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

Topics:

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.