Elevating Brand Success Through Customer Data Management

Customer Data Management

Why Customer Data Management Matters

Creating a true, single view of each customer isn’t easy. It requires connecting disparate data sources and ensuring the data within those sources is accurate, fresh (timely), and easily accessible across business units:

  • Sales
  • Marketing
  • Customer service
  • Business intelligence
  • And any other department that needs it

Yet creating a single customer view is more important than ever before. 

Important side note: Relevant, personalized messaging plays a major role in 60% of consumer shopping decisions in the United States, and it can reduce customer acquisition costs for brands by as much as 50%, saving brands billions of dollars every year.

Right now, the average American is inundated by non-personalized, non-relevant marketing that detracts from the customer experience. This leaves consumers feeling disconnected from the brands they patronize. To correct this problem, brands need a clear view into who the customer is and what the customer wants at a 1-to-1 level. Only by obtaining such a view can brands build rock-solid customer relationships that cultivate life-long loyalty and maximize retention. 

This is what makes customer data management so vital. Customer data management is how brands acquire the unified view of each individual customer required to achieve engagement across all online and offline channels. 

a graph depicting customer data management and the omnichannel journey
Source: McKinsey and Company

The Issue With Customer Data Management Today

Most brands silo customer data across multiple departments due to internal politicking or adherence to legacy modes of operation. 

Important side note: Brands are plagued by segmented customer data. Marketing owns one set of data. Operations owns another. Sales and Customer Service each possess their own data. The list can go on…

This segmentation makes it difficult for internal stakeholders—tasked with achieving various, customer-related goals—to do their respective jobs. 

It makes it harder for salespeople to win business when they don’t have real-time information on the customer’s behaviors and interests.

It makes it harder for account management to retain existing business when they can’t get the real-time insights needed to maximize the customer experience. 

It makes it harder for customer support to answer questions and resolve issues when they don’t have a full understanding of all the touchpoints for the customers.

As it stands, the majority of enterprise brands maintain a combination of systems and solutions to handle their customer data. It is a way of “doing business” that’s as antiquated and inefficient as it sounds—it makes creating a single, accurate view of the customer something between an impracticality and an impossibility. Worse still? When brands deploy disparate systems to manage customer data, it leads to unnecessary complexity that (more often than not) requires the acquisition of expensive consultants or “solutions experts” to resolve. 

“Can I have your email address, please?”

When a sales associate asks a customer for their email address at the checkout counter, they’re not doing it to become penpals. They are asking because obtaining a customer’s email during a brick-and-mortar transaction will allow the brand (e.g. Walgreens) to connect the offline experience with the online experience, and cultivate stronger brand loyalty in the process. Any future engagement that customer has with the brand—be it through an online channel or offline—will be enhanced by the data obtained (date of purchase, items purchased, total amount spent, etc.) during that initial transaction. 

Over time, additional information will be added to that customer’s data record, which can be used to paint a more holistic picture of who that individual really is and what they want from the brand. The more holistic the picture, the easier it is to forge a resilient customer relationship that drives optimal retention. However, that data can only be put to good use if it isn’t siloed across internal stakeholders. When data is siloed, brands lose out on opportunities to sell, upsell, cross-sell, and—most importantly—create an ever-improving customer experience that cements loyalty. 

The current soup of customer data management solutions…

Brands striving to create that all-important single customer view face the challenge of finding the right solution to meet their needs. There is no lack of variety in the options and functionality each provides.

Some of the more common customer data solutions available include:

Master Data Management (MDM)

Master data management is used by various departments within a business, from sales teams to customer service teams, to marketing teams. However, the known data of the customer is often limited to a name, an email address, a physical address, and any other basic known identifiers. To be of value, this data must be entirely accurate which means regular enrichment and hygiene are required. 

A graphic depicting the soup of customer data management solutions
Source: 451 Research Spotlight via Twitter

Customer Relationship Management (CRM)

Customer relationship management focuses on data from a communications perspective—it’s about the preservation of customer and prospect records for the benefit of the sales teams and marketing departments. In that sense, the ability to create segmented audiences using the information contained within a CRM is it’s greatest value. This is especially true when it comes to connecting with customers and prospects via perhaps the most important sales and marketing channel: email. 

