Early this summer, I launched an experiment to compare two lifecycle programs under identical conditions: I purchased the exact same product (a web camera), on the same day, with a new email, in a new containerized browser. And I did it for two of the biggest retail brands: Target and Best Buy.
I tracked every message that followed, and what I found changed how I think about every lifecycle program. They each reveal a big shift that’s happening in lifecycle and martech right now....