Gartner Research

3 Email Marketing Best Practices to Drive Digital Commerce Effectiveness

Published: 23 April 2019

ID: G00387819

Analyst(s): Noah Elkin

Summary

Email is a core component of digital marketing, but managing promotional and transactional emails using separate processes and databases can create confusing messaging for customers. Marketing leaders should coordinate customer data and email communication for a cohesive digital commerce experience.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Adopt the Connected Commerce Blueprint for All Customer Emails
    • Create a Cohesive Experience
    • Maintain Engagement With Consistent, Continuous Messaging
  • Pinpoint Where Email Marketing Aligns With the Customer Journey
  • Use Customer Data to Create Calls to Action in Transactional Emails
    • Turn Abandoned Carts Into Renewed Opportunities
    • Cross-Sell and Upsell Through Transactional Emails

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