2018, 8:00 pmMay 17, 2018 0 1374
Paul Dolan
Tech Bytes

Webinar World Techbytes with Paul Dolan, Research Director APAC, SiriusDecisions

Paul Dolan Research Director APAC, SiriusDecisions The Sydney chapter of the ON24 Webinar World 2018 will feature info-packed sessions from marketing leaders, top …
Sudipto GhoshMay 15, 2018, 4:15 pmMay 15, 2018 0 1191
Full Circle Digital Source Tracker Unveiled to Refine Martech Revenues
Analytics, B2B Data, Marketing Automation

Full Circle Digital Source Tracker Unveiled to Refine Martech Revenues

Full Circle Digital Source Tracker Is a New Technology That Extends Full Circle Insights’ Product Suite to Empower Performance Marketers …

Sudipto GhoshMay 4, 2018, 3:43 pmMay 4, 2018 0 996
ContentlyOne Unveiled to Deliver Intelligent Content for the Entire Customer Journey
Content Marketing

ContentlyOne Unveiled to Deliver Intelligent Content for the Entire Customer Journey

ContentlyOne is First All-in-One Solution to Help Marketers Master Content for the Entire Customer Journey At the Marketo Summit, Contently announced ContentlyOne. …

Sudipto GhoshMay 3, 2018, 11:59 pmMay 4, 2018 0 3933
Proof Analytics Accelerates Marketing’s Business Alignment With Proof+ for SiriusDecisions
Analytics, B2B Data

Proof Analytics Accelerates Marketing’s Business Alignment With Proof+ for SiriusDecisions

Proof+ Templates Help Marketing Teams Rapidly Instrument and Compute Results From the Most Popular SiriusDecisions Marketing Value Frameworks Thousands of …

MTS Staff WriterApril 10, 2018, 3:45 pmApril 10, 2018 0 671
Henry Bruce Is Now SVP of Marketing at Contently
Content Marketing

Henry Bruce Is Now SVP of Marketing at Contently

As SVP Marketing, Henry Bruce Would Report to CEO Joe Coleman Contently, today announced the appointment of Henry Bruce as SVP …

Sudipto GhoshMarch 28, 2018, 10:17 pmMarch 28, 2018 0 1222
Azalead Announces First GDPR-compliant Account-Based Marketing Platform for Global Manufacturers
Account Based Marketing, Privacy and Regulations

Azalead Announces First GDPR-Compliant Account-Based Marketing Platform for Global Manufacturers

March 22nd Webinar Explains How to Address GDPR Risk with IP Based B2B Marketing Technology Azalead, the ABM platform for …

MTS Staff WriterMarch 19, 2018, 8:45 pmMarch 19, 2018 0 681
GDPRMktgCompliancePlan
Guest Authors, Privacy and Regulations

How to Beat Procrastination with a GDPR Marketing Compliance Plan?

Unless you’ve been hiding under a rock for the last few months, chances are you already know what GDPR is. …

Ed KingMarch 6, 2018, 10:15 pmMarch 7, 2018 1 1902
Predictions Series 2018: The Predictive 'Buying Center' in the Middle of B2B Demand Gen Revolution
Account Based Marketing, Staff Writers

Predictions Series 2018: The Predictive ‘Buying Center’ in the Middle of B2B Demand Gen Revolution

Triblio CMO, Jason Jue, Narrates How Demand Gen Executives are Smartly and Effectively Switching Strategy  from Leads-Based to 100% Account-Based …

Sudipto GhoshJanuary 19, 2018, 12:01 amJanuary 18, 2018 1 4616
Monica Behncke, Sirius Decisions
Tech Bytes

TechBytes with Monica Behncke, VP, SiriusDecisions

Monica Behncke VP, SiriusDecisions Bringing transparency and relevancy to marketing data are key to effectively churn ROI from sales and …
Sudipto GhoshNovember 15, 2017, 5:00 pmNovember 13, 2017 0 2097
Sirius Decisions
Account Based Marketing

Ledger Bennett To Sponsor SiriusDecisions’ First-ever APAC Summit

Longstanding Supporter Of Siriusdecisions, Ledger Bennett Is To Become Sponsor To The Breakthrough Summit In Singapore In November 2017 In …

prwebOctober 31, 2017, 6:18 pmOctober 31, 2017 0 1420
lattice-engines
AI/ML

Lattice Enhances Data Capabilities for AI-based Segmentation Engine

Improves Omni-Channel Campaign Performance by 3x Lattice Engines, a leading provider of revenue acceleration solutions, announced a significant new version …

PRNewswireOctober 30, 2017, 9:33 pmOctober 30, 2017 0 853
Marketing Strategy
Analytics, B2B Data, Staff Writers

Championing Marketing Strategy: Focus on Reaching New Buyers and Enhancing Customer Experience for Two Years

According To Siriusdecisions’ 2017 Global CMO Study, Cmos Must Focus On Reaching New Buyers And Enhancing The Customer Experience To …

Sudipto GhoshOctober 24, 2017, 9:24 pmOctober 25, 2017 1 2537
Sirius Decisions
Analytics, B2B Data

SiriusDecisions Details B-to-B Leaders’ Priorities in New Global Study on CMO Growth Objectives

Reaching New Buyers And Enhancing The Customer Experience Are Top-Of-Mind For Marketing Leaders In SiriusDecisions’ 2017 Global CMO Study, As …

MTS Staff WriterSeptember 27, 2017, 8:22 pmSeptember 27, 2017 0 817
John Donlon
Tech Bytes

TechBytes with John Donlon, Senior Research Director, SiriusDecisions

John Donlon Senior Research Director, SiriusDecisions In the run up to Full Circle Insights’ Circulate 2017, we spoke to John …
Sudipto GhoshSeptember 15, 2017, 5:30 pmSeptember 15, 2017 0 1301
Pramata
AI/ML

Pramata Announces New Suite of Analytics Apps with Human-Assisted AI & Visualization Capabilities

The Summer ’17 Release enables enterprises to unlock more value from their customer, partner and supplier relationships Pramata, the leading …

PRNewswireAugust 24, 2017, 1:36 amAugust 24, 2017 1 1215
Allego
Sales Enablement, Video Marketing

Allego and Strategy to Revenue (STR) Partner to Deliver Industry-First Sales-Enablement-as-a-Service Solution for SMBs

Allego, the leading mobile video sales learning platform, and Strategy to Revenue (STR), a global provider of enterprise, sales force management and …

Sudipto GhoshAugust 17, 2017, 12:43 amAugust 17, 2017 0 2035

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