Commentary
Think Customer First: Conversion Tips From European Email Marketers
- by editor , June 26, 2017
David McKean, member marketing manage at Zipcar International, says that marketers should talk about what the customer is interested in and then fold their product into it. For instance, Zipcar sends emails recommending kayak trips to fans interested in the outdoors and then suggests how a Zipcar can help them get to the river.
Marjon Leggedoor email marketing manager at ABN AMRO advised audience members to not assume that a customer wants to know about a certain topic. She said that just because your team thinks it is a good idea, it may not be for customers. She says marketers should always test and look at the data to be focused on the customer.
Steven Lunniss head of CRM development and delivery at Wowcher and LivingSocial UK suggested that marketers focus on getting consumers to open emails since
sales are generated once the message is actually opened. He also told marketers to look at behavior and not necessarily preference centers when sending emails.
