How do you do this?
"Research has consistently shown that relevance drives revenue," says Fisher. Customer messaging should be hyper-targeted to customers using up-to-the-minute data and information like "behavior and life stage triggers, web browsing and online behavior history, and likelihood-to-purchase scores."
And businesses aren't the only ones that benefit from this relationship, he adds. When business messaging is more appropriate, consumers are happier with the relationship, too. (Which ultimately should lead them to buy more from you.)
Yesmail's full report on the subject is forthcoming in a few weeks.
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