Communicating with customers is essential for building relationships and driving business outcomes, with email being arguably the best channel for personalized communication at scale. It's no surprise that various departments within your organization want to leverage email to boost their results. Merchandising teams aim to highlight specific products, while marketing focuses on driving total sales and margin. However, a critical question remains: how does the customer influence the messaging and content they receive?
7 min read
B2C Email Ownership: Who’s in Charge?
By Brian Gruidl on Aug 13, 2024 8:30:01 AM
8 min read
Take your email marketing beyond opens and clicks with a CDP
By Roy Wollen on May 8, 2024 10:49:41 AM
Book time to discuss your messaging program with our email expert, Brian Gruidl, VP of Email Marketing at Hansa.
Email has always been the ROI darling of Marketing Communications. But brands find it hard to resist the urge to email often and watch the cash register ring. It’s an easy trap to fall into; and that's why brands need a CDP to go beyond "opens and clicks."
10 min read
Are CDPs worth the investment?
By Roy Wollen on Feb 11, 2024 4:10:34 PM
Are Customer Data Platforms (CDPs) worth the investment? What are the business outcomes CDPs deliver? What is the Return on Investment (ROI)? These are the questions Marketing leaders must ask to prove the value of a CDP as an investment, just like a new product, new store, new capital equipment. And to do that, we need a business case. Like all business cases, our CDP business case should:
- Plan for the tangible, measurable, business benefits a CDP will deliver
- Demonstrate incremental value (that wouldn’t be there without the CDP)
- Deliver long-term profit while delivering a short-term payback
- Align with business strategies and integrate into the existing MarTech stack
6 min read
Six ways Marketing leaders can collaborate with Tech
By Roy Wollen on Dec 8, 2023 9:32:08 AM
Technology leaders want a strong Marketing partner. They look to Marketing to be articulate, visionary; to build a consensus. They want Marketing leaders to define success and measure business outcomes. But are we- as Marketing leaders - up to the task?
There is a lot at stake. Without Marketing leadership, IT runs the risk of over scoping a solution or missing critical requirements (and under scoping). Either way that means trouble:
7 min read
CDPs can make email more effective; but do brands have the courage to send fewer emails?
By Brian Gruidl on Oct 26, 2023 3:17:38 PM
Everyone talks about email personalization. And Customer Data Platforms (CDPs) can finally make this a reality. But are brands willing to listen? Do brands have the courage to send fewer emails? What if CDPs could improve email experiences and produce more revenue?
24 min read
Customer data is the reason CDPs were invented
By Roy Wollen on Sep 14, 2023 2:25:58 PM
CDP readiness series - getting the most out of customer data
No surprise: brands are inundated with customer data from various touchpoints. That’s why a Customer Data Platform (CDP) is important - to help businesses make sense of customer data and provide important benefits...
8 min read
The marketer's guide to implementing a CDP
By Roy Wollen on Aug 1, 2023 11:49:49 AM
Marketing leaders already know that Customer Data Platforms (CDPs) can provide a big step forward for brands. CDPs vastly improve the way brands recognize customers. CDPs can help personalize the customer experience seamlessly and across channels.
6 min read
The science behind good ideas
By Roy Wollen on Jan 24, 2022 11:23:06 AM
Where do good ideas come from? Is there a science to innovation? How important is intuition and imagination?
8 min read
Marketer’s guide to measuring email effectiveness
By Roy Wollen on Oct 21, 2021 2:19:01 PM
Email is still the darling of digital when it comes to ROI: Email is low cost. By definition, email marketing is addressable media, so brands know immediately who is responding. In a survey, eConsultancy showed that brand managers feel email marketing is best at ROI, relative to other channels.
4 min read
Consumers have a love/hate relationship with email
By Roy Wollen on Dec 1, 2020 9:57:29 AM
Research shows that consumers receive more than 300 emails per day. As an industry, we spend tons of energy figuring out how to stand out in a crowded inbox. Maybe we should insert a consumer’s first name in the subject line? What if we repeat back what a consumer browsed on a brand’s website? The tactics make a difference, but we’re missing the most important part.