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Personalization, Omnichannel Strategies Drive 2020 Direct Mail

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AccuList’s direct mail marketing and mailing list clients embrace a channel that, despite perennial death notices, continues to outperform in terms of response, but mailers must also rely on evolving strategies for success in 2020.

2020 Success Depends on Data-Driven Personalization

Research consistently shows that personalization bumps up response. Most recently, in a 2019 NAPCO Research report on direct mail personalization, 44% of respondents saw personalized print marketing campaigns increase response by 16% on average, while Canon Solutions research found that adding a person’s name and other personalized database information (along with using full color) can increase the response rate of direct mail campaigns by up to 500%! So it’s no wonder that the recent Printing Impressions article by senior editor Toni McQuilken cites a number of leading marketing and print industry leaders stressing that data-driven personalization is the route to 2020 direct mail success. For example, Maureen Powers, president, Direct Marketing Group at RR Donnelley, asserts, “Personalization is more important than ever before, including with direct mail…We are using the direct mail channel to drive the customer experience through communications such as coupons and personalized offers. We’re also changing how we help our clients message their clients based on individual customer preferences and their point in the customer journey.” Likewise, Jim Andersen, executive chairman of IWCO Direct, stresses the shift toward variable data printing of smaller runs of targeted, personalized direct mail with digital tie-ins: “Today’s direct mail is more effective, relevant, and timely thanks to more sophisticated audience selection and segmentation. This technology uses digital print to personalize every component of a mail piece, including letters, inserts, cards, and call-to-action reply devices that connect the physical mail to an online, digital marketing experience.” 

Customer-Demanded Omnichannel Campaigns Mate Mail With Digital

For Andersen, mail personalization must be part of the omnichannel approach that customers demand today: “One of the biggest opportunities in the direct mail space is providing effective and efficient solutions to consumer demand for personalized, relevant messaging integrated across all channels. Insightful use of data, combined with the flexibility of digital print production, allows marketers to seamlessly integrate tactile marketing in their omnichannel campaigns.” Summer Gould, of Target Marketing magazine, has cited three already-proven ways to combine mail and digital:  1) online display ads that match direct mail data files to an IP address to target specific people by displaying cookie-free banner ads on web pages; 2) Facebook ads that match direct mail data with Facebook data to send targeted ads (see our Facebook Match services); and 3) e-mail matched with direct mail audience targeting to keep offers fresh, deliver response reminders and make added special offers (see our Digital2Direct services). The mail-digital mating can be taken even further to a union of programmatic automation with mail. Printing Impressions cites the example of Brodnax 21C Printers in Dallas, where Jim Singer, managing partner, describes their innovative program: “We take raw XML data to drive intricate, complex direct mail campaigns, including ongoing on-demand digital printing campaigns for local store marketing applications. Every night at midnight we get a massive amount of data, and the automated workflow we built for this programmatic offering” kicks in to generate direct mail campaigns and send them to production.

Data Quality Has Never Been More Paramount

These trends to more personalization and omnichannel integration rely on marketing data for segmentation and targeting, of course. Plus marketers must adjust for growing regulation of data security and privacy. All make data quality a top direct marketing priority in 2020. Yet too many marketers feel overwhelmed by the torrent of omnichannel “big data.” A Forrester Consulting 2019 survey revealed that, while 82% of companies place a high priority on refining data quality, more than a quarter of all marketing campaigns were hurt by substandard data in the last 12 months. Clicktale 2019 surveys of marketing and customer-experience professionals found almost a third of marketers don’t feel they’re effective at utilizing their web and mobile data, over half (54%) said they “don’t believe they have a strong understanding of their customers’ behavior across digital channels,” and 20% reported feeling like “they will never truly understand why their customers buy.” Check out this 10-step data-quality strategy from VisionEdge Marketing if you are looking for a place to start.

 

 

 

 

 

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Direct Marketing Challenged by 2020’s Record Political Spend

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AccuList’s direct marketing clients need to plan for competition for consumer attention across all media as political campaigns’ ad spending is forecast to hit record heights in 2020. Kantar’s Campaign Media Analysis Group (CMAG) predicts that political media campaigns will spend a record $6 billion on advertising in 2020, a 14.3% increase over the $5.25 billion spent in the 2018 midterm elections, and a 37.9% increase over the last Presidential campaign year in 2016, with the biggest gains going to digital media, which will nearly double to $1.2 billion in 2020. Meanwhile, ad media giant GroupM forecasts that political ad spending could reach a record $9.8 billion or more in 2020, again driven by digital ad growth.

