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Interactive Marketing Manager, Extra Space Storage
Email is a tried-and-true marketing channel, but from a customer acquisition standpoint, it’s not always as straightforward as it seems. For storage provider Extra Space Storage, search is the primary driver of lead traffic, and while the company sees major potential in email-driven acquisition, questions remain about how to best implement it. Jennifer Stamper, interactive marketing manager at Extra Space Storage, spoke with eMarketer’s Maria Minsker about the brand’s acquisition strategy and why email’s role in it is growing.
eMarketer: When does the acquisition process start for your brand?
Jennifer Stamper: Our industry is unique because we have a need-based product, and it’s a product consumers don’t realize they need until they’re in the moment. For us, a person becomes a customer when they first search for storage. At that point, we know that they have a need that we can meet.
Share of Emails Sent by Retailers in North America that Are Mobile-Optimized, by Industry, July-Dec 2017 (% of total)
Share of Emails Sent by Retailers in North America Where the Subject Line Matches the Content, by Industry, July-Dec 2017 (% of total)
Percent of Emails Sent by Retailers in North America Where the Subject Line Matches the Content, July-Dec 2017 (% of total)
Share of Emails Sent by Retailers in North America Where Purchaser Emails Match a Nonpurchaser Email on the Same Day, by Industry, July-Dec 2017 (% of total)
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