CHAPTER 6

Integration Between E-mail, CRM, Google, and Social

Chapter Overview

For years, e-mail has been considered a cheap and effective yet mature channel that has limited room for growth. Recently more of retailers’ attention is being directed toward social media and mobile. Social and mobile spend surpassed e-mail spend as early as 2011. Some people even boldly predicted that e-mail was dying then. So what is the future of e-mail marketing? How can you continue to improve your e-mail results? This chapter first identifies three major issues with e-mail marketing and reveals the causes of these issues. Next, it explains why omnichannel retailers need to integrate between e-mail, CRM, Google, and social media. And finally, it illustrates why ...

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