Email marketing, proclaimed a dying tool by some, actually delivers the greatest ROI of any digital marketing solution, including social. This shows that new digital marketing solutions are supplementing, not subjugating existing techniques. For marketers, that means an ever-expanding need to work with technology to reach the right customers, with the right message, at the right time. The problem is—marketers are often hired for their creative communication skills and not for their IT abilities. Nate Skinner, Chief Customer Officer for email marketing service provider Campaign Monitor, joins Moneyball for Marketing to talk about the trends and technologies that are impacting marketing organizations today, and how savvy marketers are cracking the code on personalization, without extensive IT skills. Highlights include:
People Profiling: Nate reveals how Campaign Monitor dug into its customer data to identify the key attributes of an ideal customer, how customers were using the service, location, company size, etc. The new market segmentation model that emerged, Nate says, “really changed the game for us.”
DIY Digital: “We are 100% in this era of the do it yourself marketer,” says Nate, referring to digital marketing solutions like Optimizely, Unbounce, Shopify and Looker which allow non-technical marketers to implement sophisticated marketing campaigns without becoming data scientists or IT experts.
Internet of One: The “Internet of Me,” Nate shares, is the concept that “everything needs to be relevant and personalized.” He reveals how Campaign Monitor helps customers with market segmentation and hyper targeting to put the right message, in front of the right customer, at the right time. Nate discusses the idea of “deliverability”—the rate of engagement that occurs when you get the message and timing right.
Nate Skinner is the Chief Customer Officer of Campaign Monitor, a simple and elegant email marketing software for business. Millions of marketing professionals at over 120,000 companies run email marketing campaigns that deliver results for their business using Campaign Monitor. Nate is responsible for customer success, customer support, and customer marketing at Campaign Monitor.