Data Management Platform (DMP)

As far as customer information is concerned, the anonymized data collected and kept within Data Management Platforms can be linked to a brand’s first-party data, but that “enriched data” is only used to support the needs of digital advertising and paid media departments. For other stakeholders operating within the brand, the data is walled off. 

Customer Data Platform (CDP) 

There are many types of customer data platforms, and the definitions surrounding each of those platforms is ambiguous at best. Generally speaking, customer data platforms support data integration from various sources. However, the business operations and applications that can make use of what customer data platforms can offer are limited by the depth and quality of the data they contain. More often than not, the audiences and segments created inside the environment of a customer data platform cannot be easily activated.

The challenges associated with these data management solutions…

 

Fear of missing out (FOMO)

Hype-cycles—all too common when it comes to technologies related to marketing and advertising—can push brands to invest in ill-fitting solutions that don’t make sense for their goals.

Painful pricing

All of these solutions come with a price tag—the monetary and non-monetary costs (implementation, training, ongoing support, etc.) of bringing these disparate solutions online can be steep. 

Lack of flexibility

One size does NOT fit all when it comes to the aforementioned solutions. Brands in different industries with different operating models will require more flexibility than others—something not provided by the above off-the-shelf solutions.

Lack of functionality

Brands and marketing departments crave data standardization, normalization, hygiene, and enrichment. They also crave data that’s delivered in real time. The disparate solutions mentioned above can’t meet all of those needs.

Delivering a Single View of the Customer for All to Use

Going forward, obtaining a true, single view of the customer that can be used for all organizational stakeholders will be a top priority for brands. Constructing this single view means combining all known and unknown (anonymous) customer data—easier said than done. 

  • Known data derived through ID resolution technology requires hygiene and enrichment. 
  • Anonymous data derived through ID resolution technology requires unique data assets combined with data partners capable of offering depths and scale. 

These are two things a customer data management platform can do very well.  

An imaging illustrating how customer data management bridges the gap between known and unknown data
Bridging the gap between known and anonymous data.

Identity resolution

Combining disparate points of data (be it known or anonymous data) is one of the principal challenges of creating a single view of the customer. Known data is tied to an identifier that’s linkable to an individual. Anonymous data is tied to a unique identifier connected with a particular product, channel, or device (e.g. browser, smartphone, etc.) and acts as a proxy for an individual. 

Important side note: The most common digital identifier is email address. The most common analog identifier is NAP—Name-Address-Phone.

The value of known data is that it can be directly matched to an individual customer to measure things like authenticated behavior, ecommerce purchases, brick-and-mortar purchases, customer service communications, and more. The value of anonymous data is both its breadth (there is far more unknown consumer data available than known), and the insight it provides on things like site activity, browsing behavior, media engagement, and more. 

Important side note: There are common challenges with both known and anonymous data points including:

    • Multiple email accounts per individual
    • Name variations
    • Address variations
    • Persistency—identifiers can expire or be deleted)
    • Abundancy—thousands of anonymous data points can be the result of one individual with dozens of unique identifiers tied to them

Enriching identities

Collecting and managing both known and anonymous customer data is something every brand should do, but it’s only a starting point. Maximizing the value of customer data to create better brand experiences takes more effort. With known data, there must be a system of hygiene and enrichment in place to recognize variations, normalize entries, and add supplemental data for each individual customer record as necessary. Anonymous data must be graphed and matched given the high-volume of identifiers and data points involved—it’s the only way to obtain any actionable insights. Finally, known data must be connected with anonymous data to create a completely singular view of each customer that can be used across an enterprise. 

Forging this connection to achieve enterprise-grade identity resolution requires a number of things, including:

  • The ability to normalize and enrich known customer data.
  • A trusted data set of identifiers and the graphing expertise to manage the breadth of anonymous identifiers.
  • A data set that maps both known and anonymous data to create a single view (at Zeta, this is accomplished through a proprietary deterministic email data set).

What Are the Tenets of End-to-End Customer Data Management?

An image showing the 5 tenets of customer data management
The 5 pillars of customer data management.

Why Customer Data Management Matters?

