Roxana Shershin, President and Cofounder of Digital Additive, an email marketing services agency, highlights the ability of email marketing communications to marry data, technology, and creative for truly personal marketing communications. Although email is one of the oldest forms of digital marketing, it is constantly evolving. Today, the content of an email may be altered, depending on when it is opened. (The sale that was advertised the day the email was sent may be over two days later when the customer opens the email . . . but the customer will now see the sale which is in effect on the day the email is opened due to a technology called Movable Ink.) Today's email can also be interactive, including the opportunity for customers to review products from within the body of the email. Roxana also discusses the opportunities which GDPR, General Data Protection Regulation, will afford marketers.

Roxana can be reached by email at: [email protected], on her company's website at: digitaladditive.com, or on LinkedIn