Four ways majors are refining emails

摘要

The major oil brands’ marketing techniques are evolving to engage retailcustomers through email, making use of some best practices recommendedby marketing firms.Some examples of how they’re standing out in cluttered email boxes:1. Phillips 66 addresses customers who sign up for its email promotionsusing their first name in the subject line. Adding the recipient’s firstname to the subject line increases the open rate for emails from 11.4%to 17.6%, according to Statistica.