Come back to In the 1990s, during the Neanderthal era of the Internet, email was a killer app. Welcome to 2023.
A survey of 450 consumers conducted by Optimove in February 2023 found that email can capture the attention of consumers 33% of the time when shopping online. It just overtook social media at 31%, text ads at 13% and online advertising at 12%.
While consumer preferences vary greatly by geography, culture, and personal preference, email is no longer a killer app. Instead, it is a single communication channel that allows marketers to communicate with consumers. The question for marketers is what to use, when and where.
The use of social networks such as Facebook, Instagram and LinkedIn varies by age.
According to the Pew Research Center, the percentage of consumers using at least one social network, broken down by age, is as follows:
- 18-29: 84%
- 30-49: 81%
- 50-64: 73%
- 65+: 45%
In addition, instant messaging applications such as WhatsApp and Facebook Messenger can help you interact with customers in real time and provide customer service.
In-app messaging and push notifications can be very useful for apps.
Communicate and maintain your user base. Ultimately, the most effective application (or channel) of marketing communications depends on the specific context and objectives of the marketing campaign. Marketers must choose the most appropriate platform to reach their target audience and achieve their goals. If marketers don't know which channel a consumer prefers, cost can alienate customers.
Unsolicited promotional messages
Email, SMS and social media can make consumers angry. A February 2023 consumer survey found that text messages are the most annoying channel to receive marketing messages (53%), followed by email (21%).
While app killer emails are powerful, there are better options for some marketing campaigns.
Specialized Email Service Providers (ESPs) such as MailChimp, Constant Contact, and Hubspot are designed to help marketers manage and interact with customers, clients, and other stakeholders through automated emails. But they don't go far enough. Each of them is limited because it requires a deeper tuning technology.
To better personalize email, Email Point Solutions has tried (with mixed results) to expand its data processing capabilities, realizing that for marketers and brands, customer data—detailed, complete, and real-time—is the key to effective marketing.
Limited access to the data of the first and second parts
Most of the primary and secondary data belongs to the brand, not to the email customer service. Deep analytics from the Customer Data Platform (CDP) allows you to be more creative with your email marketing. Brands can be very personalized in emails because they know what products and services the recipient is interested in rather than just being able to use the person's name. But email marketing platforms that attempt to integrate such data are mediocre at best. In a world where marketers are looking for seamless customer data integration and precise execution, they are often the best equipped.
The truth is that many marketers have limited access to their accurate personal information. Few can seamlessly initiate all communications from the CDP vision. Your ability to accurately target your marketing campaigns will be limited if you don't start by talking about the customer's needs.
While some marketers have reliable CDPs and data, they are often held hostage by the data team. Marketing can be the data team's second or third priority, leaving the marketing manager behind.
The tools available to marketers may be out of date compared to the expectations of today's consumers. Marketers need to know what each customer is buying. You need to know if this client needs help and advice. You need to know the current communication channel that the client prefers.
Marketers get unlimited access to powerful data across all of their marketing communications platforms. You don't have to wait for the data processing team to provide the information. They segment the data as they see fit to develop unique, compelling and effective marketing campaigns.
Destruction of communication bunkers
Additionally, a messaging client can segment important customer data derived from messages into social media marketing, text messaging, in-app communication, and more. Segmentation is more likely to result in inconsistent and unproductive marketing campaigns than unified marketing campaigns. campaigns because every customer interacts with the brand. But without deep scanning, you can count items as open messages twice. The same client can open different messages in multiple channels. There is another statistical anomaly.
A single source of truth allows brands to reach their target customers/prospects with accurate messaging across the channels they choose. He destroys the communication bunkers.
Dedicated email marketing platforms offer some value, but that value is limited in the funnel. End-to-end marketing that enables granular messaging and deep personalization requires 2023 systems that provide integrated data and messaging capabilities across email, SMS, apps and social media. After all, email, yesterday's killer app, is still just as powerful, but only used on select networks - a '90s mindset.
