Truism: One can’t personalize email communications with just an email address.
Can anyone argue that point? Therefore, you have to ask at least a few questions in our sign-up forms like name, location, demographics, and interests. Why did a new subscriber sign up, for example? That is valuable information and a great start for personalizing email follow ups.
You may need to rethink your entire email strategy if you want true personalization.
Use the unique subscriber identifiers that you gather to segment your email list. For example, if 8:00 am is the best time for opening email, you’ll need to send out emails based on timezone / location.
Does where I’m headed make sense? As difficult as it may seem at first, the only way to personalize is to get added info up front from your subscribers. Obtaining added information from your existing subscribers (if you don’t have it) is another hurdle, but one that must be addressed in order to personalize.
So, you can’t personalize with just an email address… well, sort’a. Another way to personalize (somewhat) is to track email behaviors. One of the easiest is to segment an email list based on what links subscribers click on in your emails. A good email provider will provide insights into what actions subscribers take – like clicking on particular links.
To execute a peronalized email campaign or just to get some customer acquisition ideas, send me an email! [email protected]
3) University of Michigan—Ann Arbor – Stephen M. Ross School of Business
Zell Lurie Institute for Entrepreneurship
Zell Lurie’s leadership and excellence in entrepreneurship education is highlighted through interviews with mentors, faculty, students and alumni. Recent start-ups, experiences in venture capital & private equity, and new courses are featured.
4) Rice University – Jesse H. Jones Graduate School of Business
MBA programs focus on the qualities that mark the successful leader, delivering knowledge for excellence in accounting, finance, marketing, operations, entrepreneurship, and global business. Students have access to electives which provide insight into industries such as energy, health care, real estate, management consulting and portfolio management.
5) Stanford University – Stanford Graduate School of Business MBA Program
Center for Entrepreneurial Studies
The most exciting innovations derive from cross-disciplinary collaboration and encourage this by serving entrepreneurial faculty members and graduate students from across Stanford, in partnership with the greater entrepreneurial community.
6) Northwestern University – Kellogg School of Management
The Levy Institute and the Kellogg Innovation & Entrepreneurship Initiative provide students interested in entrepreneurship and social impact a variety of opportunities to engage with Kellogg faculty, alumni, and business professionals.
Brigham Young University – Marriott School of Management
The Marriott School has hired the brightest minds from around the world to teach in the MBA Program. During the first year, students gain a solid understanding of the best business practices through their core classes. Then, they put that learning to practice in a full-time internship in the corporate world during the summer between their first and second years. When students return for the second year of the program, they are able to focus on one of five majors: OB/HR, finance, marketing, global supply chain, or entrepreneurship.
Marketo and The Economist Intelligence Unit release report highlighting the impact of technology, the importance of managing customer engagement and the role marketers play in setting company strategy
SAN MATEO, Calif., Jan. 28, 2015 /PRNewswire/ — A study of 478 senior marketers and CMOs from around the world conducted by The Economist Intelligence Unit on behalf of Marketo Inc. (MKTO), the leading provider of engagement marketing software and solutions, reveals marketers’ top challenges, investments and forecasts for today and over the next five years. Among the key findings, more than 80% of all marketers say that their organizations will need to undergo dramatic changes in order to keep up with increased technical and consumer demands..
“The transformation taking place in marketing is profound as marketers race to adopt technology and add skills that will allow them to manage the entire relationship with the customer,” said Sanjay Dholakia, Chief Marketing Officer at Marketo. “Three out of every four marketers say that in three to five years, they will own the end-to-end customer engagement. That ownership puts marketing right at the center of revenue generation and setting the company strategy. For marketers to successfully make the leap forward – and drive a customer engagement strategy — they must embrace the use of digital marketing software.”
Marketers believe that change will occur in six areas:
Marketing shifts from being a cost center to a revenue generator. Today, more than 68% of marketers feel that the rest of their company views their department as little more than a cost center. In three to five years, marketers say, approximately four out of five companies will classify the marketing function as a revenue driver.
Marketing becoming the chief customer advocate. Over the next three years, marketers believe their involvement in managing the end-to-end customer experience will skyrocket. Today, slightly more than a third of all marketers say they are responsible for managing the customer experience. However, over the next three to five years, 75% of marketers said that they will be responsible for the customer’s lifetime end-to-end experience. Central to that shift will be the use of technology by the marketer to manage customer engagement. Today, barely half of all marketers use data to gain insights and engage customers. In three to five years, however, 81% say they will use data to make the connections with customers. Similarly, more than 80% of marketers will rely on technology to engage customers in a conversation to build advocacy and trust over the next three to five years.
The importance of engagement can’t be underestimated. A marketer’s greatest achievement is an engaged customer. Because engaged customers keep coming back, engagement is defined most often in terms of sales and repeat sales. More than six out of ten (63%) marketers polled say that engagement is manifested in customer renewals, retention and repeat purchases. Adding in the 15% who see engagement in terms of impact on revenue, a full 78% of marketers see it as occurring in the middle or later stages of the classic funnel. A minority (22%) view engagement in terms of love for a brand – still important, but part of marketing’s legacy skill set.
Marketing needs digital skills and operational expertise. Marketers are aggressively seeking new skills – especially those who believe that change is urgent. Nearly four out of ten marketers (39%) surveyed believe businesses will require new blood in the areas of digital engagement and marketing operations and technology. A close third, and not significantly different, is skills in the area of strategy and planning (38%).
Marketers must leverage technology to succeed. Digital and data dominate investment forecasts for marketers. Technology investment plans by marketers illustrate both the dominance and fragmentation of digital channels. Three of the four most widely cited investments are aimed at reaching customers through different channels: via social networks, on mobile devices and on the old standby of e-mail. The fourth, analytics, is needed to knit together data from multiple channels into a coherent and actionable portrait of the consumer.
The Internet of Things and real-time personalized mobile technology will shape the future. Over half of marketers expect the Internet of Things – where ubiquitous, embedded devices sweep across the Internet – to revolutionize marketing and customer experience by 2020. Almost the same proportion cites the power of real-time personalized mobile communications as the trend with the biggest impact.
Survey Methodology The global survey included responses from 478 CMOs and senior marketing executives worldwide. It was conducted by The Economist Intelligence Unit (EIU) in November 2014 and was sponsored by Marketo. More than 50% of respondents hold the CMO title or top marketing position. Respondents are located in North America (33%), Europe (30%), Asia-Pacific (28%) and Africa and Latin America (9%).