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Email is the most powerful outbound digital channel, bar none. When you look under the hood for most omnichannel personalization efforts, email is always a major component.
Alas, it’s also the channel that everyone loves to hate. Most of this is self-inflicted: Historically, the more emails you sent, the more profit you made. Besides frequency, the customer experience created inside most emails has tarnished the entire channel. Simply put, email has an image problem.
The tactics to improve the consumer experience of email have been largely misguided.
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