Tactics to enrich customer data for higher return on e-mail marketing investment

Joshi, Parinda

Practice paper

Tactics to enrich customer data for higher return on e-mail marketing investment

Parinda Joshi

Journal of Digital & Social Media Marketing, 4 (1), 25-34 (2016)

https://doi.org/10.69554/IPII5551

Abstract

This paper emphasises the importance of a cleansed, standardised and enriched customer database to drive marketing campaigns effectively and outlines various tactics to achieve just that. It touches upon the customer data life cycle and what data trajectories companies should have to gain competitive advantage.

Keywords: data enrichment; data enhancement; data strategy; e-mail marketing; e-mail ROI

The full article is available to subscribers to the journal.

Already a subscriber? Login or review other options.

Citation

Joshi, Parinda (2016, May 1). Tactics to enrich customer data for higher return on e-mail marketing investment. In the Journal of Digital & Social Media Marketing, Volume 4, Issue 1. https://doi.org/10.69554/IPII5551.