Emerging channels like chatbots and text message marketing might be top of mind for marketers, but email remains one of the most reliable and personal ways to reach consumers. Stephen Driscoll, vice president of marketing at AARP, spoke with eMarketer’s Caroline Cakebread about how the company has evolved its email strategy to deliver messages that consumers actually want to see in their inboxes. Driscoll was interviewed as part of eMarketer’s upcoming report on Email Trends and Benchmarks in 2018.
Is email still a useful tool for marketers in the face of emerging technology?
Email is obviously a very cost-effective channel and one that’s typically highly responsive. It’s an important channel for AARP in terms of reach to our audience, which includes both members and some nonmembers.