Unlocking the Benefits of a Customer Data Platform

Marketers know they need to better manage and mobilize their customer data if they’re going to be competitive in the future. They know this is becoming more critical as third-party cookies sunset, as consumer expectations for great omnichannel experiences rise, and as data-hungry AI becomes woven into operations. And they’re pretty sure that a customer data platform (CDP) is the foundational piece that they need.

However, many face a litany of challenges in getting one implemented. Those challenges include:

  • Confusion around exactly what a CDP is and isn’t
  • Understanding the most popular and powerful uses cases for a CDP
  • Getting buy-in for a CDP

This post includes a 48-minute on-demand webinar that discusses all three of those challenges, but also discusses at length that last challenge around getting buy-in and working with various stakeholders to get a CDP implemented and running successfully.

>> Read the entire post on Oracle’s Modern Marketing Blog

>> Watch the on-demand webinar

Mastering Retargeting: 5 Essential Strategies for Digital Marketers

Retargeting via email, SMS, push, or social media advertising is no longer just a nice-to-have strategy. Today, it’s a necessity that enables you to reengage customers and drive marketing success.

For digital marketers, retargeting is a strategy used to reengage consumers who have previously interacted with content on their brand’s website or mobile app, but haven’t completed a desired action. For example, perhaps a customer added a product to their shopping cart, but didn’t purchase it.

Retargeting involves using a variety of channels to remind or incentivize them to return and convert, including potentially:

  • Displaying targeted ads across various online platforms they visit
  • Sending a personalized email (if they’ve opted in)
  • Sending a personalized SMS message (if they’ve opted in)
  • Sending a personalized mobile push notification (if they’ve opted in)
  • Sending a personalized browser push notification (if they’ve opted in)
  • Sending a personalized direct mail piece

By doing this, you increase brand recall, encourage conversions, and maximize the effectiveness of marketing efforts by focusing on consumers who are already familiar with your brand.

During her more than two decades working with clients, Oracle Digital Experience Agency’s Virginia Carcavallo has identified five indispensable practices that can help you elevate your retargeting game. Let’s discuss each of them.

>> Read the entire post on Oracle’s Modern Marketing Blog

Email Marketing Sustainability

Given that every email takes electricity to send and store, how can email marketers lower their carbon footprint? That was the central question behind “Green Your Emails,” the keynote presentation by Zillow’s Alice Li at Litmus Live last fall. Despite the increasing number of headlines about climate change and extreme weather, it’s a question I’d never seriously considered, outside of the issue of expiring emails. It’s a question that’s worthy of the email marketing industry’s time, especially when some of the solutions are already best practices and some others take relatively little effort.

While Alice’s wonderful presentation focused largely on how marketers can reduce the carbon footprint of the email programs and how their email service providers might support them, I’d like to expand the call-to-action by bringing in some other industry players. But let’s start with…

>> Read the entire article on OnlyInfluencers.com

A/B Testing vs. Multivariate Testing: Which Is Better for Your Website?

You’ve decided to test the effectiveness of your website, but you’re not sure where to start. Perhaps you’ve heard about A/B and multivariate testing, but you’re not clear on the differences between the two, or which is the best approach for your brand.

When it comes to website optimization, A/B testing and multivariate testing each have distinct advantages and drawbacks. Let’s compare the two and determine which is the best option for your website.

>> Read the entire post on Oracle’s Modern Marketing Blog

Want Higher Open Rates- Send Good Emails Consistently

ZeroBounce’s Email Statistics Report for 2024 is full of interesting insights about consumers’ inbox and email behaviors, but one of the more interesting ones is this:

47% of people stated that the primary reason they open all emails from a brand is that the brand always sends them relevant messages.

In reading that, I told Livui Tanase, founder and CEO of ZeroBounce, that their research confirmed once again that your sender name is more powerful than the oft-lauded subject line. That’s because your sender name brings to the surface all of your subscriber’s feelings about their recent interactions with your brand. So, for instance, if the last email interaction they had was good, then they’re much more likely to engage with your latest email. I call this the zero stage of an email interaction.

Livui shared this and much more in his latest column for Inc.

>> Read the article on Inc.com

The Email Marketing Trends that Are Seeing Adoption & Success

Marketers constantly wrestle with which tactics and technologies they should invest their time and money in. For email marketers, the inaugural State of Email Trends report from Litmus and Oracle Digital Experience Agency provides valuable insights to help them make the best decisions for their brands this year.

