Email  is a fundamental marketing channel and one of the largest revenue drivers for brands, but its impact can vary depending upon the data available to the marketer and the way they use it. Marketers will only realize the full potential of the email channel only if their relevant communication is centered on customer insights. Even the smallest misstep can result in the subscriber clicking the dreaded unsubscribe link; severing the customer relationship and losing significant customer lifetime value.

For example, I....

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