I've had the good fortune to work on acquisition campaigns for much of my digital career. This means a majority of my time is spent identifying the right channel to deliver a message that will resonate with the consumer, driving immediate action. For these efforts, email is always a top marketing channel because you have a group of folks who have opted in to receive a message; usually telling you exactly what they want (so much data to work with!).
Email can be a great marketing channel if planned right. It's important to keep in mind that media planning for email differs from display, search, and even social CRM. There are several types of email programs, but for the purposes of this discussion I am focusing on targeting new audiences/email lists.
Here is how you should get started:
There is also pay per lead, lead capture, and co-registration, which were not covered above but are worth reviewing.
Then monitor, analyze, and optimize. Email may be different, but if you plan for it, you can structure a very successful campaign.
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As an account director for Media Contacts in New York, the interactive division of Havas Digital, Jessica is responsible for strategy development and media plan execution across a variety of clients and industries. Jessica has a wide range of digital experience, managing both brand initiatives and aggressive acquisition efforts. Her knowledge extends across many facets of digital marketing from traditional media and mobile to channel planning and social execution.
Prior to Media Contacts, Jessica was at One to One interactive in Boston, managing the B2C and B2B media campaigns for several clients. Jessica's work has won several industry awards for best use of sponsorship, mobile, and display strategy.
Jessica's career expertise started at Mullen, where she was a media planner on a broad range of traditional media.