The bi-annual MediaPost Email Insider Summit took place this week. It was a chance for 150 brands and technology providers to share their marketing tactics, strategies and successes in a collaborative and open environment. We heard from brands including Dollar Shave Club, HP, Intuit, Lyft, Marriott, Overstock, Rodale, ShopatHome, Western Union and Zillow; and from some of our partners including Adestra, Experian, Lifescript, Merkle, Salesforce Marketing Cloud and Selligent.
Here are my top five takeaways from the event:
1.) The email address is brands’ #1 piece of data. We at LiveIntent love that this theme permeated the conference. The email address is a person’s online social security number, their online passport, their identity. When marketers target customers based on those customers’ online identities, it makes for a better overall experience and contributes to brand loyalty and retention.
2.) Segmentation is not about how finely you can slice and dice your data; it’s about how you can slice it so you can create hyper-personalized experiences for your customers so that every piece of content they receive is relevant to them.
3.) Age-off data that’s no longer relevant to your customers. For instance, if you have a customer who traveled to Maine three years ago, but they live in California and haven’t been to Maine since, you should probably scrap that data point as it’s no longer relevant. Instead, focus on their more recent activity and data points.
4.) The value of email is steadily increasing as other mediums struggle to prove ROI.
5.) More and more brands are mobile-first as they see their mobile open and engagement rates surpass desktop. At LiveIntent, we see the same with ~67% of opens on mobile. Design emails and associated landing pages for mobile and then adapt them for desktop and make it easy for your customers to take action.
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