Political Digital Competition Will Squeeze Inventory, Drive Up CPM

Nonpolitical marketers will face a considerable challenge, especially if they are advertising in politically divided markets, warns Kantar. For example, in the last three weeks of the 2016 campaign season, political advertising totaled 32% of local TV ad time within the battleground markets studied, an increase of 26% from the beginning of the season, while nonpolitical advertisers watched their share of the market plummet from 77% to 51%. Meanwhile, because digital is a big growth area for politicos in 2020, with a preference for programmatic advertising, marketing agency Hiebing warns that a scramble for digital inventory will significantly drive up CPMs for nonpolitical campaigns. Advertisers should develop a game plan early, either shifting campaign flights out of the election window or diversifying channels and tactics, Hiebing advises. Marketers should also consider Private Marketplaces, or PMPs, which are invitation-only marketplaces where selected programmatic media buyers make deals with publishers. These can offer access to more premium inventory, and better control over brand safety, than open exchanges crowded by 2020 political buyers.

Direct Mail Needs Careful Scheduling, Targeting, Stand-out Tactics

For direct mailers, it’s important to recognize that mailbox crowding will be especially bad around certain key events, such as the weeks before an election date, as well as early voting starts and the delivery of absentee/mail ballots. Marketing-mail drop dates need to be adjusted accordingly. Since bulk mail delivery is slowed, taking a back seat to first-class political promotions, mailers need to build in extra delivery time to the in-home date. Plus, in 2020, you will need to pay attention to the Super Tuesday primaries on March 3 because those primaries will see more impact (and more political mail) than usual as two of the nation’s most populous states, Texas and California, are among the 14-state total; indeed, Super Tuesday this year affects a whopping one third of the U.S. population. Bottom line: Careful planning of mail schedules will be required to get promotions in the hands of target audiences at the right time! Even with good timing, mailboxes are busier and response can be impacted, so marketers also need to make an effort to stand out creatively, perhaps changing up outer envelopes in size and color, and to avoid costly waste with more targeted messaging, via segmentation and personalization.

Prep for 2020 Marketing With Clean, Personalized, Predictive Data

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As 2019 closes, AccuList’s data services clients have a year’s worth of multichannel customer, campaign and sales information to analyze and inform 2020 plans. So what are the big trends that the data pros foresee will deliver maximum ROI?

Data Hygiene Issues Remain a Priority

Clean, up-to-date, quality data is still the basis for good marketing analyses and campaign planning. A November Business2Community post by marketer Dan Moyle helpfully summarized the key data cleansing tasks that businesses need to undertake to hit the ground running in 2020. After all, it’s estimated that 20% of the average contact database is dirty, so this is not a trivial effort. Increasing marketing efficiency, response and customer loyalty, requires removing data errors and inconsistencies. Start by monitoring data for issues such as duplicates, missing information or bad records to figure out how and where they are occurring. Then standardize processes at each entry point. Next validate the accuracy of data across the database by investing in data tools or expert data services, and commit to regular cleansing and maintenance of data quality. Identify and scrub duplicates. Once the data has been standardized, validated and de-duped, improve its analytic value by using third-party data appending sources (to flesh out demographics, psychographics, firm-ographics, purchase history, etc.) for a more complete customer picture. Establish a feedback process to spot and update, or purge, incorrect information, such as invalid e-mail addresses identified by a campaign. And communicate standards and processes to the whole team so that they understand the value of clean data in segmentation targeting, lead response, customer service and more.

Using Data for an Agile, Personalized, Customer-Centric Edge

Data trends figured prominently in the 2019 Martech Conference and a recent article from martech firm Lineate highlights a few keynotes, such as the role of data in personalization. When a 2019 RedPoint Global survey of U.S. and Canadian consumers finds that 63% expect personalization as a standard of service and want to be individually recognized in special offers, personalized marketing is clearly a competitive essential. Expect to see use of Artificial Intelligence (AI) and machine learning (ML) increase in 2020 as personalization tools. Machine learning is when a computer is able to find patterns within large amounts of data in order to improve or optimize for a specific task. For example, for more personalized offers and messaging in acquisition, this means using ML to recognize if people from certain areas are more likely to respond to a specific offer or which past high-response special offers may resonate in future . Personalization is also key to the customer-centric experience proven to drive long-term retention and brand loyalty–as opposed to getting the same message again and again. When personalization is combined with elimination of data silos and creation of a single customer view across channels, marketing becomes especially powerful. Indeed, integrated database development and the elimination of data silos are also key to the growing “agile marketing” trend. Agile marketing breaks down team silos (which assumes breaking down data silos) in favor of teams focusing on high-value projects collectively. According to a 2018 survey by Kapost, 37% of businesses have already adopted agile marketing, and another 50% said they haven’t yet become agile but expect to be soon.  

