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Manufacturing execution systems (MES) are the foundation of almost all smart manufacturing, Industry4.0, and digital projects in the 21st century.

Since it is the foundation of Industry 4.0 and smart manufacturing, a manufacturing execution system (MES), is essential. It also offers enhanced cybersecurity.

Like the Industrial Internet of Things, the MES allows for a wide range of capabilities. These include data gathering and analysis to ERP interfaces and production application applications.

This system includes order management, production scheduling, line scheduling, and quality management. Recipe management, performance monitoring, corporate intelligence, rich descriptive analytics, and diagnostic analytics are just some of the many manufacturing applications.

How to be Successful with MES

An MES must have several distinctive qualities to make it a success. These are the most important aspects to consider when evaluating MES options.

MES Database

A robust database is essential to ensure that the shop floor has all information.

Materials, suppliers, and customers. Procedures, equipment, labor, quality maintenance, deviations, incidents.

It is also important to ensure that the database can hold a variety of data. Some data will include time-series data that is collected from industrial operations frequently.

Do not Forget the Historical Component

A historical component is required to handle time-series data in the MES. The MES database should have an object-based relational table for transaction and event data. This will allow shop floor data to be accessed quickly.

The MES database must also have a data lake component or warehouse that allows historical data to be accessed and allows for a variety of analyses using a star schema. The IoT is triumphant of the entire MES system.

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Property of the MES Database Functionality

Monitoring Performance and Manufacturing

An MES must also offer enterprise manufacturing information and performance monitoring through real-time dashboards or other displays. It must provide historical and current analytics as well as descriptive and diagnostic analytics. All of it is part of the big picture.


MES should be able to scale to multiple locations for businesses that have hundreds or fewer employees. There should not be any disparity in the capabilities, as even the smallest facilities require a complete solution.

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Highly Successful MESs must Work in A Variety of Physical Architectures.

Therefore, systems that reside in the production plant no longer exist. The IIoT can perform its function on-site.


It is impossible to create a bespoke MES system. The system should be customizable and based on pre-built templates and apps. It should be easy to customize.

Flexibility in MES

The manufacturing facilities of intelligent manufacturing and Industry4.0 environments are constantly changing.

Permanent equipment moving or adding. Processes can be altered or introduced. These modifications must be handled by the MES. These types of modifications can be managed by MES with enough flexibility. This could be modifications to the database model, plant model, individual apps, dashboards, or analytics.

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Designers Design MES Systems that Work for Certain Industries and in Certain Ways.

Even though certain industries (e.g. pharmaceutical industries) may have specific needs, a successful MES must be able to meet these requirements. Alternative manufacturing processes must be adopted by production businesses in Industry 4.0.


Your MES should be comprehensive and be able to perform all tasks. It must also be scalable to make it an Industry 4.0 solution.

It must be strong enough for all manufacturing tasks, while also being able to configure across the board. It should offer significant capabilities and benefits while being extremely adaptable to changes in the production environment.

Your MES must also be able to handle a wide range of distributed architectures that are all cloud-based. The MES provides a solid foundation for growth.

Ask prospective vendors to determine if the system can meet your requirements.

The MES is the foundation of the fourth industrial revolution. It is also the foundation for nearly every smart manufacturing, Industry4.0, and digital transformation project.

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5 Effective Steps To Becoming A More Inclusive Leader

blog / Leadership Here’s How to Become More Inclusive in Your Leadership in 2023

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Inclusive practices have become a transformative tool for businesses today. But how can companies become effective in implementing such practices in their organization? Here, an inclusive leader is pivotal. They should be someone who actively develops an inclusive work culture that fosters equality, respect, and empathy across teams. The characteristics of an inclusive leader include curiosity and openness as well as the ability to identify and value different perspectives while implementing inclusive practices to foster better workplace dynamics. Let’s understand how leaders can hone these abilities and set the tone for the rest of the organization. But first, a little more about why inclusive practices are important for companies.

Why is Inclusion Vital Right Now in Companies

If you are inspired and want to become a more inclusive leader, here is a five-step guide to help you on this journey. 

ALSO READ: Why Diversity Equity and Inclusion in the Workplace is Essential

5 Steps to Become a More Inclusive Leader in 2023

It is safe to say that diversity has become a non-negotiable aspect of the present work environment and leaders need to be prepared to embrace it. To do that, it becomes imperative to develop a clear picture of what it means to create an inclusive space that also optimizes workflow. In essence, success comes in tandem with inclusivity. But can you become an inclusive leader by just demonstrating an inclusive mindset? Now, that is a great starting point but it is only the first step toward resetting workplace dynamics. 

