Commentary

Stay Focused on Consumer Temperatures

On the panel about "How You Can Truly Move the Needle on Email," Brad Bacon, the distribution director at the Weather Channel Interactive, warned Summit attendees to avoid focusing too much on the advertiser with email programs.

"We've made the mistake before," he said, "(where) in retrospect, several years back, we kind of took an advertiser-focused approach to building out an email program that we could monetize."

He added: "We have two customers we serve … the consumer through any and all channels and the advertiser ...

"Beware of focusing your efforts solely on the advertiser … because you're really not going to make your consumes happy that way."

Return Path's Stephanie Miller, the panel moderator, added that if consumers are happy, advertisers will be too.

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