For email marketers, finding opportunities to collect background on your customer can deliver a more personalized email experience. While this information exists for every retailer — whether they sell apparel, footwear, jewelry, or insects — marketers often overlook customer background data widely available to them. Stop ignoring the information in front of you and start segmenting your email subscribers by focusing on some behavior-based alternatives.
Oracle + Bronto
The lack of audience segmentation usually centers on time and resources. For example, with only two people in the email department, it isn’t realistic to consistently send seven varieties of messages each time. This doesn’t mean a company can’t segment its emails. You just need to start in a manageable way and grow from there.
The eldest Gen Z, the generational cohort following millennials, will turn 22 this year. Like all generational cohorts, they have attributes unique from those before them, but Gen Z does have a first: They’re true digital-natives. They have never known a world without the internet, smartphones, social media and Amazon. Here are the keys to creating a Gen Z-friendly email marketing strategy.
This year it’s expected that members of Gen Z, now in their late teens and early twenties, will be the largest generational cohort, surpassing millennials and baby boomers and making up one-third of the global population. In a new webinar, Greg Zakowicz, senior commerce marketing analyst at Oracle Bronto, will talk about how to effectively market to Gen Z shoppers via email marketing.
Today’s retailers have to jump through hoops to meet customer expectations and gain their trust and loyalty, and in the age of omnichannel and mobile, email is still one of the most effective ways to do this. Oracle+Bronto along with Smile.io will cover ways merchants can offer a unique customer experience in the upcoming Multichannel Merchant webinar, Use Email to Build and Emotional Connection in 2019, on February 12 at 2 p.m. EST.
We hear about how machine learning and artificial intelligence have reshaped email marketing but lurking inside these buzzwords is a hidden danger – not knowing whether these tools, among others, actually improve your email program. Here are two examples of how improving the fundamentals of your email program can generate more revenue.