Keeping Track of Consumer Engagement

Validity is proud to sponsor the DMA’s acclaimed email research series, which includes the Consumer and Marketing Email Tracker reports and the Email Benchmark report. This relationship represents a natural fit because email subscribers appreciate relevant messaging that provides genuine value. To achieve this requires high quality data and consistently reliable delivery exactly what Validity does! 

The COVID-19 global pandemic ripped up the subscriber engagement playbook almost overnight and the shift in engagement trends is clearly visible in the 2021 edition of the Consumer Email Tracker. The report provides fascinating insights into what email subscribers actually think about the marketing emails they receive. 

  • Content: Traditionally, the primary reason for signing up with email programs has been to receive offers, promotions, and discounts. However, the pandemic has completely changed this. A far greater emphasis is being placed on providing useful information concerning how to deal with this changed situationThis year, for the first time, relevance has overtaken offers as the main reason for wanting to receive emailsand the proportion of emails considered to be useful has also increased. This represents one of the clearest coronavirus-related trends in this year’s report, as consumers have prioritised helpful and useful information amid the pandemic, such as changes to opening hours, product availability, and how to stay safe. 
  • Devices: The pandemic has created an upheaval for working practices. Many consumers started working from home due to lockdown restrictions and changed their working hours to accommodate new challenges like home schooling. This has had a major impact on the devices consumers use to engage with their emails. For the past few years, mobile devices have led the way, especially as commuters used their journeys to and from work to catch up on emails. According to the report, this has changed completely. Desktop/laptop usage is now back on a par with mobile usage.  
  • ToneDespite the many hardships experienced over the last year, there have also been some positives. One of the positives has been the greater awareness of mental fragility people are dealing with and the emergence of empathy-related themes like “Be kind” and “We’re all in this together.” Many email programs have adopted a softer tone of voice. This thread links the brands referenced in response to Who does email particularly well? The approach these senders took to Mother’s Day — demonstrating emotional intelligencby providing subscribers the option to opt out of these communications — provides a striking illustration of this trend: 

Other questions email marketers can find answers to in this year’s Consumer Email Tracker report include: 

  • How many email addresses do consumers have and how do they use them? 
  • What are the most popular reasons for signing up with email programs? 
  • How many consumers occasionally wonder how brands got their email addresses? 
  • Is a great subject line the most important driver of email opens? 
  • What proportion of marketing emails are considered “genuinely useful” by recipients? 
  • Why do click-throughs significantly underreport email effectiveness? 
  • Who are the top 10 brands who “do email really well”? (Clue: Nine of them are Validity clients!) 

The report also identifies startling variances in subscriber engagement depending on consumers’ age, where they live, what devices they use, and which mailbox providers they use. 

Want to learn more? Register now to join myself, Tim Bond, and DMA Awards gold winners Toyota for the official launch on March 29th!

Don’t miss this opportunity to put yourself in your subscribers’ shoes and challenge yourself to consider (honestly!) what they really think about your email programs. 

The post Keeping Track of Consumer Engagement appeared first on Validity.

How to Capitalise on the Holidays

Our March 17th State of Email webinar featured two very special guests: Validity’s own Tori Garcia, Senior Email Strategist on the Professional Services team, and Tom Buchok, CEO and founder of MailCharts.

Tori provided us with the latest email data trends. Her email metrics analysis laid bare the current email landscape.

  • Subscriber fatigue is rising. At the anniversary of COVID-19, email volume is now 2x higher than it was a year ago. Microsoft’s Sender Reputation Data (SRD) shows subscribers are raising the bar for what they deem useful/valuable. As the weather improves and screen time reduces, email senders need to start rethinking current cadence and frequency to maintain high delivery and engagement rates.

Tom followed with some great holiday planning insights.

  • Holidays provide terrific marketing opportunities. This is true not only for traditional holidays like Christmas, Easter, and St. Patrick’s Day, but also for quirkier events like Star Wars Day (May the Fourth be with you!) and Mario Day (March 10th – see if you can figure out why without Googling).

This means numerous opportunities in senders’ marketing calendars for campaigns that boost engagement.

  • Plan, plan, plan. Before you get too carried away, Tom stresses the importance of thorough planning, and always asking:
    • Is your campaign authentic?
    • Is it tailored to your subscribers?
    • Will it stand out in crowded inboxes?

Sender score optimisation, audience segmentation, and A/B testing are also vital planning elements. Tom provided a broad range of helpful examples.

