New York, NY
DM News
April 21, 2008
As e-mail becomes a strategic customer relationship channel, marketers need to determine whether in-house software or self-service e-mail service providers (ESPs) are best. The answer may be determined with an assessment of your level of marketing maturity. How do you plan to evolve your use of e-mail in terms of personalization, and coordination with other channels?
To be used as an effective, strategic communications tool, e-mail must evolve beyond typical ESP-driven "batch and blast" scenarios to support more personalized, interactive, real-time and behavioral-based communications. This evolution requires companies to replicate complex transactional, attitudinal customer data and provide for rich, data-driven offer management and dynamic content.
These requirements are best supported by an in-house enterprise marketing platform that does not only execute e-mail campaigns but also automates and unifies core marketing processes in one system of record. Marketers using ESPs ultimately struggle with decreased control over their e-mail campaigns, increased costs and time-to-market constraints.
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