Your customer's relationship with your brand is complex. To borrow a phrase from the Beatles, it's more like a long and winding road than a short path from awareness to conversion.
That's why the "one size fits all" model of email marketing doesn't work as well as it used to. Messages that treat every customer the same don't address each customer's unique situation, and the result is loss of engagement and contact with that customer.
In today's complex retail environment, marketers have to listen closely for the signals their customers are sending and find the right timing and frequency to send messages that respond to those signals within a framework built to help the brand achieve its own objectives.
This is hard enough for traditional retail brands that combine both brick-and-mortar and e-commerce. It becomes even more critical with the growth of "marketplace" e-commerce models.
If your brand operates on the marketplace model and you're seeing diminishing returns from your email messaging, this information...