  • Watch out for pitfalls! Certain holidays occur on different dates around the world. For example, while the UK celebrates Mother’s Day in March, the US celebrates in May, so don’t be the sender that is six weeks late! This is also a great opportunity for learning and for US-based senders to utilise their UK counterparts for ideas and inspiration.

This is all just a small cross-section of Tori’s and Tom’s valuable insights. Check out the full info-packed webinar below!

The post How to Capitalise on the Holidays appeared first on Validity.

How to Avoid the Spamhaus Radar

For our latest State of Email Live, we were joined by Sridhar Chandran, our very own solutions architect, and Matthew Stith, industry liaison for Spamhaus. 

First, let’s review some interesting email data from Sridhar.

Inbox placement rates are rising. Average inbox placement rates were higher in February 2021 than in January 2021, increasing from 75% to 83%. When we dig a little deeper into inbox placement performance by industry, emails related to services and healthcare continue to enjoy good placement rates.  

Now, onto some of the key nuggets from Guy’s conversation with Matthew:

  • Phish du jour scams are on the rise. Scammers are proving relentless by latching onto current issues during the COVID-19 era. Phish du jour scams are popping up everywhere, from ad campaigns to emails to texts. What’s worrying for brands is these attacks are often very sophisticated and can appear legitimate.  
  • Getting off a blocklist is a learning opportunity. We (half) joked about how email senders dread interactions with Spamhaus because it usually means they’ve ended up on the organisation’s bad side. While getting on a blocklist is never welcomed, Matthew believes there is a great learning opportunity not to be wasted. 

Spamhaus’ mission is to make the internet a safer place for everyone. By following bad email practices, brands risk their reputation and consumer trust. When sanctioned to a blocklist, Matthew recommends showing a willingness to learn what can be done better for next time, instead of pleading to be unlisted. Apart from watching this webinar, reading this article by Spamhaus is a good place to start! 

Interestingly, a client of ours was recently listed by Spamhaus. However, since attending this webinar, they knew the exact steps to follow: introduce address validation at point of capture, and run a re-permissioning campaign. Their listing has now been lifted! 

Want to hear Matthew’s tips for how to be a good actor and stay off Spamhaus’ radar? Pop the kettle on, grab a notepad, and watch the webinar below. Also, to learn more about overcoming blocklists, download our Don’t Block Me eBook.

The post How to Avoid the Spamhaus Radar appeared first on Validity.

How to Explain Email Sunsetting to Your Boss

Though it might seem counterintuitive to some, email sunsetting is the process of removing addresses without engagement for a specified length of time. Removing email addresses can be a hard pill to swallow for supervisors who may believe you need every address possible to increase ROI, but it’s essential. There are a few key things to highlight to your boss to help them understand why this is a can’t-skip best practice.

First of all, there is no prescriptive time period for which you need to consider an address inactive, but be aware mailbox providers are watching engagement, too. While you might consider two years of inactivity acceptable, Gmail might not, so keep this in mind when determining when you start culling old addresses. If you email addresses a mailbox provider considers unengaged, they’re more likely to deliver your email to the spam folder. This won’t be reflected in a delivery rate, so this is a great time to use advanced metrics provided by a tool like Everest to ensure your email is performing the way you believe.

Traditionally, best practice was to suppress sends to subscribers without engagement for a year, but looking at some of our data, one year is probably too long for most senders, as most conversions happen in the 30-day engaged segment of customers.

Knowing this, here is our best recommendation to make a case for your boss: Gather the necessary data to convince them some addresses simply need to go.

To do this, spend time dividing up your lists based on engagement bands:

  • 30-day engaged
  • 31- to 60-day engaged
  • 61- to 90-day engaged

And so on in 30-day bands, until you get to anything longer than one-year, as those can be lumped into one segment.

Armed with this data, you can show your boss how much revenue potential there is for recent segments and how relatively little revenue potential there is for segments holding sizeable amounts of unengaged contacts. For any segment where you are seeing single-digit open rates, you have a significant indicator your mail is landing in spam. Once mail starts landing in the spam folder, it is increasingly likely the volume delivered to spam will grow over time. This can deeply damage your email sender reputation, both landing in the spam folder and emailing people who make it clear they don’t want your mail by ignoring it, and your email performance will reflect it.

If you absolutely must contact every email in the list, remember you can vary the frequency of outreach based on the user’s engagement. Some subscribers may be amenable to outreach every single day, while others it is better to reach out to on a weekly or monthly cadence.

