” But other options include dynamic product features based on available stock, such as adjusting a featured product to make sure no one gets a promotion for an out-of-stock product. Another interesting option is to embed a weather forecast based on the featured product. For example, during the cold winter months, retailers used content that included temperature forecasts based on each subscriber’s geographic location to direct subscribers to products that would protect them from the cold weather. There’s no doubt that email is a valuable marketing channel that allows brands to gain useful information to strengthen customer relationships, increase loyalty, and ultimately increase sales.
But the truth is, the inbox is a battlefield. Your email message not only has to compete with your competitors’ messages, but it also has to compete fiercely with all the other messages in your subscriber’s inbox. Navigating the mix requires creating a plan for initiating and sustaining conversations, capturing and using subscriber data, and increasing the value of data for both you and your customers. Remember, it’s not just about the number of subscribers you have; the value of email marketing is about the quality of your data and how you use it.
