Trigger-based emails that combine a brand’s first-party behavioural data on customers with third-party insights are just one of the ways marketers can strive to ensure their email marketing stays contextual and relevant.
Speaking during a panel session at the ‘Future of Email Marketing’ event in Sydney, the vendor’s president, Matt McGowan, cited a rapid increase of US marketers sending automated emails based on triggers that unite CRM and first-party data overlaid with third-party insights, such as weather, time of day and external audience data.
“That’s a trend that shows advertising and marketing are starting to come together for the first time,” he told attendees. “When ads get relevant people often start freaking, but in the marketing world, if you send that email at the right time and to the right audience, it’s valuable and personal because email is permission-based.”
McGowan also suggested marketers still sending indiscriminate emails should cut their ad budgets to zero.
“Until you have your CRM and your first-party data in order, and you’re sending smart messages to customers, what’s the point in going out and acquiring new ones?” he asked. “If you don’t have processes in place to engage those customers, understand who they are and send intelligent messages, you’re wasting a big portion of those acquisition dollars.”