Sailthru Releases The Modern Email Marketing RFP to Empower the Internet Retailer Top 1,000 to Improve Customer Retention

Guide solves challenges faced by top retailers working to increase the sophistication of email marketing and CRM programs as part of broader customer experience initiatives

NEW YORK--()--Sailthru, the leading Customer Retention Cloudsm for the world’s top retail and media companies, recently released The Modern Email Marketing RFP, a guide to enable digital marketers to better identify modern email marketing, personalization and cross-channel technology partners.

Created in partnership with industry analysts and email marketing leaders, the complimentary guide, available here, walks marketers through four key areas where traditional email marketing RFPs need to be overhauled in order to improve customer retention programs and promote sustainable growth:

  • Vision: Brands need innovative solutions to grow with. Marketers must find out if their potential partner has a clear vision that aligns with their goals for customer relationship and retention programs.
  • Data: Not all data is created equal - nor is its collection or storage. Marketers must determine whether a technology offers flexible and modern data infrastructures that enable cross-channel connectivity in real-time.
  • Experience: The three tactics that most affect consumer experiences -- personalization, automation and data science -- are where RFPs have lagged behind most industry advances. By ensuring their partners can deliver in each of these areas and integrate with other technologies, marketers can dramatically increase email marketing ROI.
  • Insights: Reporting and analytics are the backbone of a retailer’s marketing strategy. Determining whether potential partners offer long-term, revenue-centric insights in addition to short-term campaign metrics is essential for growth.

With these four areas addressed, marketers are able to increase customer lifetime value, conversion frequency, repeat purchases, and revenue from email.

“Sailthru has participated in hundreds of email marketing RFPs. Most are modeled on antiquated email needs, forcing retailers into a ‘checkbox’ solution that may not offer the advantages of a modern partner,” said Brittany Kent, Solutions Consultant Manager, Sailthru. “Today’s top retailers are focused on customer retention and recognize that their changing business goals require a shift in how partners are evaluated. Our guide outlines a new RFP that provides the foundation for identifying a modern technology partner for delivering a better customer experience and increasing the value of marketing’s most profitable digital channel.”

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About Sailthru
Sailthru is a customer retention platform that helps modern marketers at leading retail and media companies build deeper, longer-lasting relationships with their customers. Sailthru personalizes individual customer experiences across digital communication channels – in email, on a brand’s website and in their mobile applications. Sailthru-powered 1:1 relationships with consumers drive higher revenue and reduce churn for more the world’s most innovative publishers, including The Economist, Business Insider, and Mashable, and the world's fastest growing ecommerce companies, including RentTheRunway, JustFab, and Alex and Ani. Founded in 2008, Sailthru is headquartered in NYC, and backed by an exceptional group of investors, including Benchmark, RRE Ventures, DFJ Gotham, Scale Venture Partners, and AOL Ventures.

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Kate Gundry, 617-797-5174


Kate Gundry, 617-797-5174