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Just as a shopper’s habits and needs are unique, so too are the many ways brands approach onboarding and customer loyalty in email marketing.
While successful email onboarding depends on a lot of factors—from setting expectations to identifying manageable growth targets—email is the perfect channel to test, measure, and provide key insights related to customer onboarding and retention.
It may take some trial and error, but a finely-tuned email experience can pay dividends in delivering on customer expectations. In fact, 51% of respondents said they prefer to hear from brands by email, according to a Statista study.
eMarketer was pleased to moderate a Tech-Talk Webinar featuring Litmus' Cynthia Price, vice president of marketing, along with Epsilon’s Nicole Eaton, vice president, group accounts, and Proactiv’s Dave Sims, head of customer experience. They discussed tried and tested strategies for creating high-performing email onboarding programs.
Watch this webinar and learn:
Cynthia Price is vice president of marketing at Litmus. Her team grows and supports the Litmus and email community through content marketing, demand generation, and events. Cynthia has been in the email marketing industry for over 10 years, previously as vice president of marketing at Emma, an email service provider. She has a passion for authentic communications and the power of email at the heart of the marketing mix.
Nicole Eaton is vice president, group accounts at Epsilon. Nicole has over 15 years experience working on the agency side, growing and optimizing clients’ digital marketing programs and technology suite, and running successful client services teams. Nicole seamlessly led implementations across Epsilon Clients that support multichannel orchestration, enhanced personalization capabilities, loyalty and CRM solutions, and advanced machine learning.
Dave Sims is head of customer experience at Proactiv. Dave is a data-driven marketer with extensive technology and CX background. Strengths include customer-focused communications and relationships that reward, enhance, and motivate customer behavior. Dave has also helped to create award-winning customer loyalty programs with Procter & Gamble, DSW, Toys R Us, Babies R Us, GNC, La Quinta Hotels, and Nordstrom.
Nancy Taffera-Santos is senior vice president of media solutions and strategy at eMarketer. Nancy has been at eMarketer for over 13 years and oversees the media business, developing programs for leading advertisers. Nancy’s background includes 30 years of sales, marketing, and promotions experience in media, web analytics, and test and measurement hardware. In her downtime, Nancy stays active serving on alumni, nonprofit and trade association boards.