Recalibrating Your Digital Messaging Infrastructure, Part 1
Companies that can interact with customers across messaging channels in this way — i.e., changing to suit preferences and circumstances — will be well-positioned to keep customer satisfaction high and increase lifetime value. Marketers siloed in an email-only organization with an email-only infrastructure are at a big disadvantage as their customers continue to embrace messaging across channels. The challenge is putting in place an organizational and infrastructure solution that facilitates holistic messaging so you can reach out to your customers through whichever channel they prefer.
In part two of this series, which will appear in the Nov. 4 issue of eM+C Weekly, I'll discuss what to look for in a holistic messaging infrastructure solution, including things that should be on your shopping list, why they’re important and ways to test them.