"Email is a Global Identity Platform" (w/ Allen Nance, Emarsys)
Future Commerce · with Allen Nance · August 17, 2018 · 54 min
Summary
Email has evolved beyond a mere communication channel to become a fundamental digital identity platform for consumers worldwide. This episode highlights how email, with its globally accepted protocol, is crucial for unifying omnichannel experiences and will be key to unlocking future social and mobile commerce. Ecommerce operators should leverage email as their primary first-party data identifier to integrate various marketing efforts and prepare for an era where email can even be a transactional destination.
Key takeaways
Recognize email as the 'social security number of the internet': It's the most valuable first-party data identifier for customers across all channels.
Integrate email data across your entire omnichannel strategy to unify customer profiles from POS, mobile, social ads (Facebook), and search ads (Google Display Network).
Embrace the future of email as a transactional platform, where purchases can be completed directly within the email, facilitated by advances in content personalization and security.
Focus on collecting and maintaining good quality data, not just a large quantity. AI and automation are only effective with clean, reliable data.
Anticipate the growth of 'data collectives' among retailers to share digital data and enable more sophisticated personalization, including individualized pricing.
According to Allen Nance email has transcended from a communication platform to a global source of identity for consumers the world over. The CMO of Emarsys sits down with us to talk about how this communication medium has a globally accepted protocol which may unlock the key to identity in a social and mobile commerce future. Listen now!
Recognize email as the 'social security number of the internet': It's the most valuable first-party data identifier for customers across all channels.
What does this episode say about analytics & attribution?
Integrate email data across your entire omnichannel strategy to unify customer profiles from POS, mobile, social ads (Facebook), and search ads (Google Display Network).
What does this episode say about dtc strategy?
Embrace the future of email as a transactional platform, where purchases can be completed directly within the email, facilitated by advances in content personalization and security.
What does this episode say about email & sms?
Focus on collecting and maintaining good quality data, not just a large quantity. AI and automation are only effective with clean, reliable data.
What does this episode say about email & sms?
Anticipate the growth of 'data collectives' among retailers to share digital data and enable more sophisticated personalization, including individualized pricing.
