Integrating email marketing with an organisation’s other digital channels is key to a unified communications strategy. This chapter looks at ways that businesses can achieve this. It covers:
- Ownership and prioritisation: As an organisation’s communications become increasingly complex, how can assigning channel ownership help minimise potential clashes?
- Individual targeting: What integration is necessary to achieve dynamic email personalisation, and what are some typical behavioural triggers and responses?
- The ‘emotionally unsubscribed’: Managing inactive subscribers is a complicated matter and may not be as simple as removing them from the list. What are some steps brands can take to minimise drop-off and maintain engagement?