Email Marketing RulesThe Underutilized Superpower Hidden in Loyalty Data
Customer loyalty data is one of the most strategic assets in the enterprise today—yet only 17% of surveyed marketers feel “very confident” in their ability to use the data. That gap between what loyalty data could do and what it actually does is the focus of new research from Forrester Consulting, commissioned by Zeta.
The study surveyed 310 customer loyalty and marketing decision-makers and high-level practitioners to understand how organizations are collecting, integrating, and acting on loyalty data, and where the opportunities for growth are hiding. The study dives into:
- The barriers to using loyalty data effectively, and how to overcome them
- Why only 26% of respondents rate their customer loyalty programs as “very effective”
- The behavioral metrics worth tracking alongside CLV and retention
- How to unlock the full potential of your customer loyalty data
Welcome! Email Marketing Rules is your guide to understanding the best practices of this complex, often misunderstood channel as you craft the best executions for your brand. Every week, we’ll explore strategies and tactics, discuss tips and inspiration, and dig into industry news and trends.
Chad S. White
GVP of CRM Strategy
Zeta Global
Author of Email Marketing Rules and nearly 4,000 articles about digital and email marketing