If you’re ready to use inclusivity at the workplace as a tool for transformation, here are five crucial steps to take note of:  

1. Identify Personal Biases and be Conscious

To become an inclusive leader, it is important to identify and cultivate awareness around your biases. Sometimes, it can be challenging to examine your blind spots or recognize behaviors that may be inhibiting inclusion. To learn more about your personal biases, consider taking up the Implicit Association Test that has been designed by Harvard researchers to get feedback on your vulnerabilities and how they could be impacting your decisions at work. 

Besides that, try to develop a ‘seeking-to-understand’ mentality, almost as a beginner would. This will help you build empathy towards team members and make key decisions more consciously. 

2. Lead with Humility and Empathy

One of the main ingredients for creating a safe and inclusive work environment is empathy. Exhibiting empathy towards team members helps them feel acknowledged and valued, enhances collaboration, improves performance, boosts involvement, and encourages them to demonstrate a more open mindset. 

Along with that, as a leader, being modest about your capabilities and gentle with your power is important. When you mindfully curate a safe workspace to discuss any errors made, share feedback, or offer constructive criticism respectfully, it automatically contributes to building an inclusive team.

A competent and inclusive leader’s strength lies in their diversification approach. Essentially, one cannot become an inclusive leader if one doesn’t take the time to understand the unique perspectives of different employees within your organization. 

A good way to put this into action would be to seek out ideas and opinions from different team members regarding upcoming tasks or projects that you may be working on. This will help you develop an open mind, expand your knowledge around different ways of doing things, and create a more collaborative environment at work. 

4. Create a Safe Space for Your Team to Share and Collaborate

An inclusive leader must create a supportive environment that encourages honest communication, productivity, and collaboration among team members. This means you must develop a workspace that provides equal access to opportunities and empowers employees to bring out their best potential and share their perspectives without inhibitions. 

When you show employees that their opinions are considered, and their perspective is crucial to the team’s success, it instantly creates a supportive, collaborative environment. In essence, inclusive leaders understand that a collaborative space is a major step towards rewiring the system to develop more inclusive organizations. 

5. Foster Awareness

As an inclusive leader, you should also educate team members on what it means to have an inclusive workspace and how it can optimize workflow. In addition, fostering awareness and a strong commitment to inclusion will help you challenge the status quo and create a safe environment for others to speak up. 

Making inclusivity a part of your lifestyle, not just your profession, will help you become a competent, inclusive leader and inspire others to follow suit. If you want to strengthen your abilities as an inclusive leader, check out online leadership courses on Emeritus and take your skills to the next level. 

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Learn The Top 5 Alternatives Of Jenkins

Introduction To Jenkins alternatives

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This process involves a set of principles associated with it, and definitely, CI is an evolving best practice in recent years. Application deployment becomes largely possible in any state and at whatever point of time the team expects to do so.

List of Jenkins Alternatives

Below is the Different Alternatives, which are as follows:

1. Eclipse Hudson

The precursor of Jenkins, It’s been associated with the foundation of the eclipse for a long period of time until turned over by Oracle in and around a 5 year-ago period. Apache Tomcat servlet container and java are the key build components of Hudson. SCM tools supported by Hudson are as below,



perforce etc

2. Cruise control

It acts as an extensible framework and also a heavy power CI tool that allows building processes in a very customized manner. a large set of source control systems like vss, git, hg, clear case, file system, etc., can easily and also flexibly integrate with cruise control. From another perspective, it allows a large set of plug-in, which allows instant messaging, email access etc. these systems also support report management and also setting a large set of projects on a single server.

The three key components of these systems are as below,

build loop: Acts as the heart of these systems, which involves notifying the listeners after triggering the build cycles. this process can be achieved through a large number of publishing techniques.

Artifact access and results building are sophisticatedly achieved through a JSP reporting application.

Project build statuses and visual representations of the same can be achieved through a dashboard.

3. IBM Urban code

Urban code Deploy

Urban code Release

Easy rollback and consistent deployment in an automated manner.

Notifying changes transversely through servers, components, and all tiers

security differences and Configuration across environments

better visibility on who has changed what and related information

service virtualization and provisioning of software

Easy tracking and deployment through segregating what components formulate as an application.

