Who controls the data in your organisation? Are they Responsible – Accountable – Consulted – Informed (RACI)? Implement this data management model to achieve a common goal and, whatever the size of your business, keep in mind these primary data objectives; thereby focusing on outcomes, not process.
A UK survey showed that 82% of marketers believe email personalisation results in an increase in open rates, 75% believe it produces higher click-through rates and 56% see a positive impact on sales. So yes, artificial intelligence might be all the rage right now, but marketers should not forget that assets they have already in their marketing arsenal (such as the data in their CMS and marketing platforms) can really help their ROI.
From May 2018, email marketers in the UK and EU will not be allowed to market to any data that has not given explicit consent. The industry must take notice and start building high-value, opt-in data immediately.