Today's marketer faces the complex challenges of meeting the expectations of connected consumers in order to stand out in a cluttered inbox. Customers, now adapted to instant gratification, have come to expect immediate response and personalized messaging as prerequisites to engagement. This sentiment has emerged similar to how online shoppers have come to presume the immediacy of purchase fulfillment; an expectation that delivery of purchase can be fulfilled by the next day, or even as quickly as same-day, in certain situations. If customers are interested in a product or service, they want to use that promotion or find out more information in that exact moment.
Today's savvy marketers have a responsibility to engage with customers effectively, across multiple channels and through diversified, personalized messaging. Despite the proliferation of social media platforms and the noise around them, email remains the leading marketing channel, as a $6.5 billion industry worldwide.