Email Marketing Rules4 Keys to Improving the Subscriber Journey with Progressive Profiling
Subscribers change over time. Their interests change. Their needs change. Their goals change. And change can be very dramatic from one year to another and one season to another. So even if your email program has a wonderful onboarding program where you learn about each subscriber’s preferences, it’s just not enough.
Analyzing subscriber behavior can give you valuable insights into their current needs and wants, but you should also regularly be doing progressive profiling—that is, directly asking subscribers questions about their interests and preferences so you can better serve them.
When developing or refining your progressive profiling email program, here are four elements to…
>> Read the entire column on MediaPost.com
Welcome! Email Marketing Rules is your guide to understanding the best practices of this complex, often misunderstood channel as you craft the best executions for your brand. Every week, we’ll explore strategies and tactics, discuss tips and inspiration, and dig into industry news and trends.
Chad S. White
Head of Research
Oracle Digital Experience Agency
Author of Email Marketing Rules and nearly 4,000 articles about digital and email marketing
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