What Brands Need to Do Going Forward With Customer Data Management

Rule #1 — Don’t get FOMO

The biggest mistake any brand can make when it comes to making a customer data management decision is getting FOMO. Do NOT chase a trend just because competitors are doing so. Chasing trends only leads to more data-management complexity, increased operational costs, and a whole lot of disappointment.

Rule #2 — Zero-in on the objective

When it comes to customer data management, it can be easy to get distracted—don’t. Brands should focus on achieving a single objective in the pursuit of a customer data management platform: getting the best understanding of the customer possible. 

Rule #3 — Make sure the solution works

Any customer data management platform needs to be readily usable by all internal stakeholders. In other words, the data it contains must be easily actionable and highly connected. If it isn’t, there’s going to be disappointment, guaranteed. 

How Customer Data Management Happens at Zeta 

Zeta Customer Data Management provides data management, identity resolution, profile enrichment, omnichannel activation capabilities, and more, all in one place. The result? Brands get an accurate, actionable view of every single customer.

An image depicting logos from Toyota, Samsung and other brands that lean on Zeta for Customer Data Management
Just a few of the many world-class brands that trust Zeta.

Obtain a 360-degree customer view

Zeta makes it possible for brands to create a holistic view of customers at the 1:1 level across all channels and campaigns.

  • Connect to a range of systems and build robust profiles of each customer that include key insights like transaction history and engagement across channels as well as devices.
  • Leverage any structured or unstructured data source with lightweight pre-built connectors, including popular CRM and ERP databases, to point-of-sale systems, contact center systems, advertising software, and much more.
  • Broaden marketing reach and obtain clearer customer-level insights by combining first-party data with the scale of Zeta’s Data Cloud. 

Engage in profile management and enrichment

Create consumer experiences that are more personalized and relevant than ever with continuous data collection, robust customer profiles, and real-time profile enrichment.

  • Elevate customer understanding through the delivery of compelling experiences that utilize activity across all systems, channels, and devices.
  • Guarantee data accuracy and precision through best-in-class data management and hygiene.
  • Resolve identities and always recognize customers across all channels by leveraging potent online and offline data sources.
  • Obtain a real-time understanding of customer engagement (including transactions, products of interest, likelihood to take action, and more) through continually updated customer records. 

Capitalize on actionable customer data

Better perform a range of activities across business functions with up-to-the minute customer data.

  • Deterministically attribute marketing results by targeting individuals across a multitude of addressable channels including email, direct mail, and television.
  • Discover new sales opportunities and create more meaningful messaging across channels by understanding the real-time interests of consumers.
  • Improve consumer interactions across digital and brick-and-mortar properties by ensuring engagement systems are powered by the most accurate customer data possible.

Looking to learn more about Customer Data Management with Zeta?

Contact us via email: info@ZetaGlobal.com or via phone: 212-967-5055.

Incrementality Is the Best Measure of Marketing Effectiveness

Incrementality

The move to digital promised marketers better feedback compared to traditional, offline media. But approximately 15 years into the transition, many marketers feel frustrated by a continued inability to see (with absolute certainty) which investments move the needle.

The bad news is, the most common methods of measuring effectiveness—media-mix modeling, multi-touch attribution, and panels—are flawed. 

  • The first suffers from a lack of granularity.
  • The second from a lack of accuracy. 
  • The third from a lack of scale. 

The good news is, there actually is a way for marketers to clearly see the lift they’re getting from their media spend: 

Incrementality. 

What is incrementality?  

Incrementality (or incremental measurement) is one of the newer ways to help marketers understand the true lift of their spend, and improve media planning. Moreover, it can be used to capture metrics associated with brand awareness, affinity and purchase intent. 

Similar to panel-based measurement, incrementality seeks to understand the incremental effect of exposing one set of people to a message versus another set of people who are not exposed to said message. 

The insights gained make it easier for marketers to shift precious dollars to the channels, campaigns, and messages that yield the best ROI.  

How does incrementality work? 

Incrementality seeks to evaluate the difference between the measured response rate of the exposed group (e.g., Group A) and the measured response rate from the non-exposed, control group (Group B).

Here’s an example…

Imagine your marketing team is running a campaign for Dr. Pepper. 

