The Line Between Service And Stalking

Chad White

Consumers have cited “too many emails” and “irrelevant content” as their top reasons for unsubscribing for years and years now. An email experience that’s more personalized in both content and cadence is clearly the answer, as evidenced by the huge ROI that most triggered emails generate. However, the email experience has become more complex because marketers have new sources of data from which to personalize that experience.

Expressed and implied preferences are the building blocks of content strategies. Expressed preferences are those that are explicitly and directly indicated by subscribers...

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