Jared Kreuz, senior manager of direct marketing at Zoro (left) and Marion Price, Email Marketing Manager, NA eCommerce at Lenovo, presented on "Takeaways of the Hair-trigger Harriets" at Tuesday's Email Insider Summit.
Price drew up a list of ways to make the best use of automated email:
1. Find your North Star using a personalization engine.
2. Find out what's in your tech toolbox in order to use it to its fullest capabilities.
3. Know your people, their purchase data and relationship to your brand.
4. Layer it, in order to make triggers more effective, layer in personalization and knowledge.
"Starting from the bottom and layering up leads to your North Star," said Price. "Find your goal and work backwards."