Taking Data Insights From Retroactive to Predictive

Looking ahead to 2020, marketers should also consider adding predictive modeling to their toolkit if they haven’t already done so. Why? A study by ClickZ and analytics platform provider Keen found that 58% of marketers using predictive modeling experienced a 10%-25% ROI lift, while another 19% saw more than a 50% uplift. While retroactive campaign data can be very useful for reporting and results analysis, it’s not always as good for informing future multichannel directions, for optimizing media investments, or for quick execution and performance assessment. In fact, nearly 80% of Keen/ClickZ survey respondents felt they’d missed opportunities because of slow or inaccurate decision-making using non-predictive data reporting. For example, standard data analysis often fails to span all channels (e.g., online video vs. store-level programming) and mistakenly gives most credit to last-click channels such as search or transactional activities. In contrast, the Keen/ClickZ survey found marketers using predictive modeling boosted results in multiple areas, including a better understanding of the target audience (71%), optimizing of touchpoints on the customer journey (53%), and improving creative performance (44%). Predictive modeling also can help businesses synthesize large volumes of data, a key concern for many; in fact, 38% indicated their current measurement solutions do not support the scale of their data.

 

Basic Steps Help Maximize Direct Mail ROI

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Industry data shows that direct mail is still relevant and effective in this digital era, which is why clients continue to come to AccuList for its expertise in targeted direct mailing lists and data services. While postal mail wins a higher response rate than other direct marketing channels, its higher costs also intimidate those wary of ROI stumbles, so as marketers begin to prepare 2020 budgets, we’ll pass along some key tips for making “the most of the post” from Chief Marketer.

Keep It Clear and Simple—With a Wow Factor

Anxious to pack in maximum value for the cost of postage, direct mailers can create counterproductive pieces. Long-winded content and pieces crammed to the gills with words, images and multiple messages actually can create confusion that drives recipients away rather than calling them to action, the Chief Marketer article warns. Instead, use white space judiciously to highlight key content, keep messaging direct and simple, and make the offer and call to action clear and easy to follow. If you have multiple messages, consider multiple mailings. On the other hand, don’t be afraid to think big and out-of-the-box. Look for a wow factor that will stand out amid mailbox clutter. Oversize or dimensional mail pieces, promotions ranging from a personalized item to a free report, or an overnight envelope that sparks open-me urgency are examples that have proven effective in boosting response.

Focus on Quality Lists and Targeted, Personalized Content

Direct mail success starts with clean, up-to-date list data and selective targeting of prospects or customers. Just choosing the right targets is not enough, however. They must receive the right message. Marketers should use demographic, geographic and psychographic parameters to segment lists and then variable data printing to craft personalized content to send the right message to the right audience. Chief Marketer cites the marketing strategy of healthcare insurer Blue Cross Blue Shield of Michigan, which works with PFL marketing/printing and Salesforce Marketing Cloud to score its membership based on various criteria and then sends a tailored direct mail piece likely to drive engagement to each member. 

Test and Track to Maximize ROI

Trying to reduce mail costs by skimping on testing—whether of list, creative or offer—is sure to backfire in terms of ROI, warn the experts, especially when introducing a new brand, product or creative. Always test to optimize response before risking the cost of rollout. Also, failing to track mail response across channels, especially in today’s multichannel world, will compound ROI risks. Before you mail, consider how you will measure ROI, such as visits to a unique URL, calls to a dedicated 800 number, mailed reply card, or other response device, advises the article.


Plan How Mail Fits With Multi-channel Branding

Direct mail today rarely exists in a vacuum. Marketers simultaneously support promotions via websites, e-mail, social media and even TV. Before launching a direct mail campaign, decide how postal mail fits and interacts with other channels and branding initiatives. Make sure direct mail messaging is consistent with cross-channel efforts and brand identity. For more, see the full post of Chief Marketer tips.

