Keep eye on entire digital spectrum

Email has long been established as the killer outbound channel for providing customers with relevant and personalised content but it should not be used in isolation (MW 6 October). To keep customers engaged at all points of the buying cycle, marketers need to ensure they monitor customers’ interaction across the digital spectrum.

Only with permission can brands learn what makes customers tick so they can communicate in a relevant and engaging way, while developing segmentation strategies will ensure that brands can take channel preferences into account.

For example, users who browse via a 3G phone might benefit more from mobile enabled emails, whereas users who use share-with-your-social-network links in emails will be more receptive to a socially-enabled campaign.

When it comes to communicating with customers, nothing works better than sending the right messages to the right people at the right time, but it is now also about engaging with consumers through and across the right channels.

Simon Robinson

Senior director marketing and alliances EMEA, Responsys