Seven e-mail marketing pros offer tips on how to identify and reach social influences.
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!
Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.
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