There is no question that “batch and blast” email marketing is becoming increasingly less effective at capturing an audience — let alone retaining customers. Every day, the inboxes of consumers are being flooded with irrelevant, non-personal messages that leave them feeling disengaged and even lead to clicking “delete” or “unsubscribe”.
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It is not a surprise that people do not like to receive unsolicited email communication. Sending unsolicited email has also grown increasingly risky. In recent years, governments in Canada and the European Union (EU) responded to consumer frustrations by instituting strong regulations, including Canada’s Anti-Spam Law (CASL) and the General Data Protection Regulation (GDPR). In both cases, violations of email provisions can lead to steep fines. So where does that leave email marketers? How can you confidently and efficiently keep track of customer preferences and comply with regulations?
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Alpine Shop is a leading outdoor retailer with four locations in Missouri and Kansas. Over 45 years in the business, they grew from a small climbing shop into a thriving hub for outdoor enthusiasts of every stripe: from backpackers, hikers, campers, paddlers and cyclists to snowboarders and skiers.
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