With election uncertainty swirling again… + taxonomy for optimization, & more
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With election uncertainty swirling again…
Some of our clients have proactively planned to delay their digital marketing campaigns and have created contingency messaging depending on the outcome. Just as in 2020, brands should be cautious of the content they are delivering during these sensitive times—both in their broadcast campaigns as well as their automated ones. From natural disasters to political instability, there are more reasons than ever to consider pausing campaigns. Make sure you've done the needed emergency planning to ensure you can act quickly, when needed.
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Jeannine Pine
Senior Director of Agency Services
Oracle Marketing Consulting
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In this issue:
- The new newsletter best practices
- Email marketing in flux
- Good taxonomy = great opportunities
- 3 skills email marketers need
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When we overhaul our clients' email newsletters, here are the changes that our Creative Services and B2B teams at Oracle Marketing Consulting recommend most often.
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Email marketing is more powerful than ever, but the strategies and tactics needed to succeed are changing because of 3 mega-trends:
1. The sunsetting of third-party cookies
2. Apple's Mail Privacy Protection
3. Pandemic-driven consumer behavior changes
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One key to unlocking lots of optimization opportunities is having a solid tagging taxonomy for your audience acquisition sources, calls-to-action, content types, and campaigns.
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Oracle's Chad S. White joins 9 other email experts in sharing the 3 skills he thinks email marketers need to have to be successful.
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Say What?
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“The format of your customer data is just as important as having the data. For instance, you might have 'annual spend' in your data set—only to discover it's a calculated field that breaks spend into buckets like $0-$100. That's useful, but not if you want to show a consumer their exact annual spend in a personalized communication. Sometimes, getting what you want will require some data development with tech teams.”
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Kaiti Gary
Senior Director of Analytic & Strategic Services
Oracle Marketing Consulting
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