In the consumer market, there are a number of shoppers who faithfully purchase Dr. Pepper whenever they crave a soda. These “brand loyalists” might be exposed to the messaging of your marketing campaign, but that messaging holds no sway over their buying decision. In other words, these people are going to buy Dr. Pepper whether they see your marketing materials or not—they love Dr. Pepper, period.

From an ROI standpoint, marketing to these Dr. Pepper lovers is pointless. They don’t need to be persuaded to buy the product, they already have a case of Dr. Pepper in their shopping cart. Therefore, your marketing team doesn’t want to incorporate sales derived from this “loyalist” audience into its campaign evaluation process. What your marketing team wants to do is measure the incremental lift in sales generated by your campaign (the “extra” sales from “non-loyalists” who would not have purchased Dr. Pepper if not for the hard work of your marketing team).

By measuring the background conversion rate of shoppers not exposed to any of your marketing (Group B), you can better understand normal consumer purchasing behavior for Dr. Pepper. You can then compare that behavior to the behavior of shoppers who are exposed to your marketing (Group A). 

The difference in purchases between the marketed-to population (Group A) and the non-marketed-to population (Group B) is the true measure of performance for your marketing campaign.  

If you can demonstrate an incremental increase in purchases for the marketed-to population, you’ll know your campaign worked. But if you can’t demonstrate an incremental increase in purchases for the marketed-to population, you’ll know your campaign had no impact.  

What’s the drawback of incrementality? 

To ensure accuracy with incremental measurement, marketers must be able to access a large population of unexposed consumers to calculate a baseline. If relying on panels, these hold out segments can be difficult and costly to manage. 

For this reason, most marketers rely on a measurement partner capable of spreading the cost of data collection and analysis, in addition to providing a large, accurate data set. 

About Zeta

At Zeta, our closed-loop, AI-powered platform easily measures the true incremental lift from media spend, allowing marketers to make smarter, ROI-boosting decisions in real time. The benefit for our clients. By closing the gap between measurement and engagement, Zeta’s platform provides superior outcomes, and a better return on marketers’ media spend. Contact us directly to learn more.

What Is the Impact of User List Segmentation on Marketing Metrics?

With list segmentation specifically, email marketers can separate recipients into focused buckets. Larger buckets use broader segmentation qualifiers (geography, gender, age, etc.) while smaller buckets follow more nuanced parameters (personal interests, transaction history, etc.). This is the cornerstone of user list segmentation impact, and why it can improve email marketing metrics (e.g. opens, clicks, etc.). The impact of user list segmentation on email The age of the generic, mass-mailed email is approaching its terminus. As unread emails pile up and inboxes grow more cluttered, there isn’t any reason for recipients to engage with an email that isn’t catered to them. That’s why brands looking to “up” their email marketing success pay such close attention to list segmentation. It’s the key to sending targeted emails with smart, customized messaging designed to really “click” with the recipients of a given list. Higher open rates Even brands that own strong relationships with their customers and prospects must fend off attention-stealing attacks from competing brands across all channels. In email, that means using a catchy subject line, a compelling offer, sharp visuals, and sound body copy. Trying to tick all those boxes for a list that features thousands of diverse recipients is an exercise in futility. Fortunately, this is where the impact of user list segmentation becomes clear. By creating distinct recipient lists, it becomes easier for brands to develop variable copy that can meet the various expectations of recipients with different incomes, life experiences, expectations, needs, and wants. Better click-through rates Opens are great, but if email recipients don’t take a desired action (in other words, if they don’t click on your offer) is there any real benefit to the brand? Email is the blank canvas upon which smart, list-segmenting marketers paint their masterpiece, using different CTAs, templates, messaging, and more. In doing so, they not only achieve higher open rates, but they also see better click-through rates than their non-segmenting peers. Better engagement When a shopper buys a pair of jeans from Levis.com, they receive an email confirming their purchase. The chances are high that this email will be more than a simple “confirmation”—it will be an offer-laden communique with links to other products that are tied to their shopping history. Maybe the email will even contain a discount that can be applied to a future purchase. Using behavioral-based list segmentation, Levis is doing more than sending a simple “thank you for your purchase” email—they’re subtly kicking off the next sales cycle. The confirmation email that’s automatically triggered when a purchase is made is designed to incorporate details of the recipient's segmentation (e.g their previous purchases) to deliver a more compelling, eye-catching message that increases the likelihood of additional sales down the road. Fewer unsubscribes Personalized content is relevant content, and relevant content is less likely to lead to the dreaded “unsubscribe” button. In terms of valuing the impact of user list segmentation, simply seeing fewer unsubscribes makes the juice worth the squeeze for many brands. (Added bonus—user list segmentation can lead to an increase in deliverability too since the email will be less likely to hit spam filters.) Want to learn more about the impact of user list segmentation? With the right strategy and the right tools, you can leverage list segmentation and personalization to take your email marketing to the next level. Talk to the team at Zeta!

