As email marketers, we know consumers are becoming fickle in their purchases, as they have a myriad of options available to them every minute of every day. They can do their monthly grocery shopping, move banks, renew their car license and book a once in a lifetime holiday – all online while sitting at home eating supper, that was delivered to their front gate, from an order placed on an app on their mobile phone. With so many options, customers often choose convenience over product, and this has made customer loyalty hard to build and even harder to maintain. As a result, marketers need to focus on serving up a great customer experience and enhancing their customer communication is a great way to achieve this and email, the ideal channel.
