For years, SMS marketing was largely a one-way channel. Organizations sent appointment reminders, event updates, promotional offers, and important notifications. Customers received them. Today, that dynamic is changing. More organizations are adopting two-way SMS marketing to create conversations rather than simply broadcast messages. The opportunity is significant. SMS remains one of the most immediate and engaging communication channels available. But as more organizations embrace conversational SMS marketing, a new challenge emerges: designing automation flows that work for real people. Because real people don’t always respond the way marketers expect. Building […]
Most marketers worry about sending too many emails to the wrong people. Far fewer worry about sending zero emails to the right people. Segmentation has become one of the most important tools in modern marketing. It helps teams deliver more relevant messages, improve engagement, and create better customer experiences. But as segmentation strategies become more sophisticated, they can also become more restrictive. Contacts with incomplete data, evolving interests, or behaviors that don’t fit neatly into predefined categories can quietly fall outside your marketing efforts altogether. That’s where personalization without exclusion comes in. […]
Email accessibility is often treated as a compliance exercise. Something to review after the email is built, something to address if a complaint comes in, or something for legal or IT to worry about. But accessibility has a direct impact on both marketing performance and brand perception. When subscribers can’t easily read your message, navigate your content, or engage with your call to action, campaign results suffer. Accessibility affects opens, clicks, conversions, and overall customer experience. Just as importantly, inaccessible emails can signal that a brand is not considering the needs of all customers, which […]
This month’s updates include several highly requested enhancements designed to improve security, automation, reporting, and user management. Highlights include Microsoft Entra SSO support, a new Workflow Update Contact node, invisible reCAPTCHA for forms and surveys, delivered-based email metrics, and early access to our new drag-and-drop Template Builder. We’ve also rolled out a number of usability improvements based directly on customer feedback. Simplify Login with Microsoft Entra SSO Clients can now enable single sign-on (SSO) for the emfluence Marketing Platform through Microsoft Entra. Similar to our Okta integration, administrators can choose to […]
Artificial intelligence is quickly becoming a core part of modern marketing. From audience segmentation and lead scoring to personalization and campaign optimization, AI promises to help teams work faster and make smarter decisions. But there is one problem many organizations overlook: AI is only as good as the data it receives. When customer data is inaccurate, incomplete, duplicated, or outdated, AI does not recognize those problems and correct them. Instead, it often amplifies them by making poor decisions faster and at a larger scale than ever before. The result can […]