Avoid Segmentation Missteps to Boost List ROI

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List segmentation is key in targeted direct marketing, which is why the AccuList team offers clients help in defining best-performing customer segments via predictive analytics services and data management services. Over the years, we’ve learned that the secret to success is as much a matter of strategic mindset as technical expertise. A recent MarketingProfs article by Mitch Markel, a partner in Benenson Strategy Group, makes that point by identifying some of the common strategic errors that can trip up a segmentation effort.

Obvious Parameters and Old Strategies Dig a Rut

Marketers need to be aware that segmentation models can slip into an ROI rut. Use of obvious profiling parameters and assumptions is one reason. Certainly, demographics (or firmographics), stated needs, and past purchase behavior are essential in grouping for likely response and lifetime value, but people don’t make decisions solely based on these factors. Markel urges research that also looks at fears, values, motivations and other psychographics in order to segment customers or prospects not just as lookalikes but also as “thinkalikes,” which can be especially helpful in crafting personalized content and messaging. Markel cites the examples of car buyers grouped by whether they value safety over performance, and food purchasers sorted for whether they stress healthy lifestyle or convenience. Past success is another reason segmentation can get stuck in a rut. Because segmentation requires an upfront investment, marketers tend to want to stick with proven targeting once the segmentation study is completed. But today’s hyper-personalized, digital environment has accelerated the pace of change in markets, perhaps shifting customer expectations and preferences away from an existing segmentation model. Markel advises an annual “look under the hood” of the segmentation engine to see if segments are still valid or need appending/updating. An annual audit can avoid the expense of a broader overhaul down the road.

Big Data Blindness Ignores Potential Audiences

One outcome of segmentation based on existing customers is blindness to potential audiences. Segmentation research often uses the existing customer base and surveys of people that marketers assume should be targeted. This can create marketing campaigns that miss groups that Markel calls “ghost segments,” people who could be among a brand’s best prospective customers. Markel suggests a periodic look at non-customers for conversion potential as one way to capture these “ghosts.” And, of course, if a new product or service is in the works, research should ask whether it will attract new groups differing from the existing customer profile. Another reason ghost segments are common is that marketers, overwhelmed by the task of sifting “big data,” fall back on whatever data sets are handy. Markel suggests that it would be better to bring in big data at the tail end of segmentation. He advises analysts to start by creating segments using primary research, add existing customer “big data” to target those segments more efficiently, and then plug segments into a data management platform for insights on other products, services, interests, and media that may correlate.

Analytics Miss Without a Companywide Strategy

Finally, Markel stresses that a segmentation study that ends up residing only with a few marketing decision-makers will fail to live up to its ROI potential. Customer and prospect insights have relevance for multiple departments and teams, from sales to customer service to finance. In order to deliver a seamless, personalized customer experience, Markel suggests creating 360-degree customer personas and promoting them throughout the organization. Management can start with workshops to educate employees on the use and importance of those personas both for their departments and the organization, and then can schedule check-ins to show team members the resulting benefits of segmentation and targeting implementation. If segments are made relatable, it will ensure they are used and embraced across the organization.

Tech & Data Trends Spur 2019 Fundraising Opportunities

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Despite 2019’s many challenges for nonprofit marketers, including competing for attention with political fundraising noise, trends in data analytics and technology offer good news for AccuList’s fundraising clients.

Fundraising Can Leverage Digital Innovations

Consider trends highlighted in this spring’s Nonprofit Technology Conference in Oregon. For example, nonprofit tech pros reported success using Digital Wallets, such as Apple Pay, Paypal and Google Pay, to make donating easier for donors and to increase conversions. AI and chatbots are another boon cited by tech experts, not just because they free up staff from time-consuming interfaces but because they can be used to segment audiences and tailor communications to boost donor acquisition, value and retention. Meanwhile mobile text messaging and mobile giving not only continue to grow in use, but nonprofits are learning to leverage SMS to trigger response, scale donor relationships and engage and motivate communities more fully. Online giving continues its growth path, but there are now more online giving services and their offerings are expanding. For example, Give Lively has free online fundraising tools for text-to-give, peer-to-peer, events, and integration with social media platforms such as Facebook. Finally, virtual-assistant voice services have entered the fundraising arena; for example, Amazon’s Alexa now can help donors verbally contribute up to $10,000.

