Consumer preferences are always changing, and the course of action an organization takes to stay relevant is crucial to the success of company profit margins. More specifically, the process of email marketing for organizations is one that retailers have learned to rapidly evolve around. Acclimating to the changing technologies throughout the 2000’s was a crucial step for businesses like Borders; where email marketing was used to target customers on a broad scale. Borders – and other retail companies – soon learned the importance of personalizing their email marketing practices, in order to tackle the challenge of becoming more relevant to their customers.
Jason Shriver, SVP of Client Success at Magnetic, spent more than ten years in marketing at Borders, and in the late 2000s focused on building out their personalization strategy for email marketing. During that time, Jason took a call from a company called MyBuys (now known as Magnetic) and has been focused on the growth of personalization ever since.
Jason has shared his thoughts about the evolution of email and the journey Borders took to personalize their outgoing customer communications. Jason’s insider view gives us the three relevant lessons that he learned from his experiences as a marketer at Borders.
Read the full article, “How Brands Can Build Better Email Marketing From the Rubble of a Brick & Mortar” on MarTech Advisor.
Magnetic is an artificial intelligence company that uses machine learning to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of over 350 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant audiences and profitable campaigns for our clients.