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.

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