Commentary
Email: One customer but lots of journeys
- by Wayne Friedman , Staff Writer, April 24, 2014
It isn't just one email “journey” but several different types of interactions for
customers with one company's email marketing.
Speaking at the MediaPost's Email Insider Summit, Joel Book, principal of marketing insights of ExactTarget, says one-to-one marketing campaigns are more complicated
these days when it comes so-called “customer journey management”.
“When you are dealing with an individual is not about
one journey one customer, it can several different journeys," he says.
Book says this happens over the long period of
experience with a brand. He says those managing those individual journeys more effectively means higher response rates.
Wayne Friedman is West Coast Editor of MediaPost. You can reach Wayne at wayne@mediapost.com.
