Email marketing survives as a long-form marketing tool. According to recent surveys, more and more marketers are planning to spend more on email marketing services.

Martech Today columnist Scott Heimes advises marketers to leverage data that can deliver personalized experiences to customers through email.

Heimes says, “Brands are increasingly relying on technologies that enable one-to-one conversations with customers, yet still struggle to personalize their communications to foster strong and enduring customer relationships.

Fostering meaningful customer relationships through personalization

Email marketing is one of the most effective media to develop meaningful, one-to-one relationships with customers. Personalization is more important than ever for marketers, especially within email campaigns. But while email is one of the most popular forms of communication for businesses, marketers are not using it to its full potential.

Marketers need to remember that all relationships are give and take. While consumers find value in a brand’s products, the products alone do not provide the deeper connection to that brand”.

Using email to curate one-to-one relationships with customers

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