Simple and easily catchy drag and drop process depicted in browser setup

A well-established inventory that keeps hold of what is located where

horizontal scalability and extended availability of deployment is achieved through a well-structured master/slave setup.

pledge over the right and needed substance are imposed at an essential instance. every application and environment are tagged with a measured set of rulers.

a large set of tools are used to make the deployment and also to set the process comparatively easier.

4. BuildKite

BuildKite is another famous integration tool in the market that is largely preferred for cross-platform build and deployment. the process of automated builds is made very much easy and pro to use with the Build kite CI. Packs with excellent customer support and integration with source controls systems like Github, harvest, etc.

The key features of Build kite are as below,

Almost all version control systems can be easily connected to this CI

N number of build agents can be flexibly deployed on a single standalone machine

Slack, HipChat, Flowdock, Campfire, and many more tools can be easily integrated with the Build kit

source code or any other passwords are never traced by build kite setup, which prompts a great extent of security from these systems

The infrastructure of the system is also largely stable

It is easy to use and easy set up kind of a tool

Allows simple deployment and powerful configuration

Also, integration with Github enterprise systems can be established.

5. GoCD

Allows ease dependency configuration and parallel execution of events

deployment of any version of code and applications at any time period

It uses a stream map which helps to visualize end workflows in a clear manner

secured deployment in PROD environment

Authorization and authentication in an easy manner

Large and versatile number of plugins to enhance the functionality

a very interesting and active community for help and support

parallel execution of multiple pipelines

sequential execution in multiple stages

Multiple Jobs within a Stage run in parallel

Multiple Tasks within a Job run sequentially

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This has been a guide on Jenkins Alternatives. Here we have discussed the top 5 Jenkins Alternatives with their pros and cons. You may also look at the following article to learn more –

Binance Marks 5 Years Of A User

Binance has grown more than 200 times in the past 5 years, multiplying its user base to more than 120 million people, supporting an active blockchain with over 2.4 billion transactions, and providing support to users in 18 languages. Needless to say, the platform is a pioneer in the crypto space and constantly strives to bring in growth and innovation sustainably and responsibly.

This year Binance marked 5 years of its operation and opened its doors to users seeking a new crypto trading experience. The platform started with the fundamental vision of bringing financial empowerment to the masses with a simple and trustable marketplace for trading cryptocurrencies.

Its commitment to the ‘user-first’ approach shines through in all its actions and endeavors from Trust Wallet to Binance NFT and Binance Earn. Binance has also introduced many new features over the past year from Auto-Invest to Binance Live, Learn and Earn thereby catering to virtually any interest across the broad spectrum of what blockchain and crypto have to offer.

Empowering through education and awareness

While the crypto space has seen an influx in the number of new users, there is an alarming increase in the gap between the number of new users entering the marketplace and the number of users with a sufficient understanding of crypto and blockchain.

Binance Academy, Learn and Earn, and Binance Masterclass has been a crucial part of the Binance ecosystem, educating and helping users in the space make more responsible and informed decisions.

Rundown of a range of products

For many, Binance is synonymous with its exchange platform, which allows users to buy cryptocurrencies like BTC, ETH, and more with much ease. Even so, Binance has worked extensively since 2023 on expanding its product offerings. Some of the major highlights and achievements within the Binance ecosystem include:

Binance Pay:

Binance Pay has seen more than $12 billion in total volume spanning 17 million transactions and 7000+ merchants. It has also recently partnered with Travala, Al-Futtaim, Primavera, and Splyt.


BUSD has established itself as one of the very few fully regulated, licensed, and fiat-backed stablecoins and is the second-largest regulated stablecoin in terms of its market cap.

Binance Earn:

Binance Earn offers a suite of products for users to grow their crypto holdings. The number of active users on the platform has grown from 3.7 million to 4.9 million between January and June 2023. The number of supported assets has also increased from 183 to 268.

Binance NFT:

With more than 6000,000+ active users weekly and 1 billion in total trading volume for IGO drops and 3 million gaming NFT listings Binance NFT has grown tremendously. It introduced a Mini App feature in April 2023 giving users a chance to access Binance NFT products and services seamlessly within the app.

Binance Card:

In the past 2 years, more than 1.7 million cards have been issued in the EEA region showing signs of strong user demand for the Binance Card. Additionally, the payment volumes have topped $2 billion.


