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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Marketing Trend: Your Career at Risk!
There's a large shortage of marketers who have both creative and technical talents. But it's just that perfect combination of skills that's needed in today's marketing environment. So we've put together an overview of skills that are proving essential for a marketing pro's career growth.
(This is a valuable combination of skills which helps businesses grow, too, so managers take notice!)
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Say goodbye to the days of needing a routing number or credit card to pay a store or vendor electronically. Say hello to a real game changer in electronic payments that combines mobile email, SMS and QR codes. Big banks are partnering to allow phone-to-phone, bank-to-bank payments.
Read more to learn what this means for merchants, e-tailers and marketers...
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If you're using markting automation that combines web analytics with email marketing get ready to change your game plan. Jay Rockefeller (D-W.Va.), head of the Senate Commerce Committee, introduced a new privacy bill Monday that instructs the Federal Trade Commission to craft rules establishing standards for a universal do-not-track mechanism. If passed, this new legislation could cause logistical headaches for marketers, especially B2B ones, who use web analytics to track and "score" leads (subscriber activity). If you're thinking about PAYING EXTRA for these types of marketing automation systems, my advice is to hold off a bit to see where this proposed legislation ends up.
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Marketing Trend:
Social media sharing has given marketers a treasure chest of insight into customer opinions and discussions. But tools that measure social media sentiment have their limits. The human element, such as the use of slang, can throw off reports.
This week's trend discusses better ways to be engaging while gaining feedback and valuable marketing data.
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