Welcome back to the work week, marketers. Let’s get to it!
Google Analytics 360: Will it change the marketing game?
On Tuesday, Google announced the launch of its new suite of products—Google Analytics 360—designed to help big brands consolidate and syndicate marketing and advertising data across all channels. What does this mean for marketers, consumers and competitors?
Venture Beat offered some insight, saying although Adobe and Oracle already offer similar solutions, Google is presenting another opportunity to deliver “more humanized advertising.”
But some are saying the suite isn’t an immediate threat to its competitors. _“Perhaps most importantly for the broader marketing technology space, success from Google does not necessarily harm incumbents. Instead, we think expanded efforts from Google will probably help to grow the broader sector, which has substantial upside given the untapped potential associated with bringing more technology to marketing functions.” –_Brian Wieser of Pivotal Research Group
Retailers missing out on email optimization opportunities
88% of marketers say they personalize their email communications, but a recent report finds that about a quarter of brand emails are sent as blast that don’t feature individual preferences.
But, as we know, personalization pays off. According to a new report by First Insight, 43% of respondents saying they’re more likely to open a personalized email and 39% say they’d “go out of their way” to buy from a store that delivers personally relevant messaging.
Luxury.com dives deeper into the report. Read more …
How to build a better newsletter
Newsletters are among the most commonly used types of marketing emails, but one of the hardest to do well. Done correctly, newsletters are a highly-effective way to nurture leads, increase customer loyalty and drive traffic your website. By incorporating tools like automation and contextually relevant messaging, you can turn the average newsletter into a powerful marketing tool.
In our new eBook, you’ll find everything you need to build a newsletter your subscribers not only open, but value as a dependable resource. From how to get started and best practices, to offering targeted, contextual content that will drive action and strengthen customer loyalty, you’ll find it all here.