To answer the question What Is the Impact of User List Segmentation on Marketing Metrics you need to first understand why user list segmentation is so powerful. 

User list segmentation makes it possible to send personalized messages to prospects and customers across channels (especially email). As we’ve illustrated before, personalization is the key to modern marketing success. So, giving a business the ability to speak at a 1:1 level to a wide variety of customers leads to a number of benefits. 

Impact of User List Segmentation

With list segmentation specifically, email marketers can separate recipients into focused buckets. Larger buckets use broader segmentation qualifiers (geography, gender, age, etc.) while smaller buckets follow more nuanced parameters (personal interests, transaction history, etc.). This is the cornerstone of user list segmentation impact, and why it can improve email marketing metrics (e.g. opens, clicks, etc.). 

The impact of user list segmentation on email

The age of the generic, mass-mailed email is approaching its terminus. As unread emails pile up and inboxes grow more cluttered, there isn’t any reason for recipients to engage with an email that isn’t catered to them. 

That’s why brands looking to “up” their email marketing success pay such close attention to list segmentation. It’s the key to sending targeted emails with smart, customized messaging designed to really “click” with the recipients of a given list. 

Higher open rates

Even brands that own strong relationships with their customers and prospects must fend off attention-stealing attacks from competing brands across all channels. In email, that means using a catchy subject line, a compelling offer, sharp visuals, and sound body copy. Trying to tick all those boxes for a list that features thousands of diverse recipients is an exercise in futility. Fortunately, this is where the impact of user list segmentation becomes clear. By creating distinct recipient lists, it becomes easier for brands to develop variable copy that can meet the various expectations of recipients with different incomes, life experiences, expectations, needs, and wants. 

Better click-through rates

Opens are great, but if email recipients don’t take a desired action (in other words, if they don’t click on your offer) is there any real benefit to the brand? Email is the blank canvas upon which smart, list-segmenting marketers paint their masterpiece, using different CTAs, templates, messaging, and more. In doing so, they not only achieve higher open rates, but they also see better click-through rates than their non-segmenting peers. 

Better engagement

When a shopper buys a pair of jeans from Levis.com, they receive an email confirming their purchase. The chances are high that this email will be more than a simple “confirmation”—it will be an offer-laden communique with links to other products that are tied to their shopping history. Maybe the email will even contain a discount that can be applied to a future purchase. 

Using behavioral-based list segmentation, Levis is doing more than sending a simple “thank you for your purchase” email—they’re subtly kicking off the next sales cycle. The confirmation email that’s automatically triggered when a purchase is made is designed to incorporate details of the recipient’s segmentation (e.g their previous purchases) to deliver a more compelling, eye-catching message that increases the likelihood of additional sales down the road. 

Fewer unsubscribes

Personalized content is relevant content, and relevant content is less likely to lead to the dreaded “unsubscribe” button. In terms of valuing the impact of user list segmentation, simply seeing fewer unsubscribes makes the juice worth the squeeze for many brands. (Added bonus—user list segmentation can lead to an increase in deliverability too since the email will be less likely to hit spam filters.) 

Want to learn more about the impact of user list segmentation?

With the right strategy and the right tools, you can leverage list segmentation and personalization to take your email marketing to the next level. Talk to the team at Zeta!

A Back-to-School Guide for Marketers in the Year of COVID-19

back-to-school

Back-to-school shopping is going to be a lot different this year. 

