Automation is making email central to measuring the customer journey, yet it still measures "bounce" and "open" rates rather than conversion scores.
Retailers need to get away from legacy days of emails shifting stock so customers are shown what they want, not what the retailer needs to shift.
Identifying shoppers cross-channel is putting email in the limelight, where it belongs.
By ignoring customer emails and concentrating on social, brands risk the expense of replacing previously happy customers.
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