Ashley Johnston

VP of marketing for Experian CheetahMail

Most Recent Articles by Ashley Johnston

Assess the impact of your social and email programs

Assess the impact of your social and email programs

Social media has turned email, an established channel for most marketers, into an exciting new frontier for marketing testing, learning and optimization. By tapping social insights and integrating social and email programs, both programs are strengthened and the customer dialogue is enhanced.

Customer dialogues take relevance a step further

Most progressive marketers know that relevance is essential to driving strong customer response. To move to the next stage in customer engagement, deepen loyalty and encourage brand advocacy through e-mail programs that are not only meaningful, but connected to an integrated marketing strategy.

Responsible e-mail should be marketers' next main focus

With "relevance" now part of marketers' everyday vocabulary, our focus should shift to the tactical elements of relevant marketing — i.e., responsible e-mail. While the channel's appeal can't be ignored, it must be approached with caution and responsibility. This is where some brands fall short.

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SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...