Editor’s note: Target Marketing and MarketingSherpa are teaming up to bring you some excellent videos about email marketing, fresh from the MarketingSherpa Email Summit. Check out the preview interview below, then sign up here to see an excerpt of the session and more from the summit, completely free.
When email marketers start digging into data, the temptation is to use it all, says Aaron Buchanan, a digital personalization manager at Finish Line. “But you've really got to start elevating priorities and make sure that you focus on knocking out the best opportunities first," he tells MarketingSherpa reporter Erin Hogg. More highlights from the “Creating a Relevant Email Experience for Your Customers" video include:
- When marketers monitor customers' site activity and interaction with their emails, those customers are raising their hands, elevating their importance to the brand on their own, he says. “From there, you can blend what that customer's telling you those touchpoints are with business priorities to make sure that you're focusing on the right things,” Buchanan says.
- Tip: Start small. For instance, optimize abandoned carts.
To hear Buchanan's excerpt, as well as all the other great sessions from the Email Summit, just register here.