As marketing budgets are being reallocated from traditional media to digital channels, many email marketers have a real opportunity to drive program optimization. Our clients hear a ton of chatter around “sexy” email concepts like heat mapping, social media, Web analytics integration, etc. All of these can offer incredible value to a marketing program. However, I would argue that the real optimization opportunity lies in the way you leverage customer data.
As email marketers anxiously wait for the “thaw” of winter and the economy, see if you can take some of those dollars that your organization had spent on TV and direct mail and use them to optimize the following..
Database of Record
Creating a Data Mart for Email
Connecting to Business Applications Across the Organization