“A new year brings new opportunities to step up your email strategy. Columnist Jose Cebrian offers recommendations to help you reassess your email program and make it shine in 2016…
Your data latency is the duration between when email data are created and when your email program can act on the data. Very few companies have real-time (or near-real-time) data working across their sites, stores/branches, ESP, DMP (data management platform) and so on.
In fact, the value of real-time data is often overstated, versus the effort required to get it. But that doesn’t mean timeliness is unimportant.
Some of your email programs surely rely on getting data quickly in order to be relevant. For example, it shouldn’t take four days to send an email that updates reward balances or a week to send a welcome message when you sign up for the program.
There may be pretty significant reasons why the latency occurs. One common reason is that data are coming from two or more completely different systems with infrequent feeds.
For example, data from a transactional system goes to the marketing database once weekly and must be aggregated before the values are available for the email program.
It may not be something you can fix quickly. But assess the situation, and determine if there are options (possibly new) that can help you minimize the lag…” CONTINUE READING