Kevin Mabley (SVP Epsilon): capturing preferences is the key to relevance

In this post by Epsilon‘s Kevin Mabley, customer and recipient preferences are the center of the (email marketing) relationship. We publish it with many thanks to The Email Institute.

The days of batch-and-blast marketing are over. Today’s savvy consumers want—and expect—the commercial communications they receive to be timely, relevant and based on their previous interactions with the brand or program.

They expect marketers to know what interests them and provide customized offers and information based on these interests, both explicitly stated through preference centers and implicitly stated through past purchases and previous interactions. The good news is technology is available to facilitate this activity, and marketers certainly are capable of providing content that meets consumer needs.

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Email marketing deliverability: 25+ tips to reach the inbox

Deliverability Yesterday, I posted about the strange findings from Econsultancy regarding email deliverability, so I decided to make a follow-up post with over 25 tips.

They come from several posts and interviews on this blog. You will find the links to those posts below.

So, after you have read this post you can go and check them all out. Or you can simply go through our email deliverability section. Here we go.

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