Binance Charity:

Binance Charity is the charity arm of Binance that has worked on notable campaigns like Code to Inspire, Women in Afghanistan, Crypto against COVID, and Tree Millions. It has more than 5000 total donations, 2,880.352 BTC raised, and 1.8 million beneficiaries.

Building trust with regulation-focused initiatives

Binance has acted as a responsible industry leader in its initiatives and efforts towards compliance with government and regulatory bodies around the world. The platform has proactively engaged with authorities and worked on getting regulatory approvals and registrations in Spain, Dubai, Abu Dhabi, Bahrain, and Italy.

The crypto industry is still in its nascent stage and one of the biggest challenges is addressing the variance in regulatory standards around the world. Binance has worked on evolving and adapting to these standards and comparing and contrasting them to determine what works best. This constructive approach has helped the platform engage with regulators where licenses are available and ignite a conversation where the path to licensing is still not laid.

Web 3 is still new to people around the world and Binance is aiming to be the gateway for users into this universe. This is being done by building connectivity, a connection with users that is simple and customized to their language and culture while also being compliant with their local laws.

Binance’s road ahead

Binance sees the current market environment as an opportunity to build a base for the next industry growth phase where Web 3 has massive potential to transform lives. This vision is reflected in the products that they build. The products are secure, user-friendly, and affordable while bringing real and tangible user value.

For more information on Binance please check out their official website.

4 Essentials Of An Effective Email Localization Campaign

Email localization goes beyond content translation. Here’s how you can build customer trust and engagement in countries other than your own, using email localization

Contrary to popular belief, email marketing is not dead. In fact, there are over 280 million emails being sent on a daily basis, meaning emails are an international phenomenon.

Today, most companies have a global database of recipients, which allows them to promote their services to a larger platform, helping to boost their sales.

Unfortunately, only 19.36% of retail emails are ever opened, which is significantly below average when compared to other types of emails that achieve an open rate of 26%.

Why is this?

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One possible reason is that retail companies are unable to create a localized experience for their global target audience, which goes beyond merely addressing the recipients by their name.

As only 25% of companies keep in mind the regional preferences of their customers during content creation, there is obviously a need to spread awareness about localization.

Here are a few stats to prove that:

Only 30% of the world’s 2.3 billion internet users are native English speakers.

55% of customers prefer to make a buying decision only if the product description is in their native language.

Customers with low English skills are 6X less likely to buy from Anglophonic online sites.

Every $1 invested in localization results in an ROI of $25.

To excel in email localization, you should focus on the following four elements.

1. Copy considerations

The first step toward engaging your audience across the globe is to overcome the language barrier. Google Translate is not a solution for that.

Instead, make writing multilingual copy a mandate for your email campaigns. Build a team of native writers, depending upon the geographies you serve, to do that.

There are three things to be considered in a copy:


Sephora’s welcome newsletter content exemplifies how major copy checks in different languages can make a difference.

The American newsletter keeps it casual by sticking to a brief about what the subscriber can expect in the coming weeks and shares links to their online store and Beauty Insiders club.

The Italian version, on the other hand, has a detailed welcome message, promotes an ongoing offer and shares social media links. You will notice how the majority of the product categories are actually in Italian.

The main aim of the newsletters is to welcome a new subscriber. Both versions do that but with different messaging.

For instance, Western culture encourages being direct in a conversation. In case of a disagreement, everyone’s views are clearly communicated and taken into consideration. However, in the African culture, expressing one’s opinion to an elder and directly disagreeing is considered to be an act of disrespect.

Subject line

Want to pitch your target audience in their native language? Keep your subject line short and simple. What may occupy 50 characters in English can take up more than 80 characters in a different language.

For example, “Try our new product” in English is four words. In Japanese, the same is “私たちの新しい製品ラインを試してみてください” while in German it is “Probieren Sie unser neues Produkt aus”. You need to take this into account and create different subject lines for different languages.

Call-to-Action (CTA)

Just like subject lines, CTAs can also become longer when translated into another language and this can pose a problem from a design perspective. Therefore, use those words that are not only widely accepted in the target country but also fit aesthetically in the email.

2. Website and email aesthetics

To deliver an impactful localized email campaign, focusing on the following elements apart from the text is essential:


An average American customer will be okay looking at bikinis in a newsletter but the same is considered offensive in the Middle-East.