Under normal conditions, almost 60% of back-to-school shoppers are largely done with their major purchases before the start of August. But this summer we’re seeing households (from households with elementary-aged kids to households with college students) delay their traditional back-to-school buying by several weeks. 

We’ve also seen a real shift in what products back-to-school shoppers are most interested in. Instead of new shoes and pencil cases, consumers are shopping for kid-sized masks, laptops, and hand sanitizer.  

Expect more back-to-school buying to be done online than ever before, with out-of-home movement and retail visitation both plateauing due to the COVID-19 resurgence that’s still taking place. 

back-to-school

Get additional insights in the infographic below.

back to school

 

AI-Powered Website Personalization

Website Personalization

Overview

The following infographic presents statistics and trends around the adoption of AI-powered website personalization across various industries. The infographic highlights what modern marketers think about website optimization using AI, and how different brands are already deploying it realizing improved ROI.

Introduction

As a marketer, you tap every channel you can (organic, paid, social, email, etc.) to lure visitors to your brand’s website, and get those visitors to engage with your content.

But attracting quality traffic and getting that traffic to stick around (i.e. increase time on page and lower bounce rates) is an exhaustive task.

At least it used to be.

AI-powered website personalization is starting to make life a whole lot easier for marketers looking to create positive digital results for the brands they represent.

By using real-time signals and quality data inputs, an AI-powered personalization engine can make sense of the interests, intentions, and innuendos of users who visit a website. Those insights make it easier for AI to create a tailored website experience for each individual visitor.

The following infographic provides a snapshot of how AI-based website personalization is being used. More specifically, it includes…

  • An overview of how AI-powered personalization engines work.
  • Detailed statistics on the adoption of AI across industries.
  • The impact of personalization on key website metrics.
  • Important facts and figures from case studies.

Artificial Intelligence Powered Website Personalization

The Acceleration from Analog to Digital: Knowing Your Customers in the New Normal

digital marketing

The global economy is reeling from the impact of COVID-19. People are working from home, avoiding shops, canceling summer holidays, and staying away from restaurants. As consumer behaviors continue to change due to the global pandemic, businesses must adapt to survive.

But the question is, what should the adaptation look like? How should businesses change to meet the expectations of the new consumer?

The answer lies in data. Specifically, data that makes it easier to understand the desires and needs of consumers in a COVID-19 economy.

Stephanie D’Sa, VP Strategy at Zeta Global, had an in-depth look at how consumer-centric data can create improved outcomes for businesses in the months and years ahead.

Stephanie joined Zeta Global in 2019 and leads the Strategy and Analytics relationships for the International portfolio. She has 15 years in CRM, Loyalty and Commercial Global Marketing experience across retailers/brands such as: Emirates Airlines, Google, IWC, Cartier, Coach, NFL, Dell, Morrisons, Sports Direct, Four Seasons Hotels & Resorts, Go Ahead Group, AMEX, Alpha Bank Bonus Loyalty, Electronic Arts (EA), BP European Markets, Dell, Modelo Continente, Woolworths SA, Rewe, AS Watson, GAME, Tesco Wine & Wine by The Case, Tesco Mobile, Tesco Telecoms’, Hugo Boss & Prada.

Download the Recording Below.

7 Email Subject Line Mistakes to Avoid

Learning how to craft a winning email subject line is one of the most important things any marketing team can do. The right subject line can help a brand stand out in an otherwise cluttered, crowded inbox.

But mastering the art of subject line writing isn’t easy—it takes time. 

Unfortunately, time isn’t something a lot of marketing teams have, especially during a recession. 

So, how can email marketers (and the brands they represent) get better open rates in as little time as possible?—By avoiding some of the classic mistakes of subject line writing. 

(Full disclaimer, you will NOT be able to avoid all of these mistakes all of the time. Just do the best you can.)

 So, without further ado, here are 7 Email Subject Line Mistakes to Avoid.

Email Subject Line Mistake #1 – Forgetting to optimize for mobile 

How often do you check your inbox every day?

And how often do you check that inbox on your mobile device?

These days, more than 61% of email opens come through mobile. That means optimizing for smartphones, tablets, eReaders, etc. isn’t just a good idea—it’s a must-do.  

