Introduction

Email has consistently proven to be one of the most reliable and high-ROI marketing channels. But in tough economic times, like a recession, does it maintain its stronghold? Will businesses and marketing leaders continue to harness its reach and effectiveness, or will budget cuts force a reevaluation?

To find a well-rounded answer, we sought the insights of some of the most insightful experts in CRM. Their perspectives on email’s role during a recession, along with strategies businesses can use to stay resilient, offered us valuable new insights. Ready to learn more? Let’s dive in!

JESSICA (JESSI) QUILLEN

Head of Global CRM Hurtigruten Group

• With the global economy experiencing a deeper slowdown, how do you think the email marketing ecosystem will shape up in the next few months?
  One of the most promising approaches would be to increase the use of automation and machine learning. This would allow marketers to deliver more personalized experiences in a cost-effective channel, enabling precise targeting of ready-to-purchase customers while nurturing those who aren’t quite there yet—all without requiring a large budget.
• Do you anticipate a shift from more expensive marketing channels to email, which delivers better ROI?
  Absolutely. As mentioned, it’s crucial to keep owned channels active and integrated into marketing campaigns. While some companies face shrinking marketing budgets, they’ll greatly benefit from prioritizing their owned channels. Although performance marketing and email can work well together, businesses need to be strategic. Email can complement paid channels by using source codes or website data to pick up where paid efforts left off, maintaining a personalized and engaging customer journey.
• Are you planning to adjust your goals and KPIs given the economic downturn?
  Yes, we’ll be making adjustments, especially for any CRM initiatives tied to budgets, as we’re facing similar budget constraints this year. However, we’re still investing in our CRM technology and exploring opportunities to incorporate additional channels.
• Regarding ESPs and CRMs for email marketing in these times, are there specific support requirements you’re looking for, like customized solutions or pricing?
  We’re always focused on optimizing support in relation to cost. We recently completed a lengthy contract negotiation, ultimately securing an agreement that aligns with our actual needs. We’ve ensured we’re paying for tools we will use, without adding unnecessary “wishlist” features.

• Introduction
• JESSICA (JESSI) QUILLEN
  Head of Global CRM Hurtigruten Group
• ABEL JIMENEZ RAMON
  Head of Global B2C Retention & CRM Kaspersky
• ALEXANDRE COUSSY
  Head of CRM Marketing Camilla Australia
• MIKE DEBELLA
  Head of Email & Lifecycle Marketing Wpromote
• SERHII MEDVID
  Product Marketing Manager Howly
• GIANFRANCO CUZZIOL
  CRM and Personalisation Lead, Avon International Natura &Co
• WRAPPING UP

Number of Pages:

• 17 pages

Pricing: 

• Free