Blog post By Paula Chiocchi on 2018-01-24
Unless you’re living off the grid, you’ve likely experienced programmatic advertising in your daily life. Programmatic is a fast-growing marketing channel that’s only going to get bigger this year, especially in the B2B world. In fact, according to several recent surveys, the vast majority of B2B marketers are not only currently buying or selling advertising programmatically, but they also plan to increase spend in this area in 2018.
What’s also on the rise in 2018 is the combined use of programmatic advertising with email campaigns to provide a one-two punch when targeting B2B prospects. With these campaigns, the ad and email content is driven by the prospect’s online behavior. Here are a few examples:
Due to the relevant content that your prospects should recognize, response rates for programmatic emails are much higher than standard B2B emails. Programmatic technology vendor Criteo claims that these personalized emails increase open rates as much as four times and click-throughs by up to five times that of standard B2B emails.
Email is ideal for programmatic campaigns for a number of reasons:
While B2B marketers continue to make progress in leveraging programmatic technologies, growing pains remain. Challenges abound when it comes to targeting the right audiences, generating metrics and applying measurement, and understanding best practices.
This is where our team at OMI can help. Combining quality prospect contact data with the latest email automation tools creates a powerful approach to making emails more relevant for recipients, easier to manage for our clients, and helps in delivering them more new customers and incremental revenue. Ask us how we can help you take advantage of programmatic technologies to improve your email campaign results.
Have you used programmatic technologies to bolster your email campaigns recently? If so, tell us about it!
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.