But the fact remains, you shouldn’t be emailing unengaged recipients because any unwanted mail is considered spam. Using data from the bands outlined above, you can make a compelling argument to the decisionmakers in your organization to help you build, rather than erode, your sender reputation.

The post How to Explain Email Sunsetting to Your Boss appeared first on Validity.

Why Email Data Quality Matters: Excellence from Expedia

Our February 16 webinar on “Why Email Data Quality Matters” featured special guests Dan Goran from Expedia Group, plus Tim Bond from the Data & Marketing Association and Kate Barrett from eFocus Marketing. We reviewed key findings from our brand-new report, and discussed the critical importance of good data for building strong relationships and effective tactics for achieving this.

Key talking points included:

  • Business Critical: Data needs to be compliant, correct, and complete for businesses to fully understand their customers. It’s the foundation of everything for businesses, and underpinned by how accurate the data you collect is, and whether you can rely on it.
  • Which Platform1: The platform used by businesses to house their customer data provides clear pointers to their philosophy on data quality. Email service provider (ESP) users are highly focused on bounce log analysis, CRM users rely on legal compliance as their top data quality tactic, while customer data platform (CDPs) users evaluate engagement as their preferred data quality KPI.
1. See my blogs where we review these trends in more detail: CReaM of the Crop and Rise of the CDP.
  • Opportunity Costs: Cost per Acquisition (CPA) is ± £30 ($42), which brings the importance of data quality into sharper focus. Tactics like point of collection validation pay for themselves almost immediately when considered against a context of wasted CPA.
  • When to Say Goodbye: Just over half of businesses report having rules in place for identifying inactive/dormant customers, yet being able to do so—and taking the correct actions when this happens— has a major impact on customer lifetime value (CLV).

Dan summed it up beautifully with an analogy likening data quality to Warren Buffet’s investment strategy. Success can take 20 years to build, and five minutes to destroy. Silent, slow, and steadily decreasing performance is one of the biggest challenges for marketers. You can easily ruin the reputation you’ve worked hard to build with one moment of bad personalisation or irrelevant messaging. This is why building a “single source of truth” of your customers is key, and communicating this to senior leadership is vital to securing more budget.

This only scratches the surface, and our expert guests covered a broad range of insightful talking points. Which data challenges are most prevalent and how can they be fixed? Why does good data underpin great personalisation? How has data helped the travel industry survive the pandemic by focusing on loyalty and relationships? How do consumers think about the personal data they provide to marketers, and if you could ask them for one more piece of data, what would it be?

It’s all here in the video, plus plenty more. Grab a coffee, put on your headphones, and get ready to receive some high-quality data of your own!

The post Why Email Data Quality Matters: Excellence from Expedia appeared first on Validity.

Email Data Quality: Compliant, Correct, Complete

Validity and the Data & Marketing Association (DMA) recently published the ”Email Data Quality: Compliant, Correct, and Complete” report. It highlights how important most marketers consider data quality and its three core tenets of compliance, correctness, and completeness.

We talk about data being the new oxygen, and a vital part of our industry. Without it, marketers would not be able to understand their customers, nor engage with them. It’s reassuring to see most companies understand this, but there are also clear opportunities for improvement, as the following findings demonstrate:

  • Most businesses monitor their data quality (77% of respondents)
  • The use of key performance indicators (KPIs) to measure data quality is also reasonably common (61%)
  • But only two-thirds (67%) rate their data quality as good compared to industry best practice.

This last point carries real costs. The report calculates Cost Per Acquisition (CPA) at ± £29, which places the impact of poor data quality in stark relief. In the UK, a typical medium-sized business generates ± £20m of annual revenue and average profit margins of 12%, according to UK Government statistics. For these companies, bad data is a £1m problem that erodes profitability by as much as 33%. For big businesses, the cost can be much greater.

This holds especially true as use of Artificial Intelligence (AI) grows. While AI has driven spam filtering and fraud prevention solutions for a while, it’s increasingly being used for tasks like content selection, engagement prediction, and journey mapping. But around four-fifths of businesses running AI projects encounter problems with data quality, with primary issues including not enough data, data not in a usable form, and bias or errors in the data.

The report also contains plenty of good news. During the past year, marketing underwent a transformation as businesses adapted to major changes in their customers’ working practices and personal situations. The COVID-19 pandemic drove big changes in promotional strategy, meaning updated content and new tones of voice – a rapid evolution in personalisation. Having complete data to achieve this credibly and authentically has never been more important.

