Let’s do some quick math. Over the next 24 hours, 269 billion emails will be sent around the world. Distributed evenly, that would be roughly 40 emails for every person on the planet. But, seeing as only about half the planet actively uses email, make that more like an average of 80 daily emails per person, or 560 emails per week. According to our research, 38% of financial advisors receive at least 40 emails from fund providers every week. That’s a lot of clutter to sift through to get to mail that could actually be relevant.
Anyone with an email address understands how oversaturated the medium has become, but thanks to it’s proven effectiveness as a marketing channel, it’s an aspect of email that we have all just learned to accept. But is it even possible to reduce that clutter?
Technology seemingly advances so rapidly in today’s world, so why does it feel like email is still stuck in 1994? Imagine a future where your inbox is populated exclusively with what you want to see; news is curated according to your interests, ads are sent exclusively from brands you like and trust, and the idea of spam is as foreign as the meat-product it’s named after.
Sounds great, right? Well, the technology to accomplish this email utopia currently exists in the form of personalized, automated email content hubs called Content Distribution Systems (CDS), and with wide-spread implementation, we can make this email-dream an email-reality.
Behind The Curtain
CDS is powered by your email service provider feeding a library of your content, pulled from a live content feed, dynamically into the individual emails. Since the content going into the emails will be filtered by the recipients expressed interests, the emails themselves are typically a generic shell within which various forms of content will be placed.
Most often these systems work by matching “tags” between a given piece of content and an individual recipient. For example, if someone is tagged as being interested in a specific fund, any of the fund document updates in your content feed marked with that tag could be chosen to populate an email to that person.
The content that goes into your live content feed can typically be pulled from anywhere; a website, blog, corporate management system (i.e. SiteCore, WordPress, etc.), internal content management tool, or anywhere else your content lives. You don’t have to feel limited to a single content feed, either. For instance, if you have multiple audiences who speak multiple languages, you can set up separate feeds and decide which to pull from on a case-by-case basis.
So how does CDS differentiate between hundreds of recipients’ interests at once to create these personalized email campaigns?
Thoughtfulness At Scale
When you organize a campaign with CDS, you are essentially organizing several similar campaigns at once, all of which include content personalized to reflect the interests of each individual recipient. This level of personalization can be achieved a couple of different ways depending on how much data you currently have on your target audience.
The Best Policy
There’s no better way to know what your target audience wants to see than by being honest and asking them point-blank. By sending your recipients a preference form letting them choose which funds they would like to receive updates on, which industry topics they are interested in hearing about, and/or which content formats they prefer, you can ensure they will always look forward to your emails landing in their inbox.
Read The Crowd
If you’re sitting on a massive pile of email data from countless campaigns past and you’re not sure where to use it, CDS is your easy answer. You can use the behavioral data collected through your audience’s previous interactions with your emails to make an educated guess as to what they are most likely to engage with, eventually improving your engagement numbers across the board. Even if you send a preference form and the most engaged portion of your audience fills it out, using what you know about the less-engaged portion to personalize their emails is still a much better strategy than taking shots in the dark.
The Power of Personalization
There are numerous benefits for your audience when you decide to make your marketing communications more personalized. But despite why your audience prefers personalization, the most important thing to understand is that it really works. According to research done by Demand Metric, 80% of marketers attest that personalized content is more effective than generic content.
Personalized marketing based on behavioral data is particularly effective since, when it comes to digital content at least, people like what they like. In this way, past behavior is an accurate measure of future behavior. When asked about their approach to personalized marketing, 67% of the of US and European-based marketing executives polled said they used behavior-based data to develop the right content based on insights and emotions (Forrester Consulting).
The hurdle now becomes equipping yourself with the tools needed to utilize a Content Distribution System to maximize your personalization efforts. 59% of marketers lack the technology and resources to achieve any kind of marketing personalization. All you need is the right suite of tech to reach the level of personalization your target market wants.
Luckily, StoneShot has everything you need and more in a Content Distribution System to easily achieve your personalization goals. Find out how you can turn your guess-and-check marketing strategy into a well-oiled personalization machine that will get the results your quality content deserves with StoneShot!