Email Offers Platform For Consumers To Share Information

In his keynote address at the MediaPost Email Insider Summit, Evan Shumeyko, the Global Director of CRM for OgilvyOne, suggested multiple times that call center operations could be an underappreciated asset for marketers. They offer a front-line communications platform.

At American Express, for example, Shumeyko has worked on setting up a system where call-center employees can send out targeted emails to individuals as conversations end.

Separately, he said email provides touchpoints that can be far more valuable than social media because consumers will share information, which he tells email marketers "gives you a leg up over social." But he said email marketers can work with social experts to help them think in terms of data and information capturing.



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