Because of this, marketers are focusing on techniques that build this additional layer of personalisation-rich insights. The report shows more data is being collected about customers’ location, product interests, and channel preferences, and this data is being collected across the customer lifecycle: at point of sign-up, through progressive profiling, and the use of preference centres.

This is reflected in a standout theme from this report—the rise of the Customer Data Platform (CDPs). CDPs create a unified customer database, cleaning and combining data from multiple sources into a structured format for use by other marketing systems, meaning richer data. The report shows CDP users are far more likely to use preference centres as part of their data acquisition strategy, and to segment/personalise based on subscriber interests. Customer engagement is seen as a direct function of data quality, and their ability to calculate cost-per-acquisition, return on investment, and customer lifetime value is significantly higher.

All-too-often, data quality is a classic case of not knowing what you don’t know, which is why the findings in this report are so important. It surfaces what’s important when it comes to the “3Cs” of data quality: compliance; correctness; and completeness, and provides a benchmark of what stage your data quality journey has reached, as well as identifying opportunities for improvement.

At Validity, this is a topic close to our hearts. Around the world, we’re the most trusted name in customer data quality, and thousands of organisations rely on Validity solutions like Everest and DemandTools to manage their customer data and make confident decisions that drive more leads, sell more products, and deliver continued growth.

Want to learn more? Join us for our next webinar on February 16, when we’ll review the report in detail, and hear from our expert panel on how to apply the most important learnings to enhance your data quality strategy.

The post Email Data Quality: Compliant, Correct, Complete appeared first on Validity.

Going for Gold

Three of the UK’s outstanding marketing campaigns from 2020 were recognised at the DMA’s Grand Prix Reveal ceremony last week, including the National Health Services (NHS), England’s health care program, BT Sport, a football-focused television channel package, and Klarna, an online bank allowing customers installment payment at their favourite shops.

Each program had to solve big challenges: The NHS needed to fill a huge recruitment gap of 50,000 nurses, BT Sport had to deliver new subscribers despite extensive budget cuts, and Klarna needed to figure out how to run highly popular competitions without being overrun by bots. Despite these very different starting points, common themes emerged as they developed into 2020’s best entries.

Know Your Audience

All three campaigns started with research to learn more about their target communities. Each was looking to shake things up and achieve their objectives in a way that hadn’t been tried before, and it was important to understand how their audiences might respond.

The NHS learned a major obstacle to nursing recruitment was low confidence and fear of failure. Klarna defined their “Sneakerheads,” where inclusion of the tribe would maximise relevance, while BT Sport identified how to place itself front and centre into football’s culture and conversation.

The sudden arrival of the COVID-19 pandemic meant marketing messaging underwent a big change from “What do you want to buy?” to “How can we help you?” This shift needed to be credible and authentic, and the deep understanding these campaigns were able to demonstrate meant they were well positioned for these conversations.

New Technology

At Validity we’ve been talking about the “Next Big Thing”. Last year’s events accelerated the adoption of new marketing technology, and many of 2020’s innovations will go mainstream in 2021. The three DMA finalists were no exception.BT used Artificial Intelligence to harness some of the biggest minds in data—Google Cloud, Opta, and Squawka— to predict the script (and generate debate) for the entire 2019/20 football season. Klarna beat the bots by integrating heartbeat recognition into its sneaker raffle sign-up process. The NHS deployed a complex multi-channel communications strategy including television, social media, paid-search, re-targeting, and email.All these approaches were designed to achieve accelerated interactivity and the combined use of AI, accelerated mobile pages (AMP), and Augmented Reality (AR) to drive truly omni-channel communications strategies is the shape of the future.

Data Quality

This has several different dimensions. Data quality means being compliant in meeting legal requirements and correct in having the right information about each subject. The third dimension is “completeness,” i.e., is there enough data to make informed decisions about prospects and customers, especially when making changes to important factors like content and tone of voice.NHS had to go beyond inspiration and understand the drivers that promote confidence and address fear of failure. BT needed to resonate with pundits, players, influencers, and journalists. Klarna had to learn more about its Sneakerheads’ demographics, gender mix, and problems they are facing. When the data exists to answer these important questions, the end product is relevant and credible marketing that builds durable relationships underpinned by strong levels of trust.Make sure you grab a copy of a brand new DMA/Validity report where we review the results of a comprehensive survey that considers these data quality aspects in more detail.

