Tactics to enrich customer data for higher return on e-mail marketing investment

Parinda Joshi

Journal of Digital & Social Media Marketing, 2016, vol. 4, issue 1, 25-34

Abstract: This paper emphasises the importance of a cleansed, standardised and enriched customer database to drive marketing campaigns effectively and outlines various tactics to achieve just that. It touches upon the customer data life cycle and what data trajectories companies should have to gain competitive advantage.

Keywords: data enrichment; data enhancement; data strategy; e-mail marketing; e-mail ROI (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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