Marketers and consumers agree on email’s importance across the customer lifecycle

According to the latest insights from the Data & Marketing Association (DMA), most marketers believe ‘Discounts and offers’ (49%) and ‘Advice, information or tutorials’ (45%) are the types of email content that help achieve their campaign goals. The figures come from the ‘Marketer Email Tracker 2020’, part of the DMA’s annual series of studies into the channel, in partnership with Pure360. They reveal email’s multi-faceted role in communicating with consumers across all stages of the customer lifecycle – not just as a transactional channel, but one that can be used…

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