Using email to curate one-to-one relationships with customers
Columnist Scott Heimes believes marketers need to choose the right marketing technology to help them leverage data that will deliver personalized experiences to customers through email.
Many marketers understand the challenges of connecting with customers, yet some still prioritize promotions and advertising campaigns over what customers actually want and what the brands they serve strive for: one-to-one conversations and enduring relationships with consumers.
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.