Integration With Social, SMS & Other Channels Improving Relevance & Results From Email Campaigns

However, emails alone — especially generic or irrelevant emails — are no longer an effective channel to engage buyers. Marketers are starting to take a more personalized, ABM-like approach to their email marketing by augmenting their strategies with additional channels such as direct mail and chat bots, and delivering more relevant, authentic content in nurture emails.

Companies such as ChannelAdvisor and PathFactory are taking their email strategies up a notch by incorporating additional channels and taking a creative approach to their emails to stand out from the crowd.

“Despite what you might hear in some circles, email still has a major role to play in most companies’ demand gen strategies,” said Howard Sewell, President of Spear Marketing, in an interview with Demand Gen Report. “However, these days, it’s less likely to be a standalone channel. More often, we’re seeing email used as a key part of a more integrated approach,

Article source: https://www.demandgenreport.com/features/industry-insights/integration-with-social-sms-other-channels-improving-relevance-results-from-email-campaigns