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Director, Brand Experience, Coastal.com
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.
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.
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