Marketer's Guide to Effective Email: Part 4
It’s easy to forget – email marketing is part of a brand’s Integrated Marketing Communication (IMC). The best email marketers see email holistically along with mobile, social and offline marketing. The broader our vision of email, the more successful we can be in the eyes of the customer. The customer sees brand not channel. How does email integrate with Customer Service? Field sales? Store associates? Each of these touchpoints can- and should trigger an email. If we ignore this, we will never get off the wheel of batch and blast and our customers will become numb to email communication.