There is much to be said about the data deluge that marketers face today. However when it comes to the email channel, data provides an opportunity for marketers to create their ideal engagements with customers.
Email continues to thrive as a vital touchpoint in the customer journey. However, the number of touchpoints is constantly expanding. Consumers today engage with brands via email, social media, online display, websites, mobile, in-store displays and more at various stages of the marketing funnel.
Today’s consumers communicate in real-time, across an abundance of channels in the physical and virtual worlds; making relationship-building efforts for brands more complicated than ever before. These digital savvy consumers also expect more personalized and engaging relationships with their brands of choice. It is no longer about push messaging. It is about pull to drive higher degrees of personalization.