It All Comes Back to Targeted Data

But for tech innovations to be effective, quality data and data analytics are essential. For example, fundraising efforts can use data to identify and segment those groups of current or inactive donors more likely to increase their donation dollars or flag donors to tap as future legacy donors. And data analytics can combine with real-time marketing automation, triggered e-mail series and variable data printing of personalized direct mail for improved donor acquisition. While the task of data collection and analysis can seem overwhelming, nonprofits don’t need to vacuum up every bit of big data for better results. The key is to collect and track the information in the donor database, or to select the key response factors to target in prospect lists, which are most likely to lead to success. Beyond the basics of name, address/contact, gender, age and date and amount of last donation, data targeting can be enhanced with parameters indicating donor capacity (the ability to give) and donor affinity (the willingness to give). Indicators of donor capacity include personal income/wealth measures, real estate ownership, business title, stock ownership, etc., while donor affinity parameters include the RFM (recency, frequency, monetary) of the donor or prospect giving history, past relationship/interest in a specific cause or affiliated appeal, and political affiliation and giving. Check out this article on donor data from Candid’s Philantopic blog for data management tips.

Beware Assumptions About Donor Data

A good database policy also includes regular hygiene and updating as well as an ongoing check for knowledge/data gaps. Classy, the online fundraising software provider, suggests challenging assumptions of donor knowledge by making sure analytics can deliver on these questions:

  • When are donors most likely to donate?
  • What is the average donation amount?
  • What is the average donation amount?
  • Are there different types of donors?
  • What is the reason for donation?
  • How does the donor liked to be thanked?
  • What is the donor’s communication channel preference?
  • What value does the donor get from donating?

See the rest of Classy’s suggestions on using data for fundraising.

Fundraising Challenges Include Gen Z, E-mail, AI

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For AccuList USA’s nonprofit fundraising clients and fundraising consultants, 2019 will be another challenging year. Successful direct marketers will need to adapt to changes in demographics, technology and donor targeting, to name just a few trends recently cited by the Donorbox Nonprofit Blog.

Move Over Millennials; Here Comes Gen Z

Donorbox is sounding the alert ahead of the next demographic wave. While the Millennial generation is still the biggest cohort in the workforce, Gen Z is arriving. Born after 1996, they now make up an estimated 27% of the population and will account for 40% of all consumers by 2020. How are they different? The “2017 Global Trends in Giving Report” found that Gen Z members are interested in giving to many different causes, especially those involving youth, animals and human services. But to win the attention of these digital natives, messaging must be concise and engaging, offering an immediate experience that cuts through the marketing noise they routinely filter out. Gen Z is also the first mobile-only generation, so website, e-mail and donation forms must all be optimized for mobile. Plus, Gen Z likes visual-based platforms, so fundraising creative should use photos, videos and infographics to tell stories that grab attention.

Donors Expect Hyperpersonalized, Targeted Messaging

Accustomed to sophisticated digital technology that tailors messaging a la Amazon and Netflix, today’s donors expect a personalized, targeted approach that takes into account demographics, giving history and even psychographics. A generic appeal will fall flat. That means segmenting donor and prospect lists and using variable data printing to specialize messaging to account for generational differences and other demographics. It means tailoring the “ask” to the prospective donor’s income and giving history. It means refining giving/donation pages to highlight projects and wording that will resonate with the target donor group.

Donors Embrace E-mail Fundraising If Done Well

E-mail has gotten a bad rap recently because of crowded mailboxes, spam filtering and low response rates, but there is a lot to be said for revisiting e-mail strategy in 2019. For one, research shows that donors willing to donate through e-mail rose from just 6% in 2012 to 28% in 2018. Second, low-cost e-mail has an ROI of 122%, much higher than direct mail, social media and paid search. Finally, a backlash against social media abuses, including among the mobile-first generation, is improving e-mail’s digital appeal. But e-mail needs to be done well to deliver donors. Personalization and targeted messaging is expected, so, again, segment the audience by demographics, desired communication frequency, giving status, etc. Make sure there is a clear call to action, a compelling subject line, simple attractive visual design, and, most of all, impactful storytelling.

