Shelley Kessler says, “As an email marketer, more is being asked of you today than ever before. On one side, your boss [and/or board] is demanding more in the form of direct revenue contribution. Data from The Relevancy Group’s most recent executive marketer survey highlights that you’re stepping up to that challenge. As the graph below indicates (Figure 1.), nearly one in four executives report that their email channel drives more than twenty-five percent of their overall revenue (astonishingly, this is nearly double the number who reported the same just two years earlier).

On the other side, consumers are demanding more from you as well. As they interact with you [and with each other] across more channels, and on more devices, they increasingly expect you to acknowledge their behavior [previous purchases, loyalty status, channel preference] and react in real time with highly relevant messages”.

Five keys to driving effective analytics in 2016

‘Experian Marketing Forward’ Blog

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