Leveraging Big Data to deliver the one-to-one message?
You’ve got the perfect message, but you’re caught in a trap
The fact is that 20% of legitimate batch email is delivered straight to SPAM folders which means a lot of lost investment, a lot of lost opportunity. I don’t care if you are a hegemon, a mom and pop shop, or whether or not your customers have consented to being emailed. Unless you use a specialist email supplier with a credible sender score, your emails are at risk of never being read. As volume plagues inboxes, SPAM filters are becoming more and more sophisticated in order for ISPs to protect customers from sheer harassment. I am personally an advocate of these filters increasing in sophistication, as I recently missed an email from my Mom in the jungle that is my inbox. Sorry Mom, I did love the biscuits, thank you. Don’t lose your one-to-one marketing messages to the ISP sieves that are becoming increasingly finer.
Marketing messages and the lost touch point
While most financial institutions have their eyes on the prize of cutting paper and postage costs, the paperless replacement is often an untouched space. I am a customer of Orange and was defaulted to paperless statements, meaning I had to make an effort to log on to the portal to see what’s what every month. After I signed up for Direct Debit, I never made that effort (except after an unfortunate use of Google maps in Paris which shocked even the likes of me). I had no need whatsoever to log on to the portal and therefore, any Marketing Messages they hoped to get to me as a customer have been lost. Remember that getting into the inbox is everything when it comes to extracting the value from Big Data and personalization. Big Data is only big business when it results in big revenue, and to get that you need to get the message through.
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