Combining offline and online data can help in personalised email marketing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 27, 2019, 4:02 PM UTC

80% of people are likely to do business with a brand that provides personalised experiences.

Cross-examining marketing strategies can help brands create a purposeful brand experience and build trust among consumers. Marketers should integrate offline and online data to create a personalised email experience that aligns with the brands marketing objectives.

This piece says that providing consumers with real-time offers in emails can help customers with their purchasing decisions. Marketers can further personalise emails with subject-line, live content and social integration and create meaningful conversations with the customers.

The author contends that eliminating communication silos can help brands unify their teams to create a centralised and omnichannel method towards the customer journey. Defining business objectives and aligning them with key metrics can help create a personalised email marketing strategy with consistent interactions.

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