As ESPs (email service providers) make further moves towards becoming complete MCRMs (marketing customer relationship management tools), more consumer data will be gathered into one central place. From e-commerce stores, email campaigns, email automation, social posts, social ads, retargeting campaigns, web forms and other sources; data will become the backbone of your digital marketing, allowing you to follow consumers across platforms and multiple devices.
Using behavioural data, alongside demographic data, you will be able to analyse and map your consumers journeys, using an omnichannel approach to ‘connecting the dots’ and creating campaigns that bridge between channels based on a single objective.
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This article is from our white paper ‘The Future of Email’. To download your free copy, head to https://mailninja.co.uk/the-future-of-email