The report is full of actionable findings, but here are the ones I find most interesting.

>> Read the entire article on CMSWire.com

The Last Word on February 2024

The Last Word

A roundup of digital and email marketing articles, posts, and social buzz you might have missed last month…

Must-read articles, posts & reports

How to Manage Your CEO’s “Great Ideas” (Scaling CRM)

Google and Yahoo Are Cracking Down on Inbox Spam. Don’t Expect Less Email Marketing. (Wall Street Journal)

What AI Has Made Scarce (Christopher S. Penn)

The Way AI Will Be Sold to a Skeptical Public Is Starting to Become Clear (CNBC)

Into the Inbox: Email Statistics Report for 2024 (ZeroBounce)

Toward a Unified Taxonomy of Text-Based Social Media Use (The Verge)

X-tra, X-tra: Musk Announces A Rival Email Service To Gmail (MediaPost)

Insightful & entertaining social posts

Noteworthy subject lines

HP.com, 2/29 – Leap year savings! It only happens once every 4 years
Scout from BARK, 2/29 – Turn this extra day into a FREE extra month 👉
Urban Outfitters, 2/29 – Leap Year Sale! 29% OFF Sitewide →
Goldbelly, 2/29 – 🐸 29 HOURS! Leap Day BOGO SALE 🐸
Priceline, 2/29 – Extra day, extra $29 savings (+ more deals!)
American Eagle, 2/29 – 29% off ALMOST EVERYTHING! Celebrate Leap Day with extra saves 🐸 ⏳
Lane Bryant, 2/29 – LEAP DAY TREAT! $29 cotton bras + SO MUCH MORE
Duluth Trading, 2/29 – 29% OFF Your Order Today Only!
NFLShop.com, 2/12 – Shop Official Super Bowl LVIII Champions Gear
Fanatics.com, 2/12 – Kansas City Chiefs are Super Bowl Champions!
vineyard vines, 2/12 – KC, Celebrate Your Back-To-Back Champs!
Chubbies Weekender, 2/9 – The Weeekender: Tips For Watching The Big Game Like A Freakin’ Pro
Macy’s, 2/8 – 🏈 Hosting this Sunday? These picks will make it even more epic
Crate & Barrel, 2/9 – Shop up to 20% off everything you need for a game-day feast!
Scout from BARK, 2/11 – The only Super Bowl your dog cares about 👉
Huckberry, 2/11 – Hail Mary for 45% OFF
YETI, 2/9 – Cover The Spread This Sunday
Clinique Online, 2/12 – The happiest Valentine’s fragrances 🧡 25% off today.
Chanel, 2/12 – Final hours for complimentary overnight shipping
Scout from BARK, 2/14 – Does your Valentine have stinky breath? 🐶😬
Petco Love, 2/20 – Open for the best love story ever
Neiman Marcus, 2/15 – Wedding looks for showers, rehearsals & the big day
Art.com, 2/14 – 🐲 Usher in the Lunar New Year
Crate & Kids, 2/24 – Shop our Easter Gift Guide (it’s March 31 this year!) →
Big Lots, 2/23 – Shop limited-time bargains during the Tax Refund Event!
Williams Sonoma, 2/9 – It’s National Pizza Day! 🍕 Celebrate with 20% OFF Breville Smart Oven® Pizzaiolo (+ ships FREE)
Abercrombie & Fitch, 2/14 – You in these skirts…
Peloton, 2/24 – Introducing YouTube TV on Peloton Entertainment
Neiman Marcus, 2/21 – Veronica Beard debuts the perfect knit jacket
The North Face, 2/27 – FUTURELIGHT: Ultra-breathable waterproof protection.
AKHG By Duluth, 2/24 – 30% OFF The Fastest-Drying Shirt In The Wild
MASS MoCA, 2/20 – Announcing THE PLASTIC BAG STORE, Opening May 9
Nintendo, 2/27 – Happy Pokémon Day!
Scout from BARK, 2/18 – YOU GET A BED 🐶 YOU GET A BED 🐕 YOU GET A BED 🐕‍🦺
AutoZone, 2/12 – Restore your engine to run like new
Levi’s®, 2/24 – More than blue jeans
Panty Party from Victoria’s Secret, 2/9 – 7 Pairs, $35—The Math is Mathing
Quiksilver, 2/23 – What’s The Magic Length For Boardshorts?
Banana Republic, 2/27 – BR x thredUP: Extend the life of pre-loved styles.
Vuori, 2/14 – Vuori x Exos
Gap, 2/9 – NEW DROP: DAP x GAP
Columbia Sportswear, 2/28 – $20 off $100+ when you say yes to texts! 📱

