Email marketing companies are not just hot because they send email. Email marketing companies now have the most unique part of CRM targeting data, which is the email address and its hexidecimal derivative the MD5 hash of the email address.
Send-based email marketing is mostly a unilateral act: brands become publishers of single-topic magazines. Brands send newletters hundreds of times a year, repetition is the formula. Brands have had to create and manage their own single topic newsletters and manage these newsletters making it difficult to buy and sell advertising in other email newsletters because email hasn't supported iFrames or Javascript.
What is the solution? Use MD5 hashes of your customers email addresses to reach them outside of your own newsletters. Hashing an email works by turning an email address like MeghanAsha@gmail.com into a 32-character hexidecimal string. No algorithm translates a hash back into the orginal email, hence its popularity for securely exchanging data.
For CRM purposes, email string is an improvement on the cookie. Email-based hashes are very effective on mobile because we use our email addresses on all our devices. So unlike email, cookies are not great for cross-channel campaigning.
Ad exchanges are now being built to take advantage of email's incredible capability. Brands using these exchanges can leverage the power of the email address without sending any email campaigns of their own.
Email marketing, long forgotton by agencies has now surpasses the competition - the cookie. When you combine the power of CRM and email addresses with real-time bidding, you have something that promises effective targeting.
No comments:
Post a Comment