Email's Value Remains Strong, But Could It Be Better?

Stephanie A. Miller

What if we could use all the data that we have to improve our email and digital marketing? That’s what this Monetate infographic, “Intelligent Email Marketing That Drives Conversions,” inspires—the idea that responsible data-driven marketing creates amazing subscriber and visitor experiences (scroll down to check out the infographic). So why not tap everything you know to customize the experiences you push out as messaging? (Without being creepy, of course!)

No marketer wants to send out boring, ill-timed, or poorly formatted messages. Yet, we often do because we don’t take the time to use the data we have. We may honestly think that what we send has universal appeal. We may think, “Everyone loves a sale!” Or, “Our bestsellers make the best gifts!” Yet, we know from response rates that segmented messaging—across channels—has a greater impact.

In the end, consumers (and our sales figures) win when we use the data we have to customize offers not just by the segment (e.g., men, under 40, live in NY, and drive a BMW), but by their behaviors...

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