The From Line
Sending, Managing & Monetizing Email
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ncreasing Email Relevancy with Social Data
ncreasing Email Relevancy with Social DataEmail and social media share one very important characteristic: both are fundamentally permission based. Just as an email opt-in box opens the communication channel between business and consumer, so too does a “follow”, “like”, “pin” or other social sign-on. This combination of permission and social data is prompting savvy email marketers to extend the social experience from websites to the inbox. They are realizing, however, that the process of incorporating social data into email goes beyond traditional segmentation. It includes the placement of social relationships, demographics, and behavioral information like check-ins and tags within the actual email. For example, a message might display which friends commented on a certain article, liked an item, or checked-in at a store location. This type of integration in email requires a little finesse, because as with anything social, privacy remains the biggest barrier to including such data.
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This week we look at a way for marketing campaigns to increase their exposure through better timing of tweets. Automated tweeting of an email message or blog post is common. But there are ways to repurpose that same tweet for better engagement, more retweets and increased subscriber/follower base. Tools to help you test are available, and various tweet methods can be used to find the right timing for your business.
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Trend:
The trend of using “Social CRM” for marketing is probably more myth than reality. People are talking about rounding out customer profiles with social data, but is anything actually happening to prove ROI?
Social media management tools can be useful at managing outbound messages, and deferring inbound messages to customer service. Social media management tools can be useful at managing outbound messages, and deferring inbound messages to customer service. These tools are available for free (Tweetdeck, Hootsuite, Gist) or via subscription (Sprout Social, Involver, Vitrue).
What’s emerging now is the belief that marketers, not customer service reps, need to capture as much publicly-available social data on their customers and dump it into their databases. But the value is still TBD. And as online privacy issues continue to take shape, thus limiting easily-accessible social data, can simply knowing that a customer is on Facebook help to effectively engage prospects in a real way?
TAKEAWAY
“Social CRM” might be just a case of “all sizzle and no steak.” In other words, marketers have convinced other marketers they need the stuff, but there isn’t much substance.
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Bacon of the Month Club for Valentine's Day? Or Panties of the Month?
Regardless of what you sell, your company may just have a big opportunity gift right under your noses. Continue reading for more on what the publishing industry did right and what we can learn from subscription-based business models...
Trend: The Return of Subscription-Based Business Models
Established by the publishing industry with magazines and Book of the Month Club, many retailers looking to break into an already-competitive market are turning to the subscription model. Rather than selling a single product and hoping for the customer to return for more, ecommerce sites such as Panty by Post, Men are Useless and Blue Bottle Coffee Company are hoping larger single receipts through subscription packages are the answer to bigger returns.
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Gold Lasso is now on Twitter and folks have been sending me requests to be one of my "Tweeps" since I opened up the account a few weeks ago.
If you want to follow us on Twitter, feel free, the door is open.
I plan on sharing information on the email marketing world, and of course what's cooking at Gold Lasso.
To follow me , just go to http://twitter.com/goldlasso and follow us.
Hope we see all of our new Tweeps following us soon,
Jeremy
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