Customer expectations for immediate, personalized communication are increasing, but large, data-centric organizations are finding it hard to keep up. Email marketing technology needs to transform to address the needs of brands operating in a data-driven, omni-channel world. In this article, Will Devlin, Senior Director of Marketing at MessageGears, reveals three common roadblocks that holds back email marketers from being able to effectively access and use customer data for increased personalization in email marketing.
In a world where customers are expecting personalized communication, more customer data means more complex marketing programs. Unfortunately, for large business-to-consumer (B2C) companies, the sheer size and complexity of datasets can result in less personalization, but I don’t believe it has to be that way.
Personalization at scale is now achievable, enabling even the biggest brands to be approachable. However, this requires that brands have access to all customer data in real-time, something that many companies are still struggling to achieve. Large enterprises can excel at personalization, but it requires a shift in thinking and a rerouting of customer data.
Below are three common roadblocks preventing many marketers from effectively accessing and using customer data for increased personalization in email marketing:
Source : The Digital Enterprise