The dream of building a single database of all customer interactions and experiences across every channel and touchpoint is still seen by many as the future of email marketing and the key to customer loyalty and retention. This ‘single customer’ or ‘omnichannel’ view has been hailed as the silver bullet of data-driven marketing for many years.
But the reality is that while many brands and businesses are working hard to build a single, joined-up view of their customers, few are truly achieving it. Can email be the way to get close to the dream?
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