Email Marketing: Be Relevant or Continue Leaking [Video]

Editor’s note: Target Marketing and MarketingSherpa are teaming up to bring you some excellent videos about email marketing, fresh from the MarketingSherpa Email Summit. Check out the preview interview below, then sign up here to see the full session and more from the summit, completely free.

Relevancy can’t wait for email marketing programs to be perfect. Marketers should add relevancy now, says Shawna Dahlin a senior email marketing manager with the Microsoft Store. She sat down to discuss that and more with MarketingSherpa reporter Courtney Eckerle. Some highlights:

  • Why relevancy matters before email marketing programs are perfectly organized and implemented: “A lot of us have leaky buckets,” she says. “And people are dropping off every time we communicate with them about something that they don’t care about.”
  • A tip: Using data makes communications more relevant to customers because they feel a little less like they’re one of a million, “like they’re being talked to by a person.” People buy things from people, not from a company.

To hear Dahlin’s full session, as well as all the other great sessions from the Email Summit, just register here.

Heather Fletcher is senior content editor with Target Marketing.