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Businesses thrive on reaching their customers through email. eMarketer reports that the amount of email communications brands send is projected to increase to 392.5 billion emails per day by 2026. Given its ability to accomplish a variety of goals—from increasing website traffic and boosting customer loyalty to improving sales—it's no surprise.
As inboxes become more cluttered, brands are constantly competing for customer engagement. Customers, on the other hand, have grown tired of never-ending "one-size-fits-all" owned-channel communications (like email, SMS, mobile push).
Epsilon recently conducted research on consumer email preferences, and nearly three-fourths (71%) of respondents indicated that their top gripe with the owned-channel communications they receive is excessive brand messaging for both email and text/SMS. Marketers that continually push repetitive messages can have a negative impact on their brands if those communications ignore what the consumer cares about. So, what can marketers do to effectively cut through the congestion of the average inbox?
The truth is, marketers need to be more innovative in their approach to owned-channel (email, SMS, mobile push) communication strategies. Because every consumer is different, it’s important for marketers to deliver messages that speak to the individual needs of each consumer. Marketers need to combine the online activities of each individual customer across channels and devices and deliver one clear, unified view of who they are.
An effective messaging platform provides marketers with more than just basic functionality. It offers tools that enable them to develop and optimize their overall strategy for more tailored and enhanced personalization. A marketing strategy that can increase engagement and improve ROI requires a with person-first identity resolution built in.
Most marketers struggle to integrate customer engagement data across multiple channels, devices and touchpoints, resulting in brands continually sending fragmented messages that lack personalization and relevance.
Person-first identity allows brands to recognize individuals across their various email accounts and device IDs. A strong cross-channel engagement solution leverages third-party data to enhance first-party data. It broadens your understanding of your customers beyond your direct interactions and fills in missing information—offering valuable insights into their behaviors. Together, they enable improved customer segmentation, more accurate targeting, better personalization, and ultimately, more effective campaigns.
An advanced technology is also designed to break through the siloes of disjointed customer data and provide deeper insights into the customer experience. Essentially, with an enhanced customer profile, brands can holistically understand where a consumer is across their buying journey and therefore optimize how they're speaking to them through owned channels.
Brands need to invest in a cross-channel engagement solution strong enough to turn their customer data into campaigns that are relevant, successful and effective. Robust technology, built with person-first identity, uses data to introduce new opportunities for marketers to reach their customers and deliver more personalized, dynamic and engaging campaigns easily. Innovative automation capabilities adapt to user behaviors, empowering marketers to create seamless customer experiences.
A strong data foundation does more than just enable personalization—it’s essential for defining your audience. Audience segmentation is crucial for targeted content, but equally important is using unified data to guide decision-making, which helps personalize not only the content but also the customer journey across different touchpoints.
With a holistic view of your customers' needs, interests and behaviors, you can create communications that speak directly to each customer. You can continue to engage them by sharing product suggestions based on past interactions with the brand, recommend special offers tailored to each individual's specific preferences and consistently create attention-grabbing messages at scale. It makes it easy to interact with them seamlessly and elevates their user experience.
Delivering personalization at the level customers expect is no longer a nice-to-have; it's a necessity for brands seeking to stand out and drive higher ROI. When customers consistently receive irrelevant brand communications, they become overwhelmed and start to ignore them. This is critical because, according to Forrester’s ConsumerVoices panel, just 6% of 759 respondents found promotional emails to be well-suited to their needs. (The Inbox Intimacy Conundrum, Forrester Research, Inc., April 12, 2023).
Our research on email, SMS and mobile push messaging found that when customers receive messages that reflect their interests, they are more inclined to open and engage with them. A campaign might start with a social media teaser, followed by an email promotion, and finally lead to a special in-store event. Identity resolution allows you to understand customer behavior from one platform to the next and tie it back to that individual, so you can send accurate follow-up communications based on the actions taken.
Today, it’s natural for customers to engage with brand messages interactively across multiple channels. Technology that allows you to have real-time conversations seamlessly, enables hyper-customized experiences that are meaningful. Brands that fail to deliver communications that engage in this way risk losing their customers' interest.
At Epsilon, identity is rooted at the core of everything we do. In Forrester’s Email Marketing Landscape report, Q1 2024, Epsilon was recognized among vendors, with personalization as one of the top three notable capabilities.
A strong cross-channel engagement solution can drive better results by harnessing your customer data, resolving identities and enriching your customer profiles. If you’re looking to revamp your messaging strategy, investing in a powerful technology with next-generation person-first identity resolution capabilities is a smart choice.
If you would like to learn more about the power of advanced cross-channel engagement solutions, and how they can enhance your brand’s messaging strategy, check out our cross-channel engagement solution buyer’s guide.
