so will your program.
I’ve been very fortunate to have worked for a few companies that had their data figured out. We’ve either had too much (never a bad thing) or just enough. With too few facts about your customers it’s nearly impossible to strike up a meaningful, relevant conversation. The same applies to your email program. And with email it’s all about EOI (Expressions of Interest) these days. Positive ROI has been and always will be part of email, but to genuinely strike interest with your customers you have to be relevant… and timely.
Neither are easy to accomplish, but if you have a well thought-out, scalable data set, you’re half way there.
Over the next weeks we’ll walk through some best practices as far as what types of data are key to creating a successful email program. I’m interested to hear what challenges you’re facing with your current program and any steps you’ve taken to fix or enhance your current system.
