Transforming Your Email Channel To Provide A 360 Degree View

By Coldspark

Most organizations use email to communicate with existing customers and partners and as a cost-effective vehicle to attract new customers. Much of the focus has been on providing product or service information or offers in the form of marketing emails. Some organizations have used email to assist them with providing event-triggered communications, such as operational notifications or transactional emails like receipts, which are driven from legacy or back office systems and infrastructures. While email is often leveraged as a delivery vehicle for this broad range of communications, few organizations recognize the value of developing and executing a comprehensive email channel strategy.

A strategic email channel delivers a 360 degree view of how customers, prospects, partners and other key audiences are engaging with an organization. It provides a central point of management and control from which all email originates, both batch and event-driven, and can be coordinated. This central point of control allows the development of an organizational workflow that is designed to engage email recipients.

Organizations gain substantial competitive advantage once they transform their email activities into a coordinated channel. Primary benefits include:

• Increased revenue
• Reduced operational costs
• Enhanced brand awareness
• Increased target audience satisfaction

Simply stated, the right electronic channel strategy allows organizations to gain a 360 degree view of how they interact with their customers, prospects, partners and other key stakeholders that increases the value of their business.