This week's column is dedicated to seven e-mail marketing geniuses you need to know. If you haven't friended them, followed them, or bought them a drink yet, you're missing a tremendous opportunity.
Over the past few weeks, I've had the pleasure of working with seven Email Experience Council (EEC) members on a new whitepaper, written in response to a ClickZ Webinar a few weeks back about e-mail's future (registration required). The topic, one of four the EEC will write about, addresses how to identify and reach social influences in e-mail. The whitepaper includes hands-on methods tested in today's market. This is a cannot-miss paper. I was so impressed with the comments and strategies these experts have implemented that I wanted to share some of them with you this week.
Understanding the impact of social media on our targeted e-mail campaigns opens up a new set of segments to leverage. Consider how you can split your list, not according to dollars list members individually spend, but by the collective dollars they influence others to spend (on top of their own spend). These new measurements follow the impact of a combination of reach and response.
In the past, people who responded marginally or not at all to your list were typically the people you'd remove from your list. Today, though, those people might not individually respond but may tell others about your offer, news, or sale. They could very well become your best ambassadors.
Who are these experts, and what else did they have to say?
Thanks again to all the social e-mail geniuses who took part in this paper. The next paper will be focused on new e-reading devices you need to know about. Stay tuned!
Join us for a one-day Online Marketing Summit in a city near you from May 5, 2009, to July 1, 2009. Choose from one of 11 one-day events designed to help interactive marketers do their jobs more effectively. All sessions are new this year and cover such topics as social media, e-mail marketing, search, and integrated marketing. Register 30 days in advance and get a $40 discount!
Know your Ambiguous Customer: Effective Multi-Channel Tracking
Wednesday, June 5 at 1pm ET - Learn why a move from the "batch and blast" email approach enables better conversations with your customers.
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Jeanniey Mullen is global executive vice president and chief marketing officer of Zinio, the world's foremost digital publishing products and services company, and home of the largest newsstand. She holds the same roles concurrently for VIVmag, the world's first exclusively digital luxury women's magazine. Renowned as a pioneer in e-mail marketing — the nascent stage of the digital marketing revolution — Mullen has employed her penchant for building active and engaged communities by architecting processes and systems for delivering exceptional customer service and relevant content across multiple media. She is widely credited for her pivotal role in ushering in a new era of digital marketing communications.
Founder and current executive director of the Email Experience Council, Jeanniey has broadened her reach to master the social, mobile, and digital publishing and advertising industries. Today, she brings this extensive experience to bear in her role as the public face of Zinio and VIVmag, defining and implementing strategies to build partnerships with publishers, brands, and consumers. These initiatives command monumental growth for both companies. She is an accomplished author with two books to her credit, as well as a regular columnist for ClickZ. Mullen is a frequent and highly sought-after speaker at digital marketing, e-tail, and publishing events around the world.
June 5, 2013
1:00pm ET / 10:00am PT
June 20, 2013
1:00pm ET / 10:00am PT