How email can help retailers stay customer focused

WILL DEVLIN | July 26, 2018

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Many retail marketing departments have been expanding for the last few years, due to the strong economy and a surge in new marketing technologies. However, after three years of consecutive increases, marketing budgets have stalled, with mounting pressure for CMOs to show the return on investment for their spend. The trend was outlined in Gartner's 2017-2018 CMO Spend Survey, which found that marketing budgets slipped from 12.1 percent of company revenue in 2016 to 11.3 percent in 2017. They also correspond with the changing role of the CMO. “As CMOs survey the landscape, one thing is clear — previous budget increases have come with weighty expectations, some of which have yet to be met,” stated Ewan McIntyre, research director, Gartner for Marketers, in the survey. However, CMOs may not realize the gains they could make in improving customer experience by tweaking one of their most reliable performers — email marketing. Email is already a top performer, with one of the highest ROIs of any marketing channel. Email connects companies directly to their customers and yields diverse and accurate data.

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