As an email marketer, it’s easy to get caught up in everything you see happening inside the inbox: opens, clicks, opt-outs, etc.
But even though your subscribers spend a ton of time there (a whopping 6.3 hours a day, according to one study), they also spend a pretty significant part of their lives outside the inbox. That’s why collecting data about their behavior in other places – your website or brick-and-mortar store, for instance – should be a central part of your email strategy.
Your subscribers expect you to send timely, relevant email that’s aligned with their interests and preferences. Using that outside-the-inbox data is how you can deliver it, so here are a few ideas to get you started.
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