Email Is Not a 'Blanket Solution,' but a Way to Tailor Messaging for Each Customer - eMarketer
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eMarketer Interview

Email Is Not a 'Blanket Solution,' but a Way to Tailor Messaging for Each Customer

Preview from eMarketer PRO

An interview with

Nicole Oliver

Director, Brand Experience, Coastal.com

Interview summary

As director of brand experience at US online eyewear retailer Coastal.com (known as Clearly in Canada), Nicole Oliver builds a brand marketing program that is integrated across channels and puts the customer first. Oliver spoke with eMarketer’s Jillian Ryan about why email is a vital part of Coastal’s brand strategy and why all email marketing must be tailored.

Interview

eMarketer: What is Coastal’s email marketing strategy, and how does it relate to the customer journey?

Nicole Oliver: We use our email strategy as a relationship builder with our customers to foster an ongoing journey and experience. Each customer is different, so email marketing cannot be a blanket solution.