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Only 33 percent of marketers who use automated programs rate their efforts as “very successful,” according to a recent study (PDF) that Adestra, my employer, did in partnership with Ascend2 research. Because I’m a big believer in marketing automation, I worry about the 67 percent of marketers who aren’t seeing the same results.
Marketers know they need to use data to get better results for their email programs, whether that means keeping subscribers around longer, persuading more of them to open and act on messages or increasing the revenue earned from email. Still, study after study shows marketers are still stuck on the ground floor of the data building.
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Here’s what will happen with email in 2017: Nothing. Nothing is going to change until we as marketers change how we think about email. Look at the last 10 years or so. The email-marketing industry has not seen the explosive growth of other advertising media, such as social, apps, wearables, artificial intelligence and machine learning.
Search and email are good marketing partners because they make each other more productive. Add a layer of “big data,” and you have a firm foundation for digital marketing success. Take email acquisition, for example. Instead of just going it alone, email and search teams should partner up on PPC ads to build email acquisition.
Halloween is a scary time for me and not because I fear hundreds of kids banging on my door and hollering for candy. I’m terrified that they won’t come, and I’ll have to eat all of the leftovers myself. But, for marketers, there’s something even scarier than a stoop full of Elsas and Annas, Spidermen and Minions. It’s the dreaded “creepy data” problem.
One way to engage your audience is to think about those "macro moments" and look for ways to incorporate that int ...