One-to-oneOne message, one recipient

Real-timeDelivered when and where a consumer

takes action

PersonalizedContent driven by individual tastes and preferences

FreshHigh engagement & ROI

One-to-manyOne message, as many recipients as possible

BatchDelivered according

to the brand’s timeline

GenericOne “flavor” or

message for all recipients

StaleDeclining response rates

VS

Activist consumers expect each brand interaction to be tailored precisely to their needs and behavior. Yet, many businesses continue to send generic batch-and-blast campaigns. Marketing looking to generate higher engagement and ROI should ask themselves whether they’re marketing messages are K-Cups or Carafes.

ARE YOUR MARKETING MESSAGES K-CUPS OR CARAFES?