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Introduction: Email & Cross-Channel Marketing

Today’s perpetually connected customer is interacting with your brand through digital, mobile & social channels, leaving behind rich trails of behavioral data. Customers are expecting brands to deliver 1:1 personalization, based on recent & historical behavior, in a consistent manner across all platforms.

As a result, the nature of customer engagement marketing has changed dramatically over the past few years. For the modern marketer, being good at email marketing is no longer enough; instead you need to be able to engage customers across a journey that might span websites, email & mobile apps. “Newsletters”, sent at a fixed time to every customer, are producing diminishing returns; instead you need to trigger communications based on customer behavior. Finally, it’s no longer sufficient to send the same content to every user; instead you must meet customer expectations with 1:1 Recommendations.

Modern marketing organizations must invest in technology solutions whose vision and capabilities are aligned with today’s needs. To assist with this, we have organized the various capabilities you need to evaluate into the following categories, with an extensive RFP list of 100 questions.

In addition to browsing the sections of the RFP Guide on this website, you can download the full PDF version of the guide below:

Introduction: Email & Cross-Channel Marketing