‘Email as a springboard for data-driven marketing’ – Experian
Andrew Werner says, “A recent survey from The Relevancy Group shows that marketing executives view email as the most trusted marketing channel for revenue generation. I work with clients every day that are driving real business results from their email programs. But it’s not as easy as hitting send. The email programs that drive results are the ones that take into consideration the customer’s entire journey, preferences and motivations. That’s why, rather than viewing email as a standalone channel, we need to think of email as a springboard for data-driven marketing and cross-channel opportunity.
Email marketers have access to a wealth of data about their customers’ behaviors – now imagine how powerful that data can be when it’s coupled with data from other marketing channels (like mobile, social, even display advertising) and contexts (like time of day, loyalty status and preference data).
Beyond email basics: Email+
“Email+” is a call to move beyond the basics of email marketing and begin incorporating other data sources and interaction points. When you do, it becomes possible to have truly cohesive conversations with your customers”.
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