Dela Quist
CMO: Alchemy Worx
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Dela Quist is CMO of Alchemy Worx, an audience management agency specializing in email marketing, SMS marketing, and paid social. The agency offers businesses advanced marketing services, utilizing time-tested methods, and procedures to secure a higher rate of customer retention. Dela is an entertaining and no-nonsense speaker, who by his reckoning has spent over 20,000 hours thinking about email marketing. He has pioneered research into the Nudge Effect of unopened email, and the surprising effectiveness of longer subject lines.
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Beyond the Open Rate: Why it is time for email marketers to adopt Audience Management
With the introduction of iOS 15 and its new privacy features - especially those that impacted the validity of open rates, email marketers were forced to rethink their customer engagement strategies.
Alchemy Worx adapted its Audience Management methodology to help its clients meet the challenge. The focus was shifted to bottom-funnel metrics that were stronger indicators of campaign effectiveness and sales.
In addition, Alchemy Worx helped clients re-engineer their email strategies to put the emphasis on customer intent. The new multi-pronged approach based on audience type, employed a combination of historical site activity data, click data, and conversion data to ensure the capture of the entire digital funnel.
Find out how this innovative Audience Management approach enabled email marketers to validate the success of their tests with stronger bottom-funnel metrics.
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