With changing customer expectations and emerging technologies dominating digital marketing, a comprehensive communications strategy is essential for successful email marketing programmes. This chapter summarises key findings from Econsultancy’s guide on the subject, including:
- The email audit: Useful for prioritising next steps and identifying opportunities for short- and long-term gains, how should email audits be carried out?
- Helpful email marketing: A strategy based on delivering valuable content to the customer, what practices can marketers implement to make their emails ‘helpful’?
- Loyalty programmes: With brand loyalty schemes often existing on a separate plane to email marketing, how can these two marketing spheres become aligned for mutual benefit?