Nicholas Dujnic, VP of marketing at LiveIntent, doesn’t think fraud or attribution is marketers’ biggest problem. In his mind, it’s diversification of media buys and marketing. That’s why he focused his NexTech breakout session on leveraging programmatic within email. Dujnic took the audience through each stage of the funnel and provided best practices and pro tips for executing winning email campaigns throughout the customer journey. For example, if you’re trying to build awareness, think mobile first and don’t worry about frequency capping. Or, if you’re trying to raise conversion rates, make sure your click-through URL is relevant and specific.