AI Can Help Turn Data Into Dollars

Artificial Intelligence (AI) is on its way to becoming ubiquitous in our society, and that will include fundraising. AI broadly refers to programs, computers and machines that perform “intelligent” tasks such as planning, learning, problem-solving, communication and more. AI can help nonprofits gather more data and use it better to advance missions and marketing. For example, one of the simplest uses of AI is a chatbot that interacts via messaging services like Facebook Messenger, Slack, Telegram, etc. A nonprofit can create a chatbot to handle donations, register members and distribute information about programs and services. AI also can be used to personalize donor journeys with tailored, personal messages based on real-time donor behavior and timed to encourage contributions. Finally, AI can weaponize data for more cost-effective donor development and marketing. For example, a donor’s giving and volunteering history, event attendance, affiliations, relationships, and data from wealth screening tools can all be analyzed to predict a potential donor’s likelihood to give a major gift.

See the complete list of eight fundraising trends identified by Donorbox.



fundraising trends for success

For 2019 Edge, Event Pros Shouldn’t Overlook Direct Mail, SEO, Experiential Marketing

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Per the latest industry surveys, AccuList USA’s trade show and conference marketing clients can look forward to solid event industry growth in 2019–along with potential marketing strategy shifts in an increasingly competitive landscape.

Businesses Are Bullish on Event Marketing

Event software firm Bizzabo’s survey of over 1,000 mid- to senior-level marketers at major companies in 2018 found good news for the event industry: Most respondents (41%) consider live events to be the most critical marketing channel in achieving business outcomes (out of 9 possible channels), a 32% increase from 2017. Business execs are also doubling down on live events. Between 2017 to 2018, the number of companies organizing 20 or more events per year increased by 17%. Additionally, the vast majority of respondents (95%) believe in-person events provide attendees with a valuable opportunity to form connections in an increasingly digital world. This reflects a 12% increase compared to 2017.

E-mail & Social Media Remain Favored Promotion Channels

Meanwhile, Eventbrite, an online event management and ticketing firm, surveyed 1,200 event professionals last year to see how marketers are likely to spend in 2019. Word of mouth, an effective tactic for 63% of event marketers, is bolstered by investments in social media marketing, which 49% of event creators placed among the top three most effective drivers of ticket sales. They cited Facebook and Instagram as the top social platforms for reaching event-goers. E-mail rounded out the top marketing channels per those surveyed, with 38% of event professionals relying on it.

Trends Encourage Growth of SEO & Direct Mail Use

However, with 89% of attendees using search for purchase decisions, Eventbrite foresees a necessary expansion of SEO efforts. There’s definitely room for growth, with almost half (46%) of event professionals saying they aren’t using SEO. And, while e-mail is cited among the favored marketing channels, direct mail continues to turn in higher response for the 41% of event pros who use it. Eventbrite thinks the 50% who cite competition as their biggest challenge will want to reconsider the edge offered by adding mail to their arsenal, urging the hesitant to take a trial run by segmenting mailing lists and sending flyers or save-the-date cards to a test portion.

Experiential Marketing Is 2019’s Hot Buzzword

Experiential marketing is a hot new trend for trade show exhibit providers, brand marketers and event planners. It is a strategy that engages attendees by using branded experiences at an event, as part of an event, or in a pop-up activation not tied to any event. It’s all about immersing people in memorable live experiences to create more lasting and positive brand impressions. Yet Eventbrite found that close to 60% of event creators are not using experiential marketing. Acknowledging an intimidation factor, Eventbrite urges starting small, for example by promoting a pop-up shop (temporary retail space) grand opening at an event, by offering a smaller experiential activation like an on-site art installation, or by using a partner on-site sponsorship to enhance the event experience.

Download the Bizzabo report “2019 Event Marketing Benchmarks and Trends” for more details on event industry trends.

Is Your E-mail Optimized for Best 2019 Performance?

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E-mail marketing is constantly evolving, and AccuList USA tries to keep our e-mail list and e-mail marketing services clients up-to-date on the latest tactics and best practices. A good overview of trends for 2019 was recently supplied in a Business2Community post by Rohit Munipally.

Targeted, Segmented and Automated Marketing

The value of e-mail targeting and list segmentation is so clear that it will be a given for smart marketers in 2019. Munipally cites HubSpot research showing that e-mails that are relevantly segmented and targeted account for 58% of all e-mail earnings and increase profits up to 18 times more. When combined with automation, e-mail content power is further enhanced. Munipally gives examples of how e-mail marketers can track behavior to boost response and conversion. For example, if a contact hasn’t opened an e-mail for an extended period, the contact can be dropped from deployments, while a contact who has visited a web page several times or opened multiple e-mails can receive relevant automated e-mails prompting action. In fact, global automated e-mail marketing alone is expected to account for $2.7 billion in spending by 2025, Munipally reports.

