Use Merchandise Intelligence to Fuel Email Success
Instead, move beyond gut feel and instinct, beyond open and clickthrough rates. Marketers need serious merchandise intelligence: a thorough understanding of what sold to which audience, sharpened via mail and holdout tests.
Email marketing has long been viewed as the playground of marketers. In the next decade, merchants need to take a seat at the table, using analytics to derive merchandise intelligence that fuels effective direct marketing strategies.