Magazine Article | March 26, 2012

Email Strategies For The Mobile, Social-Minded

Source: Oracle + Bronto

April 2012 Integrated Solutions For Retailers

By Matt Pillar, Editor In Chief

The converging power of social channels and consumer mobility force immediate change to your email marketing tactics.

The science and strategies that drive successful email marketing are vastly different today than they were even 12 months ago. Joe Colopy, CEO at Bronto Software, explains the new rules of email engagement here.

Email marketing is a cluttered space where gaining the attention of the consumer is increasingly difficult. What tactics should retailers employ to stand out?

Colopy: With email marketing being a cluttered space and people being bombarded with social, display, and mobile marketing messages, it is more important than ever to make sure emails you send are timely and relevant. In the past, being relevant meant using basic subscriber profile information for segmentation, dynamic content, and personalization. But now, marketers should be using not only profile data, but also purchase and behavioral data to send emails that relate to who they are, what they buy, how they shop, and what they are interested in.