Similarly, if your email contains images from a beach and it is targeted for a landlocked country, it won’t do justice to your subscriber’s imagination.

Therefore, avoid imagery that may instigate a negative or no response from some parts of the world.

Colour palette

Colour is perceived differently across the globe. While white is associated with purity and holy matrimony in the US, it represents death in India. Use colours that appeal culturally to the target country.

McDonald’s around the globe uses different color palettes for each country. For example, in India, where red is an auspicious color, their website uses a saturated hue of the colour in the background as compared to other country sites where it is used only as an accent color.

Therefore, identify what different colours and imagery mean to a target country and build your visual content around that.

3. Timing matters

Sending an email with an excellent offer when it is too late for someone to use that offer is never a good idea. That’s what La Tasca, a UK-based Spanish Tapas restaurant, did. They sent an email, offering 40% off all day Sunday, to their subscribers.

Unfortunately, the email blast happened on the day of the offer, at 10:39 PM. The delay was due to a technical error but the incident teaches a lesson to companies and marketers – ‘time is of the essence.’

When it comes to sending emails abroad, you should factor in seasonality and work schedules for an effective campaign. Imagine sending a winter sale email to your target audience in Australia when they are busy enjoying summer.

Do your research. You don’t want to be ridiculed only because your treatment towards Australian and American markets was not different.

4. Selecting a local translator

Finding and working with a local translator can be difficult but the results are definitely worth the effort.

Here’s what you need to keep in mind:

Look for the experienced

When hiring translators, look for people with extensive experience in translating content in your industry. If you plan to do email campaigns in Poland, then your translator should be familiar with the Polish language and ITU law.

Ask for their portfolio

Ask for previously translated or sample works and get them cross-checked by a native speaker.

Multiple translators may make it worse

To avoid chaos, work with only one translator to maintain consistency across multiple digital platforms. Too many translators mean too many opinions and that can put you in a state of frenzy.

Sharing a context is always helpful

Giving context about the email campaign to your translator will help them in writing effective copy. Share the email template with the person so they can see how much space they have for adjusting the length of the copy.

Lastly, educate them about the brand guidelines, style of writing, message tonality and more for the faster turnaround of error-free work.

Email campaigns are time-bound and you should make sure your content and localization teams are working in sync to meet deadlines.

Human Translators vs Machine Translators

Context is a crucial part of the translation. Which means that the context should be preserved when the copy is being translated. Additionally, the culture of geographies vary based on the countries being targeted. This means words, dialect, colours, symbols and visuals can all have different meanings in different countries.

Let’s compare machine translation and human translators.

Human translators, on the other hand, have an upper hand over machines due to their ability to process all possible sentence structures and relevant words to reach a particular context. They localize the text based on the regional dialect, culture, grammar and norms.

Machine translation is preferred to translate general meaning content, content for the company’s internal purpose and when it is further going to be refined by a human translator.

Google Translate would help you assess the response from new geography, but when you’re launching a brand, hire human translators to localize your content to the native language.

Over to you

The number of non-native English speakers continue to rise. Sadly, 58% of small businesses don’t localize their emails for international audiences and instead take the one-size-fits-all approach.

The overall value offering of the product or service can be affected negatively if the messaging doesn’t appeal to the target audience. By sending localized emails, you open doors to communicate with people in their own language, which consumers will like and appreciate.

Localization improves customer experience, increases engagement and boosts subscriber loyalty for any brand.

You will be able to grow your business through localized email marketing faster.

The Key Components Of An Effective Contact Strategy

Five steps to creating a 1-2-1 marketing plan that will generate results

Customers sit at the heart of every business. Whether you’re a sole trader or a large corporation, how you interact with your customers helps define who you are as a brand. It’s therefore important to determine how you interact with customers and outline the type of messages to communicate at different stages of the customer journey.

Some businesses are more focused on marketing to existing customers than others. Companies within the FMCG sector, for example, will be more interested in reaching all buyers within a particular category via mass marketing. As a result, Coca-Cola, P&G, and Unilever will have a smaller database of ‘loyal’ customers to reach out to businesses within the banking or telecommunications sectors where customer relationship management (CRM) plays a much more prominent role within the marketing mix.

Businesses that see the value in customer relationship management must have a clear plan as to how they will communicate with customers and how this will ultimately link to the broader business goals. A contact plan or contact strategy sets out the parameters for how you will contact and communicate with customers to build an effective on-going relationship.

