In order to really thrive in 2018 and beyond, brands need to be providing a customer experience that is personal, relevant and timely.
Most retail marketers already know this, so why are so few actually delivering on it?
Because the technology that controls their working life is the email service provider (ESP).
Let us explain.
Email has been, and continues to be, the main channel that drives engagement with existing customers, so it’s no surprise that the platform of choice for the retail CRM marketer is an ESP.
However, the problem is that the majority of ESPs out there were built decades ago, for the purpose of sending the same email to a million people—over and over again.