Of course, all three campaigns were hugely successful. Klarna generated more than half a million people site visitors in less than a fortnight, BT Sport saw a 30% uplift in subscriptions, and NHS nursing applications rose by 6% (and by 12% for applicants considering a career change).

You can read more about all the great entries here, and it almost feels wrong to single one of them out for individual recognition, but competition crowns kings and as headline sponsors we’re delighted to applaud BT Sport as the very worthy winners of this year’s DMA Awards Grand Prix.

What will 2021’s winners look like? We’ve already got a good feel for the key marketing trends we’ll see over the next 12 months, and if you’d like to learn more sign up [here] for our next webinar. We’ve got more excellent blogs you can read, and check out my recent ClickZ article on 5 Predictions for Email Marketing in 2021.

The post Going for Gold appeared first on Validity.

Don’t Wait Until Spring to Clean Up: Two Must-Do Tips for Email Marketers

Here’s the cold truth: Every day you neglect to clean your email marketing program data is one more day of damage you could be doing to your email sender reputation.

I said it was cold!

Your email sender reputation is dependent on your following of best practices. Are you only emailing people who consent to receiving your email? Are you removing bad data, like addresses that bounce? Are you sunsetting addresses showing no engagement within a reasonable period?

Email and data are inextricably linked, and if you’re going to start 2021 on the right foot, your email marketing data needs to be pristine. Why? Because competition for attention in the inbox is greater than ever, email volume is at record highs, and you simply can’t afford to be subject to the consequences of a poor sender reputation.

I mean, do you want to be blocklisted and have zero email reach your recipients? Didn’t think so.

Here are the two major things you need to take care of before we escape the winter doldrums, because if you don’t, you’ll be racing to catch up with your competitors.

Dump your bad addresses

Are you noticing lots of rejected email? Those are bounces. They can be hard bounces (permanent, no mail is getting through) or soft bounces (try again later when you feel lucky, punk), or have a bunch of different reasons out of your control. You can look at the error codes reported back to you via your email service provider (ESP) data, and other things like Google Postmaster Tools, to get an idea of the reasons the mail is bouncing. But the bottom line is, if lots of your mail is bouncing, you likely have a data issue. You should run your addresses through a list validation tool, like BriteVerify, to identify bad addresses. To be sure, this won’t keep you from other kinds of bounces, but it’s a great place to start repairing and protecting your email sender reputation.

Sunset your low-activity subscribers

You have consent to mail. Good, very good. But…when did you get it? Are these recipients still opening your mail? Your journey to being a good sender doesn’t stop at getting consent to email your subscribers. Instead, keeping an active eye on your email deliverability metrics is key to your reputation. Look through your lists and identify which addresses haven’t engaged with your email in any given amount of time. The timeframe you use is entirely up to your business goals, but let’s say someone has not opened an email from you in six months. It’s time to either do a re-engagement campaign (in which you send an email specifically asking them to re-confirm their consent), or simply remove them from your lists. If you continue to send to recipients who take no action on your mail, or worse, complain about your mail, mailbox providers (MBPs) will take notice and take action. Even WORSE is if you keep emailing, and those addresses turn into spam traps and send clear negative signals to MBPs. It’s a game you don’t want to play, just in case.

It can be scary to remove email addresses. They can be hard-won and it’s obvious they’re a direct line to customers and prospects. But remember…the risk can also NOT be worth the reward. Even small choices like continuing to mail unengaged addresses can slowly chip away at your deliverability and put you in a bad place (psst: BLOCKLIST). Start as fresh as you can and enjoy the fruits of your labor—more engaged subscribers, less negative (non)interaction, and the peace of knowing you’re in control of your own email destiny.

The post Don’t Wait Until Spring to Clean Up: Two Must-Do Tips for Email Marketers appeared first on Validity.

What 2021 Might Hold for Email

Wow. Somehow, 2021 feels on track to steal 2020’s title of “Wackiest Year on Record.” Now’s the time to prepare for anything that may come our way. We asked six of our email experts from around the globe to join host Guy Hanson on our first State of Email Live webinar of 2021.

As usual, I won’t spoil what is a strong 45 minutes of content you really shouldn’t miss, but here are a handful of takeaways I got from the broadcast to whet your appetite for more. The full video can be found at the very end.