What do we mean by ‘contact’?

In this context, ‘contact’ can be defined as any existing customer or prospect for whom you hold information and have the express permission to contact via different channels. These channels could include telephone, email, mail, or social media.

The introduction of GDPR in 2023 means that there are now much stricter rules for how businesses obtain marketing consent. Individuals must have the right to withdraw consent at any time and there is a presumption that consent will not be valid unless separate consents are obtained for different processing activities. This means that all businesses must obtain contact information correctly and be able to prove that consent was given in a case where an individual objects to receiving the communication.

Lead generation

Recording details at the point of sale

Promotional events

Opt-in forms on your website

Once this information has been gathered, it should then be documented, ideally within a CRM system so that it can be organized to shape future communications.

Some of the main benefits of obtaining customer contact information including:

Better quality data

Greater relevance of content

Personalized communications

Reduced business risk

Better quality customer insight

The importance of creating a contact strategy

Building a list or database of customer information is all very well, but it will mean nothing unless you have a clear plan for how this will be used. A contact strategy will enable you to optimize the customer experience for different customer segments and give you the ability to deliver the right message at the right time, across a range of different channels.

Here are five key components of an effective contact strategy:

1. Know your customer

You can organize your customer contact data in different ways:

Segment – split by demographic, value, or behavior.

Lifestage – based on the length of relationships with different customers.

Persona – different customer types based on needs and motivations.

2. Outline your objectives

It’s important to establish your objectives from the outset so that you can plan, execute, and measure the performance of your contact strategy. There are three different types of objectives to consider:

1. Business objectives, e.g.:

Increase profit growth by x%

Increase market share by y%

2. Marketing objectives, e.g.:

Increase sales by x%

Increase brand recognition by y%;

3. Communication objectives, e.g.:

Increase the frequency of consumption by x%

Increase household penetration by y%

Increase association with platform/ moment

If you have an objective to increase cross-sales, a contact strategy can play a key role in identifying customers who are likely to have a high propensity to take out a complementary product, e.g. promoting a savings product to a customer that holds a mortgage.

However, if there is instead a larger focus on increasing brand recognition, the contact strategy may play a less significant role, as broadcast activity (such as TV, print, and out-of-home) will drive greater brand recognition.

3. Review the customer journey

Although a customer journey is rarely linear, it’s still important to map out the journey from your business’s perspective and the different elements that will impact the customer at each stage.

This exercise will enable you to:

Understand how the customer sees themselves at each stage, e.g. our definition of ‘active’ and ‘non-active’ may not align with customers’ perceptions of their relationship with your business.

Identify key communication and content needs at different stages of the journey.

Align contact with different customer types (personas), segments, and life stages.

4. Set out your guiding principles and rules for contact

It’s important to be clear about how and when to use different communication channels and the reasons why. The goal should be about building depth in your relationships with customers and therefore contact rules help strike a balance as to when and how often you contact customers.

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The CRM company Conduit suggests that effective contact rules have five features:

Segments – Build rules around customer segments to ensure different needs, barriers, and relationships of customers are reflected in your contact strategy.

Offers – Test different offers by setting contact rules for each:

Who is eligible?

Are some offers more important than others?

Location – Vary contact by location (markets and regions) and online/offline.

Communication Channels – Set rules for the channels that you are going to use and when.

Frequency – The frequency of outbound communications is key. Build the contact strategy around campaigns and events and identify data-driven triggers to deliver personalized experiences.

5. Define your measurement principles

About your business, marketing, and communications objectives, be clear as to how you intend to measure the performance and results of your contact strategy. Set up a measurement framework and outline the key metrics you will track.

Some common metrics to measure include:

Customer retention

Visits and orders per customer




Response rate

Customer lifetime value


The opportunity to identify, track, and market to existing customers is one of the core tenets of any marketing strategy. Whilst some brands will be more focused on existing customers than others, for most, it’s essential to have a clear understanding of who your key customers are and how best to communicate with them.

An effective contact strategy will set out the parameters for how you will contact and communicate with customers in order to build an effective on-going relationship. Every contact strategy will be different but there are some key traits and components to include.

At the very least, it’s important to understand how your contact strategy aligns with your broader business and marketing objectives and how you will measure performance. But of course, the customer is king, so a detailed understanding of who they are and their typical customer journey will enable you to set the principles and rules for how, when, and how to contact them.

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