Ongoing struggles with mass email marketing personalisation
Content marketers are undoubtedly getting better at both in isolation. But, effective use of email marketing personalisation at scale remains in the hands of just 15% of companies.
“Q. Which statement best describes your ability to provide personalised email campaigns?”
*Graph courtesy of Econsultancy
Marketers ranked automation as the top factor they needed to focus on in 2017 (Econsultancy).
But, according to the ‘Email Marketing Industry Census 2017’, the highest proportion of marketers (30%) now rank personalisation as their main priority, ahead of automation (28%).
So, the demand for both personalised, automated email marketing is definitely there. And, the benefits are clear.
Kath Pay, founder and senior consultant at Holistic Email Marketing, described personalisation at scale as a “no-brainer”.
She explained: “It can result in providing the consumer with relevant and valuable offers and content served up specifically for that individual based upon their past behaviours (both email and web) and transactions, as well as their lifecycle or buying funnel stage that they’re in.” [Econsultancy]
The stats back this up, too. 71% of companies who utilised both tactics simultaneously reported ‘excellent’ or ‘good’ email campaign performance, compared to just 35% of companies who don’t.
And, marketing execs are starting to take notice. Almost twice as many companies are now deploying automation and personalisation in unison compared to last year.
If you want to join them, start by centralising as much customer data as you can, including:
- Customer purchasing history (e.g. types/value of purchases made, date/time of purchases)
- Customer demographic data (e.g. age, wealth, educational background, employment status)
Then, draw up personas based on these attributes, and design content specifically for each group (with a bespoke tone and offers).
Set up triggers to send out emails automatically when a customer carries out a particular action (or, combination of actions). Then, you’ve got a campaign that’s effortlessly personal yet easy to administer.
B2B content marketing is on the march
The ‘2017 B2B Content Marketing Benchmarks, Budgets, and Trends‘ report throws out a slew of stats that show just how important content marketing is today. Here’s a few of the headline figures:
- 75% of businesses are increasing their content marketing budget
- 43% are hiring more content marketing staff
- 80% of marketers include blogging in their strategy
Plus, the report highlights a series of figures sure to make content marketers blush. It states that content marketing achieves:
- Email open rates of 94% with targeted offers
- Lead page conversion rates of 68% with case studies
- A mammoth 300% increase in marketing message effectiveness
Still not convinced? Check out this infographic:
But, despite these obvious successes, there’s still plenty of work to do. So, strap in and start thinking about ways to make your content stand out in an ever-more congested digital world.
Spotted in the news…
Fast-food giants Burger King have launched a snazzy new ad that utilises consumers’ Google Assistant mobile function.
The ad – only 15 seconds long – ends with the camera zooming in on an Burger King employee, who states: “OK Google. What is the Whopper burger?”. The ad aims to activate viewers’ phones and take them to the Burger King Wikipedia entry.
But, some clever sod updated the entry within hours of the advert’s release. So, consumers’ were informed the burger contained cyanide and was “the worst hamburger product”. Two lessons here; semantic search is reaching new heights, and always own the platform you promote your content on.