• by Colin Behan , July 1, 2025

BetMGM’s Head of CRM writes “It is vital for marketing leaders to understand that emerging technologies should be used to build and improve these areas incrementally, not create them from scratch.”

Here we are in 2025, a world dominated by continuous innovation in new technology and artificial intelligence. Regardless of your industry, the chances are that there are dozens of new products and services available that will help your digital marketing teams make improvements on personalization – and for good reason. Personalization delivers tailored experiences through your marketing channels that resonate deeply with individual customers, driving incremental engagement and loyalty. It is no wonder that your company is using vast amounts of resources on solutions to enrich their marketing campaigns with features like dynamic email and website content, behavioral triggers, product recommendations, and much more.

If your company has invested in a marketing technology solution that will unlock these advanced capabilities, your marketing organization has likely had success in building your brand, acquiring new customers - and retaining important customers, as well as having nurtured a strong relationship with your current consumer base. This relationship between your brand and your customers is critical to fostering trust, loyalty, brand advocacy, and long-term success. It is vital for marketing leaders to understand that emerging technologies should be used to build and improve these areas incrementally, not create them from scratch.

When new MarTech is introduced to your company, it is easy to get excited about all the different ways each of the features can be used in all your emails and other digital marketing channels. Everyone wants to play with their new toys! My message is for your team to take a deep breath and roll out each new feature in a planned and structured manner that allows you to measure the use of each new feature separately, one at a time.

For example, you now have functionality that allows you to use dynamic product recommendations in your email content and subject lines, name personalization, and behavioral triggers. Begin by setting a goal of how many of your emails will include some form of personalization. (i.e., 20% of emails by Q4.) Next, strategize with your marketing leaders and MarTech consultants on the best use cases for each of the features in relation to your business and industry. Then, roll out a test campaign on an evergreen campaign that has been deployed many times in the past, now using one of the new features. Monitor and measure this campaign over the coming weeks and compare the results to the prior sends when the feature was not included.

The goal is to gradually roll out each feature in diligent ways that are proven to be effective, while not quickly revamping the entire look and feel of your marketing campaigns overnight. Incremental improvements will be made without your customers feeling like they are engaging with a completely different company. Your marketing organization has already achieved so much in growing the brand and developing a lasting relationship with its customers. This method will allow your marketing initiatives to evolve, grow, and reach new heights.