Agile Email Marketing
Posted: Tue Dec 03, 2024 9:16 am
Agile Email Marketing takes its name from Agile Marketing, a movement inspired by agile software development whose values can be summarized as follows:
– Respond to change instead of following a plan
– Focus on interactions between data
– Prioritize short-term tests and results over assumed conventions
– Respond and interact in the short term or in real time
Agile Marketing aims to improve the speed, predictability, transparency and adaptability to change in marketing in general. It is about making marketing strategies more agile, allowing companies to respond quickly and effectively to changes in consumers. Unlike traditional marketing, which involves prior planning, agile marketing aims to be a continuous process that provides feedback in gmx email list phases of action – learning – reaction – learning, etc.
The objectives of this model are to improve the responsiveness of marketing to changes in the market. To apply Agile Marketing, the consumer experience must be placed at the centre of the process, from which data is collected from various sources that show their behaviour towards a given tactic and serve to validate it or discover an alternative.
You can see a brief and concise exposition of what Agile Marketing is in this video
Agile Email Marketing aims to introduce this ability to adapt to marketing in a traditionally static, fixed channel. The standard process of execution, analysis and learning in email marketing is subject to certain time scales. As an example, and to simplify, if I want to launch a campaign with the offer that generates the highest number of conversions, the normal thing to do is to resort to the analysis of previous campaigns and find the one that generated the highest conversion. Then I can send that same offer to the new segment. This process of action – waiting for results – analysis – decision-making, in email marketing has a pace and duration that Agile Email Marketing significantly shortens. And not only that, but it also turns email into a dynamic medium that takes into account the context of the user's experience of the content. To illustrate this, it is possible to send an email that includes, on a map, the location of a store. If a user opens that email at home, the store closest to their home will appear on the map, and if they open it at work, that same email will show the store closest to their work. The cases can be diverse, and the fact of personalizing the contents based on these rules translates into a better user experience and therefore an increase in CTRs and conversions.
– Respond to change instead of following a plan
– Focus on interactions between data
– Prioritize short-term tests and results over assumed conventions
– Respond and interact in the short term or in real time
Agile Marketing aims to improve the speed, predictability, transparency and adaptability to change in marketing in general. It is about making marketing strategies more agile, allowing companies to respond quickly and effectively to changes in consumers. Unlike traditional marketing, which involves prior planning, agile marketing aims to be a continuous process that provides feedback in gmx email list phases of action – learning – reaction – learning, etc.
The objectives of this model are to improve the responsiveness of marketing to changes in the market. To apply Agile Marketing, the consumer experience must be placed at the centre of the process, from which data is collected from various sources that show their behaviour towards a given tactic and serve to validate it or discover an alternative.
You can see a brief and concise exposition of what Agile Marketing is in this video
Agile Email Marketing aims to introduce this ability to adapt to marketing in a traditionally static, fixed channel. The standard process of execution, analysis and learning in email marketing is subject to certain time scales. As an example, and to simplify, if I want to launch a campaign with the offer that generates the highest number of conversions, the normal thing to do is to resort to the analysis of previous campaigns and find the one that generated the highest conversion. Then I can send that same offer to the new segment. This process of action – waiting for results – analysis – decision-making, in email marketing has a pace and duration that Agile Email Marketing significantly shortens. And not only that, but it also turns email into a dynamic medium that takes into account the context of the user's experience of the content. To illustrate this, it is possible to send an email that includes, on a map, the location of a store. If a user opens that email at home, the store closest to their home will appear on the map, and if they open it at work, that same email will show the store closest to their work. The cases can be diverse, and the fact of personalizing the contents based on these rules translates into a better user experience and therefore an increase in CTRs and conversions.