Chief Marketer
January 3, 2012

Don't Make Email Marketing a Siloed Experience

A siloed approach to email marketing and campaign management only leads to customer fatigue and frustration. Organizations that tear down these walls and deliver a relevant, seamless, cross-channel customer experience will be rewarded with share of mind—and wallet.

Back in the 1990's when email was just starting to catch on, email service providers emerged to support new fledgling email marketing teams, which used the external service to outsource message delivery. Since email marketers at the time hadn't progressed beyond the 'batch and blast' mentality, it was relatively easy to cut a list and then use the ESP to broadcast their campaigns.

The technological silo created by ESPs, however, has helped reinforce the functional silo, making it progressively harder to integrate email with other channels and deliver a relevant and consistent cross-channel customer experience.

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