Over the past few weeks, many e-mail marketers have been engaged in a great debate over how to best explain e-mail’s role in a Web 2.0 world. Facebook has ended that debate.
E-mail marketers realize e-mail’s value to prospects, customers, and business associates. You probably recognize the value e-mail has in everyday life to maintain schedules, keep up with friends and family, and act as a foundation for facilitating organization and communication.
But to many of the C-suite, the hard-core media planners, and Web 2.0, social networking, and digital marketing gurus, e-mail is an old, unsexy application that’s lost its zing. In their minds, the way to effectively communicate in today’s environment is through persuasive, customer-driven content, and branding.
Here’s my message to those who don’t think e-mail plays a role in this new realm: befriend me on Facebook and see how integrated and critical e-mail has become in the Web 2.0 world.
I started playing around with Facebook just a few weeks ago and became fascinated with the way it leverages e-mail — as most social networking sites do — as a core component to drive site traffic, otherwise known as brand loyalty and product usage. With this correlation of e-mail and product usage, does Facebook even know how strategically sneaky it’s become?
Here two ways Facebook uses e-mail to impact core branding and marketing efforts. Use these ideas within your company and determine if any could impact your results as well:
Facebook may very well be the hottest social networking trend these days. And it uses e-mail to drive interest, usage, and loyalty. Marketers can learn a lot from watching the social network’s e-mail program develop and applying it to their own businesses and efforts. It’s inspirational to see how e-mail continues to add value and grow.
Join us for ClickZ Specifics: E-Mail Marketing on October 2, in New York City.
Want more e-mail marketing information? ClickZ E-Mail Reference is an archive of all our e-mail columns, organized by topic.
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