Source: ReturnPath
As marketers, we often refer to our audience as users, customers, subscribers and segments. While convenient, this way of thinking can influence perceptions, impact communication strategies, and create a disconnect with those we’re trying to reach. We aren’t sending snippets of code to segments in a database; We’re communicating with other people as they navigate through their daily lives.
As we build out our programs and content, it’s critical to recognize that the people on the other side of our emails have individualized needs, goals and desires. By creating interesting, relevant and engaging email experiences, we can compel higher conversion rates, increased brand affinity and extended lifetime value.
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