Marketers can utilize Customer Relationship Management (CRM) tools to segment their customer lists, based on different demographic or behavioral data, to deliver more targeted and effective marketing campaigns.
Many marketers habitually blast their entire list with email marketing messages because it's an inexpensive way to reach a lot of customers and prospects. However, if recipients are consistently bombarded with irrelevant messages, there's a good chance they will eventually ignore or, even worse, block these messages. Instead, marketers can use a CRM system to segment their lists to target the right people with the right message at the right time.
As email usage has evolved, new marketing concerns and opportunities have emerged including changes to email deliverability rules and mobile email marketing considerations. For more information, read our feature story: The Future of Email Marketing.
If customers only communicated via email, a marketer's life would be much easier. But, this is obviously not the case. Not only are customers communicating on multiple channels, they often traverse channels - forcing marketers to deploy omnichannel interaction strategies. For ideas on how you can do this for your organization, read the feature story: The Road to Omnichannel Marketing Success.
One solution to managing multichannel campaigns is the use of a tag management system. Marketers use tags to capture customers' digital behaviors. But this can become difficult to manage as tags are added and digital channels are modified. To see how marketers are managing this digital challenge, read the feature story: Why Marketers Need a Tag Management System.