And for the right brands, it s opening the door to opportunities that bridge the gap between digital communication and physical product interactions.
Traditionally, marketing emails have focused on delivering a promotion or offer to specific groups of subscribers.
If the message hits home, the subscriber clicks a link to receive more information, take advantage of the discount or fingers crossed make a purchase.
Most importantly, it bridges the divide between email marketing and in-store customer experiences, incentivizing shoppers to take an action that directly results in physical interactions with products or service providers.
Although the concept isn t appropriate for all brands or products, there are a variety of scenarios that are ripe for this approach.
Retail — The retail sector presents the most obvious use case for email as a service.