Email creates a doorway for dialogue and data capture

Share this content:
Rusty Warner
Rusty Warner

Compared to traditional communication vehicles, email marketing has the potential to create powerful customer interactions at a fraction of the cost. Yet many businesses fail to see measurable results from their email marketing efforts. Company managers too often view email as a cheap delivery vehicle for traditional marketing content, instead of recognizing its unique value as a customer engagement tool.

At its core, email should serve as a doorway that invites customers into an ongoing dialogue with your brand rather than a place for dumping disconnected or poorly integrated content into your customers' lives. If your emails aren't advancing conversations, your campaigns will struggle to gain traction with your audience.

Effective email marketing recognizes the importance of measuring outcomes and engaging customers at a personal level. One example is Princess Cruises' marketing strategy, which calls for tactical emails to fill empty cabins and strategic emails to penetrate new markets. Using Alterian's Dynamic Messenger solution, Princess Cruises leveraged high-level analytics and message tracking to generate personalized content that dramatically increased customer engagement and response levels.

Multichannel data capture is critical to your e-mail marketing efforts. Instead of relying on bulk, impersonal email messaging, use the data you collect to create a segmented picture of your audience and then leverage it at the level of the individual consumer.

When it was time for an overhaul of their online customer loyalty program, Best Western identified the need to integrate their email marketing efforts with their brand's loyalty strategy. They turned to Alterian for assistance in segmenting and analyzing data to generate targeted and personalized e-mails for loyalty program participants. The outcome was a 40% increase in email click-through rates and a 30% ROI.

Marketers need to take a closer look at the role of mobile technology and social networking in brand strategies (and email campaigns). Impersonal, generic emails are often ignored by mobile consumers and social networking users, underscoring the need for segmented, personalized email campaigns that reinforce the brand.

Rusty Warner is the VP of product marketing at Alterian. Reach him at

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above