Text-Only, Interactive & Story Content

Watch for acceleration of the trend away from graphics-heavy e-mail designs in 2019. Research shows e-mail users prefer plain text over HTML-style e-mails because plain text e-mails resemble a personal message that would be sent by a family member or friend. So marketers now use plain-text e-mails to create a more personable, sincere and less sales-oriented brand. Also expect to see interactivity dominate over product display and sales pitches in e-mails next year. Response data favors interactive e-mails that encourage engagement through quizzes, surveys, games, contests, GIFs, and call-to-action messaging that lets recipients shop, edit an order, update a wish list, send a shipping confirmation, etc. Story-telling also has proved itself as another content-engagement tool. E-mails that begin with a story that grabs the reader and then leads into the value and services/products offering have been shown to be highly influential–if delivered to a relevant audience (again underscoring the value of targeting and segmentation).

Focus on Mobile, Personalization and AI

Mobile optimization of e-mail will be essential for success in 2019, with 53% of e-mails opened via mobile devices and 75% of gmail users viewing accounts on mobile devices. Meanwhile, consumers demand content that is relevant and personalized whether they view it on a computer or mobile device, which means using data to go beyond the first name in the second paragraph to delivery of information unique to the reader’s account or buyer persona. Plus, next year should see growing use of AI for everything from targeting, subject line choice, image selection, unsubscribe prevention and more. To illustrate the power of AI, Munipally reports that Adobe recently developed an AI technology with a series of sophisticated algorithms based on e-mail campaigns and audience behaviors, resulting in e-mail users opening nearly 80% of work and 60% of personal e-mails.

For the complete post, see https://www.business2community.com/email-marketing/7-email-marketing-trends-for-2019-02120824

 

Many Business Publications Fail to Fully Mine Audience Data

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Business periodical marketers come to AccuList USA for help with audience building via multi-channel campaigns. But as data experts, we’d like to remind them that their audience data offers other revenue streams worth mining. Most publishers know that targeted audience data is key to competing for ad dollars; for improved subscriber response via personalization; and for better targeted content marketing, but a recent Adweek article by Jason Downie suggests several other ways to monetize audience data.

Building Valuable Off-the-Shelf Audience Segments

Downie urges publishers to build “off-the-shelf” audience segments that can be sold directly to advertisers, for example. Consider how a seminar promoter could use a business magazine’s data if the publication built an audience of people interested specifically in his topics or proven seminar buyers; the advertiser would be able to enjoy the benefits of tapping not just a business-engaged audience but a strategically targeted set of potential buyers more likely to convert. By creating off-the-shelf audience segments, the publication offers more options for ad clients and more targeted impressions from high-value users. Audience segments can also offer insights that can be further monetized. For example, analytics could show that seminar attendees are four times more likely to share content online. That makes them online influencers, and since influencers are extremely valuable, the publisher can demand a higher CPM. Additionally, an audience segment can open the door to new advertisers and marketers, including non-endemic spending. A business publisher’s analytics may show a subscriber segment visits golf sites as well as the magazine site, for example. The publisher can now woo clients looking to target “golfers.”

Using Data to Win RFPs

Another way publishers can take advantage of data is in the RFP process, according to the Adweek article, noting that the average publisher spends up to 1,600 hours per month, or 18% of revenue, responding to advertiser RFPs. Publishers can develop a customized response to an advertiser RFP, starting with first-party data to build out the RFP-requested audience and then enriching that database with third-party data appending. Digital campaigns can expand targeting by adding lookalikes. Author Downie advises running a portion of an ad campaign without audience or contextual targeting to identify additional audiences, interests, actions and behaviors of those who respond well to the campaign but were not included in the initial targeting.

Turning Data Into New Revenue Streams

Another option for publishers with high-quality audience data is to sell it as “second-party data.”  The data can be sold either directly to another company through a second-party data exchange or through a programmatic data exchange. Second-party exchanges are popular because they are private marketplaces one-to-one with another company, versus an open environment. And, of course, subscriber lists can be monetized as “third-party data,” earning regular rental revenue on the open market and via data brokers. For more detail, see the full article.