Email provides the wedge into customer-obsessed marketing

Every day, demanding customers, unforeseen competition, and disruptive new technologies hammer home that we have entered the age of the customer, where established business operations don't work. Yet most marketing functions still rely on decades-old methods that undermine their ability to create post-digital brand experiences and help their firms become customer focused.

Email provides the wedge into customer-obsessed marketing. Every day, demanding customers, unforeseen competition, and disruptive new technologies hammer home that we have entered the age of the customer, where established business operations don't work. Yet most marketing functions still rely on decades-old methods that undermine their ability to create post-digital brand experiences and help their firms become customer focused. Email marketing – the workhorse of the marketers’ toolkit – can provide a way to launch customer obsessed marketing at your firm, if you use it as more than just a promotional vehicle. Marketers need a more advanced email marketing program. 95% believe they would benefit from it. 64% agree that they use their email marketing program as a strategic asset for innovation.But it’s difficult to achieve. 91% experience challenges, including lack of budget, vision, and cross-collaboration.

Smart CMOs recognize that it is time to pivot their marketing function around the customer, rather than transactions, sales, their brand, or day-to-day operations. But, they don’t know how to start.