August 28, 2008, 12:00 AM

SPONSORED SUPPLEMENT:E-mail marketing: Sweating the details to create success

(Page 4 of 4)

“Integrating data sources so that more marketing offers can be driven into all the e-mail streams the retailer uses to touch the customer is something retailers need to be looking at more closely,” says StrongMail’s Deutsch. “Retailers are going to need e-mail technology providers that can reduce integration issues through direct connections between their data sources and e-mail applications.”

Finally, retailers must ensure that their messages actually arrive in customers’ inboxes. “The trend toward outsourcing e-mail delivery is going to continue because many retailers lack the resources to keep pace with the changes in the market that can affect deliverability,” says Adams. “Outsourcing e-mail delivery is becoming a competitive necessity.”

The coming changes in e-mail technology and the increasingly competitive nature of the marketing medium will make it more important than ever for small and mid-sized retailers to choose the right e-mail marketing partner.

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From The IR Blog

FPO

Wendy Wallner / Mobile Commerce

How retailers can make their mobile apps ‘stickier’

An app should be the easiest way to make a purchase, and offer other benefits, ...

FPO

Emily Carrion / Mobile Commerce

5 ways retailers can spiff up their mobile apps for the holidays

Effective apps not only boost sales, they provide an easy way to obtain customer feedback.

Advertisement