Data didn’t disappoint

Late last year, Greg Kimball, our email data genie, told us email volume was on the rise, with no real indication of stopping. Guy provided an update on Greg’s behalf during this episode to prove he was absolutely right: Volume is consistently higher than before, and it’s growing. In fact, there was a 25-30% year-over-year increase in volume on Black Friday from 2019 to 2020. Email marketers would be well-served to believe this is “a new normal” rather than a trend. Keep planning your content as though it’ll face record competition in the inbox. Chances are, it will.

A few predictions stood out

  • LoriBeth Blair from the USA expects Gmail to become even more dominant in the mailbox provider space.
  • Guy Hanson expects more email marketers to move from using both an email service provider and a CRM to a more comprehensive customer data platform (CDP). Why? CDPs allow users to combine the data knowledge they have and transform it into more personalized, meaningful email communications seamlessly.
  • Sandra Schubert from Germany thinks authentication will be a must-have, rather than a nice-to-have, as senders become more aware of customer data privacy legislation and increased spoofing and phishing attacks on email brands.

The group also shared their thoughts on privacy legislation, the kinds of email resonating with subscribers today, and more. Check out the episode below:

The post What 2021 Might Hold for Email appeared first on Validity.

Accelerated Interactivity Accelerates Customer Loyalty

In our recent “Next Big Thing” webinar we brought together a cross section of Validity’s community—email marketing, data quality, and sales performance— to review the events of 2020 and preview 2021. This made for a fascinating conversation, and one area our expert guests were in full consensus was the rapid rise in email’s use of interactive elements that enhance customer experience and deliver increased engagement.

eFocus Marketing’s Kate Barrett described how McDonalds used an email carousel to view the full range of Happy Meal toys. Any parent of young children understands the force of nature that is “pester power” and the ability to preview the preferred toy will absolutely increase purchase likelihood… if only to keep the peace!

Recently I wrote how the COVID-19 pandemic provided a catalyst for innovation as businesses were forced to respond to the completely changed circumstances they were operating in. Emerging technologies were fast-tracked as email senders grappled with new challenges posed by reduced inventory, store closures (or changed hours), and subscribers who wanted to be empathised with, not sold to!

  • Artificial Intelligence (AI) has driven spam filtering and fraud prevention solutions for a while now, but 2020 saw an explosion in other applications, with senders now using AI for send-time optimisation, engagement prediction, best offer selection, better personalisation, and next-best channel identification.
  • Accelerated Mobile Pages (AMP) was the breakthrough technology of 2020, allowing senders to include components delivering rich engaging experiences by making modern app functionality available within the emails. Using this technology effectively brings website UX into the inbox, with functionality like drop-down lists, carousels, and customer surveys.
  • Locked-down consumers were unable to visit many physical shops, and some brands innovated by using Augmented Reality (AR) to bring traditionally in-store experiences directly to subscribers’ inboxes. MAC cosmetics encouraged customers to use digital tools to virtually try on eye shade and lipstick products, while Ray-Ban customers could virtually see if they look better in Aviators or Wayfarers.

Our expert guests were clear accelerated interactivity will go mainstream in 2021, as companies seek to maintain high subscriber engagement and bring in-store experiences to customers’ inboxes. The good news for senders is that they will also benefit from a performance dividend.

When Validity customer eBay implemented Phrasee (an AI-powered copywriting technology) to optimise subject line and headline copy, it saw a click rate uplift of 42% from doing so.

Magnus Eén explained how Westwing’s positioning as a carefully curated online magazine intentionally mirrors their customers’ lifestyles (examples below), with 80% of purchases coming from repeat buyers. He’s highly enthused about adopting AMP to introduce new functionality like embedded surveys to further enhance Westwing’s customer-first philosophy.

This also highlights the important role accelerated interactivity will play creating customer loyalty by providing richer and more personalized email experiences. Survivors in pandemic-stricken sectors like the restaurant industry have only done so because their customers have kept the faith. Loyalty has traditionally been underpinned by 1:1 human interactions (“Moments that matter”, to borrow from Reachdesk’s Alex Olley) but accelerated interactivity means highly granular personalization is now much more achievable – at scale.

Want to hear more predictions for 2021? Join us on January 13 for our next State of Email Live webinar where I’ll be joined by six of my Validity colleagues from around the world as we gaze into our crystal balls to figure out what the year has in store for us!

The post Accelerated Interactivity Accelerates Customer Loyalty appeared first on Validity.