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Moving product from suppliers has to be closely followed by delivering messaging about newly available product to customer inboxes. Today’s mobile first, flash and community sales E-Commerce companies have woven email into a rich tapestry of digital marketing techniques. Complicating matters is the seasonal nature of retail with regularly scheduled months of high traffic and competition. E-Commerce email’s critical role during the holiday shopping season means that messages have to arrive to the inbox, on time, and be highly personalized in order to be successful.
Consider the ways email affects customer experience:
- Deliverability has, and remains a critical factor that can decide between success and failure. Out of sight out of mind is the result of E-Commerce email that doesn’t hit the inbox and is reflected in opportunity and revenue loss.
- Data breaches often start with compromises in messaging security and responsible for millions of dollars of revenue loss and often irreparable harm to a brand.
- Growth doesn’t happen over the course of a year, the viral nature of the internet means that growth can happen nearly overnight! Scaling email to match growth and demand is costly and complicated not to mention fraught with deliverability pitfalls as volume increases.
- ESPs achieved prominence in the early 2000’s as email catapults, but in today’s data driven world, easily enabling highly personalized automated, trigger based email is expensive, slow and never real-time.