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Customers know what brands have the capabilities to do, and they want brands to speak to them on a more personal level in their marketing messages. Now, people don’t just like seeing tailored emails – they’re beginning to expect it. That’s why personalization is one of the most effective ways to improve email conversions, but only if executed properly.So how do you leverage customer data in your emails beyond just including their name in the subject line or sending them a product they’ve already looked at on your site? I spoke with Sterling Crain, Art Director at Yes Marketing, to learn how marketers should get more creative with the use of customer data in their email creative.The easiest way to impress subscribers with personalization techniques is by using first-party data you already have, like loyalty program information, location and name. Here are three creative ways to use customer data to personalize email messages.Display loyalty progress with status barsYour loyalty program…

In the wake of GDPR and a constant drumbeat of largely negative privacy news in Europe and North America, consumers and marketers are adapting to a changed landscape.In Europe, more limited third-party data may have lead to growth in mobile app notifications as marketers rely more heavily on first-party tools. The post-GDPR environment has also resulted in more selective location sharing by consumers, research shows. That’s also true in the U.S., where new privacy rules have yet to take effect.Notifications average 36 per month. Mobile app audiences are up by nearly 17% on average compared with a year ago when GDPR took effect. Marketers and publishers are sending more notifications globally, on average 36 per month. These insights come from an Airship review of user engagement with mobile app permissions and notifications worldwide since May 2018. Data from more than 700 million users was examined for the study.The notifications opt-in rate, Airship reports, is 67% of users overall. …

LinkedIn has launched an Ads tab for company Pages on its platform. Similar to Facebook’s Info & Ads tab for Pages, the LinkedIn Ads tab will list all the native Sponsored Content ads a company has run during the last six months.Why we should careLinkedIn’s Ads tab will bring an added layer of transparency to the platform, a move that benefits advertisers and LinkedIn users alike. Offering more insight into advertising practices provides a measure of security for anyone who regularly uses the platform. This added level of security builds more trust in LinkedIn as a platform — attracting more users and more eyes on ads.“Increased transparency to both our customers and members is critical to creating this trusted environment,” writes LinkedIn group manager for product management Mindaou Gu.More on the newsLinkedIn said the Ads tab is the “first of many” planned updates aimed at giving users more information about the ads that run on the platform.The Ads tab is rolling out globally o…

Exceptional modern marketing depends on blending talents and capabilities of many individuals and departments: tech, design, sales, customer support, management, and more. But senior-level marketers like you have told us that’s not always a given…“We speak different languages.”
“We have different expectations.”
“We have different definitions of the customer.”
“We work on different time frames.”
“We have competing priorities.”
“Our systems, tools, and processes aren’t integrated.”Sound familiar?If you’re struggling to get diverse teams on the same page or feeling out of sync with your colleagues, attend MarTech® September 16-18 in Boston.Traveling, learning, and networking together bonds teams with common vocabulary, increased morale, and a singular vision of success.Register now for up to 20% off on-site rates and a value-packed program, including:Case studies. Senior-level marketers from successful SMBs and enterprise brands will share first-hand insights on how to overcome organizat…

Are you putting enough thought into your meta description tags? If not, you’re missing out. Yes, your meta description tag should describe your post but many companies and websites will go well beyond that to carefully craft descriptions that can massively increase their click-through rate from search engines.You can do the same. We’re going to take a look at nine types of meta descriptions that can help you get more clicks.For each, I’ll walk you through an example, showing you what’s working well with that meta description tag and what it could potentially be doing better.You don’t have to pick just one of these methods to use. You might want to focus on a particular angle, like writing a meta description tag that’s “call-to-action” focused but add in something else too like power words or a USP.Here are nine different ways you can approach meta description tags:1. Clarity focusedMeta description tags should be clear, letting the searcher know what they’re going to get. After all, i…

Thousands of traditional retail stores have closed since 2010, with many more closings anticipated in 2019. These often-cited statistics support the notion that we’re in the midst of a “retail apocalypse.” And like some prehistoric species, the narrative goes, traditional retailers are becoming extinct as younger users abandon stores for Amazon and DTC brands.That story has gone hand in hand with discussions of Millennial shopping tastes and behaviors, which favor digital over the real-world. But the subsequent generation (Gen Z, age 13 – 19) is quite different than its predecessor in multiple ways. One of the major differences is a preference for in-store shopping over e-commerce. Multiple studies confirm this.A 2018 survey of 2,000 U.S. consumers from Morning Consult asked, “Do you do most of your shopping for clothes at in-store locations or online?” Among those under 30, which includes some Millennials, 71% said they mostly shopped in stores, while 28% said online and 2% cited oth…

LinkedIn Sales Navigator newly refreshed homepage. LinkedIn Sales Navigator is being updated with a redesigned homepage centered on alerts. The sales prospecting platform is also getting new messaging features, an improved keyword search function, new ways to manage Custom lists and additional integrations.More focus on alerts. The big news with this latest update to the Sales Navigator platform is that the homepage is shifting from a newsfeed format to focus on alerts.“While it looks very different, all the most used features of the old newsfeed remain,” writes LinkedIn VP of product management Doug Camplejohn, “You’ll continue to see the alert types that you’ve come to expect from Sales navigator and a few recently added alerts.”The newly added alerts will show a user:When a lead has engaged with posts from your company.If an account just raised money.If a colleague has shared a custom list.Homepage alerts will also suggest actions and include buttons within the alert to take the nex…

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