The consultant of a known CRM package calls up the email marketing consultant from a common customer. Just to tune in. Previously these were two separate worlds. Today, email marketing is much like a marketing tool and vice versa. If we do any surfing in the world of email marketing, this trend is confirmed, the term they use here is “hyper-personalization”. Email marketing platforms are increasingly becoming multi-channel marketing tools that are extremely equipped to identify and guide the individual path of any consumer.
On the one hand, the original opt-in profile will be permanently updated regarding useful information, on the other hand, the different channels will have the necessary power to address the consumer in the right way. Segmentation is becoming no longer a matter of “show all contacts within a certain zip code where the store is located.”
No, the theory of hyper-personalization will soon lift email marketing to the level of individual contacts. Even more relevant by adapting the message better to the right person at the right time and through the right channel. The zip code is still relevant in the context of segmentation, but it is only a first step. Buying habits, reading habits and dozens of other parameters will determine the relevance of the message.
Stealing back and forth
CRM and marketing packages today also send emails. Certain email platforms do everything to look more and more like a marketing and CRM tool. The good news is that email marketing simply no longer falls under discussion when it comes to marketing. On the contrary, other parties start implementing email automation.
The bad news is that email marketing is still a very specific section. For individual messages, these marketing platforms probably do the task. But when it comes to large bulk quantities, we enter a very specific section. Because one of the great dangers of amateurism in terms of sending large amounts of emails are the spam filters, they easily keep your message out of your inbox. And those are only the technical elements.
A thorough analysis of a campaign report from a specific email campaign learns you a lot whether you used the correct approach, or you have to adjust it. In other words, let’s not fall into the trap to only be involved in individual cases. Because there is a danger in the automation of marketing.
What brings us back to the telephone conversation between the consultant of the CRM package and the email marketing consultant. On the side of the CRM package, the consumer is mapped. On the side of the email platform, email campaigns are sent in a professional way.
Both parties need to talk today. Not just by exchanging some data, but all the material for the segmentation must go from the CRM side towards the email platform. The results of the email campaign such as reading and clicking behavior should then be transmitted immediately to the CRM package. In order to supplement the data, but also to initiate any subsequent actions. This way you get the best of both worlds. Hyper-personalization might be the next step, a brilliant API with your email marketing tool is a must!