Subject lines look mighty different on mobile than they do on desktop, so it’s critical to ensure your SLs are as catchy on an iPhone as they are on a MacBook Pro. 

Most email apps will only display the first 35 to 40 characters of a subject line, so put the most compelling part of your message up front. Anything beyond those first 40 or so characters won’t be visible unless your email is opened. 

Email Subject Line Mistake #2 – Being repetitive

Do you regularly use the same words in your subject lines? If so, you’re shooting yourself in the foot.

Subject lines can start to look old mighty quick, and when people start getting bored by your SLs, open rates will slide south. 

To keep things fresh, rotate subject lines with regularity—you don’t need to make dramatic changes on a week-to-week basis, but you should strive to use something decidedly different at least once every four sends. 

  • Include emojis 👍
  • Play around with and ALL CAPS. 
  • Ask questions (e.g. Tired of unsightly back hair?) or try making bold claims (e.g. Traditional Marketing is DEAD—Here’s Why…).

Email Subject Line Mistake #3 – Talking too much

Don’t use 20 words when two will do.

At Zeta, we’ve seen success using both short and long subject lines, but the shorter ones  (those with less than 30 characters) tend to enjoy higher open rates than those that go 30+

The bottom line is, shorter subject lines reflect the changing nature of content consumption. In an era of tweets, TikToks, and ten-second Instagram videos, shorter is better. The less people have to read to get your point (something this article isn’t doing a great job of!) the better your results will be. 

Email Subject Line Mistake #4 – Forgetting to personalize

Everyone knows that dropping a recipient’s first name into a subject line increases the likelihood of getting an open. Yet so many brands forget to do it (including Zeta, if we’re being honest about ourselves!).

But simply including an F_NAME token is just the tip of the iceberg—there are so many other ways to personalize.

Email templates can be personalized to reflect the weather conditions in the locality of the recipient, the recipient’s product purchase history, and so much more. 

The more you know about your recipient, the more you can personalize in a tasteful way. 

And the more you can personalize, the more you can make it feel like a genuine, 1:1 conversation (which people love) instead of a generic message sent to the masses.

Email Subject Line Mistake #5 – Failing to convey urgency or exclusivity

Few things “sell” as well as urgency or exclusivity. So, when it comes to email subject lines, injecting a little “specialness” into your copy is a good idea.

Don’t limit yourself to tired clichés like “limited time offer” and “this weekend only”, but don’t be afraid of them either because they do work.. 

If your email marketing team is struggling to come up with ways to inject a little urgency or exclusivity into subject lines, try incorporating some of these easy concepts into the text:

  • Pre-Sale…
  • Early Bird…
  • Extended Offer…
  • Last Chance…
  • Your First Look…
  • An Offer Just for You…
  • Your Thank You Gift…

Email Subject Line Mistake #6 – Skipping the “From” tag

This is LOW-hanging subject line fruit, but it’s something brands miss time and again.

Who an email is from can influence your open rate to an unimaginable degree. Ideally the “From” tag matches the text included in the subject line, so it’s 100% clear to the recipient who the email is from and why it’s important to open it. (Having said that, the “From” tag doesn’t need to be populated by a real name.)

For example…

  • Nordstrom (GOOD) VS Nordstrom Deals (BETTER)
  • Delta Airlines Service Desk (GOOD) VS Rob at Delta Customer Service (BETTER)
  • Trello (GOOD) VS Taco @ Trello (BETTER)

Email Subject Line Mistake #7 – Rushing

If you think of an email as an advertisement, the subject line is the headline. Therefore, invest in your subject lines like the great David Ogilvy would invest in his headlines…

Spend 20% to 25% of your time on the body of your email, and spend the rest on your subject line.

Will it feel weird the first few times you do it? Absolutely. But avoiding this mistake will do more for your open rates than anything else.

The more time, energy, and money you invest in your subject lines, the more creative and compelling they’ll become.

The more creative and compelling they become, the more your recipients will look forward to receiving emails from your brand. 