New posts on EmailMarketingRules.com

3 Benefits of a Customer Data Platform

Everybody Hates Your Brand podcast: Personalization & Its Limits

2024 State of Email Trends Report

Surveys, Polls, Forms, & Progressive Profiling: Writing Questions that Deliver Valuable Insights

Email Marketing Trends for 2024: Competitive Differentiators

Email Marketing Trends for 2024: Unproven Opportunities

AI Copyright Infringement: People vs. Machines

Email’s Not Dead Podcast: The Latest Changes to Email Marketing

The Fifth Quarter: Navigating the Post-Holiday Season [with On-Demand Webinar]

The Last Word on January 2024

The Biggest Shifts in Email Marketing Trends for 2024

Email marketing is constantly evolving, so it can be difficult to know where to invest your time and energy from year to year. Just a few of the recent changes and challenges that email marketers have had to deal with include:

  • Economic uncertainty caused by high interest rates
  • New deliverability requirements from Google and Yahoo
  • The 2-year anniversary Apple’s Mail Privacy Protection making inactivity management much more difficult
  • Generative AI raising concerns and opportunities across the marketing spectrum

These have influenced email marketing priorities and are shaping the trends that will dominate 2024. We can see those shifts in the results of our fifth-annual Email Marketing Trends Survey, where we asked some of Oracle Digital Experience Agency’s hundreds of digital marketing experts to rate the current adoption of a range of email marketing technologies and tactics, as well as predict the impact each of them will have in 2024. We then mapped the results into adoption-impact quadrants.

For a detailed look at all 26 trends and how they rated, check out our posts on:

However, in this post, we’re going beyond the quadrant placements to look at the highest impact trends overall, the trends with the biggest increases and decreases in adoption and impact, the trends with the largest gap between the impact of a trend and its adoption, and more.

>> Read the entire post on Oracle’s Modern Marketing Blog

Email Marketing Trends for 2024 - Proven Essentials

Email marketing is constantly evolving, so it can be difficult to know where to invest your time and energy from year to year. Just a few of the recent changes and challenges that email marketers have had to deal with include:

  • Economic uncertainty caused by high interest rates
  • New deliverability requirements from Google and Yahoo
  • The 2-year anniversary Apple’s Mail Privacy Protection making inactivity management much more difficult
  • Generative AI raising concerns and opportunities across the marketing spectrum

To help you prioritize your email marketing efforts this year, we surveyed some of Oracle Digital Experience Agency’s hundreds of digital marketing experts, asking them to rate the current adoption of a range of email marketing technologies and tactics, as well as the impact they predict each of them will have in 2024. We then mapped the results into adoption-impact quadrants.

In this post, we’re looking at the Proven Essentials, which are in the high adoption–high impact quadrant. The technologies and tactics in this quadrant are mature, but are still improving and delivering tremendous results.

Our Proven Essentials stand in stark contrast to our Unproven Opportunities, which still have significant risks associated with them and benefits that haven’t fully materialized. Our Proven Essentials also have a risk profile that’s the inverse of our Competitive Differentiators—that is, where our Competitive Differentiators offer a competitive advantage to early adopters, our Proven Essentials put late adopters at a competitive disadvantage.

Of the 26 trends we surveyed our digital marketing experts about, 16 of them were rated as being in the high adoption–high impact quadrant for 2024. Let’s talk about each of them in turn.

>> Read the entire post on Oracle’s Modern Marketing Blog

3 Benefits of a Customer Data Platform

3 Benefits of a Customer Data Platform

Many brands are excitedly exploring ways to deploy artificial intelligence and machine learning to improve their omnichannel experiences. However, most are quickly discovering serious limitations on their ability to move forward because of how scattered and fractured their customer data is.

It’s not hard to understand how we got to this place. Not only do customers interact with corporations through many different contexts and channels, but the operational platforms that manage those channels typically aren’t designed to communicate with each other or to access or assess customer data very well.

In order to make use of customer data to drive engagement and satisfaction, another kind of solution is required, one specifically architected to receive data from each of these operational platforms, standardize that data, interrelate it, and make it accessible. That solution is the customer data platform (CDP).

Let’s talk about the three major benefits that CDPs deliver.

>> Read the entire post on Oracle’s Modern Marketing Blog