by Carl Sednaoui
Director of Marketing, MailCharts
Subscribers don’t want to deal with irrelevant messages. They’ll scroll past, delete, or unsubscribe from your messages if you fail to make a meaningful connection (and if they can’t unsubscribe quickly, they’ll click the “mark as spam” button and hope that stops your emails from coming).
Truth is, marketers have more data than they realise; they have to figure out how to make the best use of it. This is why many ESPs are starting to add data integrations to enable marketers (even those with small technology budgets) to use their customer’s data to send personalised and relevant messages.
But it takes more than mail-merging the first name in the subject line to show your customers you know something about them. By leveraging the information they’ve explicitly given you (gender, home address, product preferences, etc.) along with their on-site behaviour you’re more likely to send the right message at the right time.
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