What needs to be done to bridge the gap between ordinary email marketing and best-in-class email marketing?
I’ll be taking a look at our recent report, Bridging the Gap in Email Marketing, written by Morag Cuddeford-Jones and in partnership with Pure360, in which interviews were conducted with digital marketing professionals across a range of businesses, exploring the challenges and opportunities for marketers who are committed to taking their use of email to the next level.
As the report reveals through its interviews, to ‘go up a level’ in email marketing actually means the necessary act of going down a level. Many levels in fact. Drilling deeper and deeper into data, into the organisation and deeper into the customer’s needs to deliver effective campaigns.
There are four key areas which need to be explored; mobile, personalisation, automation & integration, and data. Here we’ll be taking a look at the latter discipline.