July Release Radar

Welcome to Zeta’s Product Release Radar, designed to keep you in the loop on powerful new updates and features we’ve released in our award-winning Zeta Marketing Platform! Subscribe below to stay updated on the latest and greatest innovations from Zeta.

Release Radar

In this release, we’re excited to launch a brand new look for the Opportunity Explorer, a new way to discover customers with Facebook Lead Ads, more targeting capabilities, a variety of email enhancements and more ways to slice and filter reporting data.

Our Product Team is super-excited to see how these innovations will help you elevate your customer experience to the next level!

Opportunities

New Visual Design for the Opportunity Explorer

Exciting new visual updates to the Opportunity Explorer make it easier than ever to find your next real-time growth opportunity! Both market and customer-level insights are now framed within visual tiles, with new outcome-based descriptions that make it easier to understand how to use each tile. You can fully customize the look of each tile using a new image library and choose which insights to track in your dashboard using drag-and-drop controls.

New Visual Design

Additionally, new counts now appear above the dashboard to provide a real-time look at the US Audiences and Households you can reach across various channels with the Zeta Data Cloud. 

New Customer Discovery with Facebook Lead Ads

Now, you can enhance your customer acquisition efforts with real-time lead capture directly through Facebook ads. Leveraging this feature enriches your new customer onboarding experience by incorporating Facebook, in tandem with your other nurture channels seamlessly from within the omnichannel Experience Builder. 

For more information on new customer discovery with Facebook Lead Ads, check out our Knowledgebase here.

FBLeadAds

Experiences

Additional Content Sharing

Content can be used across parent and child account structures in the Zeta Marketing Platform, such as an email footer that is consistent across all campaigns. Email templates and snippets can now be shared across accounts, enabling you to reuse content more efficiently. 

AdditionalContentSharing

New Transparency for Estimating Message Counts

Estimating counts of messages prior to sending a campaign ensures that targeting criteria are aligned with your campaign goals. To further improve transparency and control, we’ve added the ability to drill down into pre-send message counts. Gain insight into the factors that affect message counts, so you can fine-tune your targeting criteria with more precision than ever.

For a complete list of message count terms, check out our Knowledgebase here.

Estimating Counts

Dynamic Email Senders

New Dynamic Email Senders for Campaigns and Experiences has been introduced to build on Zeta’s personalization options. You can now add logic to control your From and Reply-To Name and Address directly within the Campaign or Experience using the Zeta Markup Language. This logic can read from properties, events, files, feeds, or resources to set the Sender in the same way that you set dynamic subject lines and other message components. 

Check out our Knowledgebase to learn more about Dynamic Email Senders here.

Dynamic Email Senders

Improved Reporting with Email Link Editing

Link naming and tagging are now available directly within the email editor, improving visibility and understanding of holistic link performance within a campaign.  Additional controls to organize and filter links by names and tags are also now available.

Improved reporting with email link editing

Email Validation Testing Enhancements 

New email validation testing enhancements enable multiple test version sends within a single or multi-version campaign, through the click of a button, significantly reducing internal testing time.

Email Validation Testing Enhancemnets

Audiences

Audience Explorer Channel Distribution

Now, when exploring Zeta Audiences in the Audience Explorer, you’ll see their addressability across Email, Display, Social, Mobile and Connected TV channels. This illuminates the full extent of your omnichannel opportunity and the channel-specific way to engage with prospects and customers within the Experience Builder.

Audience Explorer

Dramatically Faster Segmentation 

In order to build on efficiency within the Zeta Marketing Platform, we’ve increased segment creation speeds by 300%! Live visual status tracking provides transparency while your segments are processing and you can stay up-to-date by opting into email notifications on their progress.

Segmentation

Insights

New Reporting Enhancements

Zeta’s Reporting capabilities now enable more flexible filtering and slicing of campaign performance in new, powerful ways to help drive your omnichannel campaign strategy.  Customize your report with dozens of channel-specific metrics and export your results as a single or recurring download to multiple email addresses to constantly stay informed.

reporting enhancements

To learn more about these new reporting enhancements, check out our Knowledgebase here.

We look forward to hearing your feedback! And as always, if you have any questions, please feel free to reach out to the Product team at product@zetaglobal.com.

Questions about Zeta product updates? Get in touch!

 

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