“Great masterpieces take time.”
And while this might be true for the Old Masters and any creative ideas that need to be conceptualised, planned and executed – it doesn’t need to be the case for your email campaign.
The financial industry is persistently in the spotlight therefore this increases pressure for retail banks and financial companies to perform a consistent momentum and ensuring customers are kept constantly reassured in regards to their personal information being kept safe and protected.
Personalisation refers to, one to one marketing among a consumer and a company. Digital technology is the current, most ideal way to deliver a personalised message in regards to communicating, such as product offers and promotion to current customers.
Compared to any other digital marketing channel, email is unique in that it gives business the ability to effectively personalise marketing, at scale. In order to create this one-to-one marketing, businesses need to understand what is relevant to their customers and need to maintain sophisticated intelligence about them.
It may not sound very exciting but the real “gold“ in today’s digital business world is customer data.
It still surprises me how many companies in South Africa do not understand the power of data, or if they do, they have not yet harnesses the ability to drive effective communications to that data.
