Alternative marketing thinking

iCONTRACT

Improving email marketing with unified profile management

Email is the centre of most marketing strategies these days. And because it is used so much, we have seen a dip in the effectiveness of the medium. Open rates are plummeting and so are response rates. With modern Email marketing tools, it is possible to improve customization and thereby improve engagement. DM News writes that Universal Profile Management is a new approach that is being used to gather and manage multiple data points, thereby offering to increase the success rates of Email campaigns. Through a series of available data points like past purchase history, customer data, survey responses and increasingly nuanced services like web analytics to capture online behavioural data, the hope is that marketers and consumers will be able to get more from Email communication. More in DM News.

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