For leading athletic retailer Finish Line, a memorable customer experience means focusing on product, presentation and people.
During MarketingSherpa Email Summit 2015, after presenting his session on “What Customers Want,” Erin Hogg, Reporter, MarketingSherpa, interviewed 2015 MarketingSherpa Best-in-Show Award Winner, Aaron Buchanan, Digital Personalization Manager, Finish Line. His session presented marketers with information on how they could turn basic segmentation practices into highly personalized, multichannel campaigns.
In this day and age, it is very clear to see why 77% of consumers prefer to receive the majority of their marketing communications through email. And while it would be ideal to create one quick email blast to all your customers, personalized email communication is an important element in gaining and keeping subscribers.
That does present a challenge to marketers, because not everyone has the same interests or needs even if you have a general product.
In his interview, Aaron walked through ways marketers could create a significant email experience for customers. By following a few of the tips below, you can also build better engagement with your customers.