Retail marketers should now be getting their contacts list in order. While it’s not the most exciting of tasks, it is essential. It’s also imperative to clean up contacts lists to improve email deliverability. According to Cheetah Digital’s 2022 Consumer Trends Index, email continues to sit comfortably as U.K. consumers’ preferred channel for receiving offers, content, incentives, and rewards from brands. In fact, when it comes to driving sales, email beats paid social and display advertising by up to 128% in the U.K.

Download Cheetah Digital’s guide to unlocking direct-to-consumer relationships in FMCG here.

UK-based Chris Muscutt, Head of MarTech at PepsiCo, recently sat down with Tim Glomb, VP of Content and Data at Cheetah Digital, to discuss the ins and outs of what it takes for retailers to drive more personalised experiences in today’s data-driven, digital environment.