Good email campaigns absolutely require positive and consistent brand experiences, experts hammered home to attendees of MediaPost’s Email Insider Summit on Friday. “If [customers] open
an email piece and it looks very different than their cruise experience, that’s not a good thing,” warned Roger Foisy, Senior Manager of Email Marketing at Carnival Cruise Lines. If
nothing else, “the experience is a very sensible driver,” Ilana Rabinowitz, VP of Marketing at Lion Brand Yarns, agreed. As Wacarra Yeomans, Director of Creative Services at Responsys put
it, email marketers have to remember: “You’re a brand first, and a channel second.”