Internet Summit 2010 – Maximizing Email Marketing

by Morgan Siem on November 18, 2010

in Social Media

Maximizing Email Marketing Sessions

1st up: Jeff Revoy of iContact:

  • Keep them interested – compelling email campaigns promote increased email efficiency and performance
  • Be Succinct
  • Focus: Important Messages – detail your offer up front
  • Easily Scanned – make the most important information easy to find
  • Welcome Messages – timing shouldn’t be more than 24 hrs
  • Holiday Messages & Campaigns – create a sense of urgency, encourage immediate action, include navigation bar design from destination site…
  • Don’t forget mobile – smartphones will soon overtake PCs in sales
  • Note how your messages look on mobile devices
  • Extend Beyond the inbox – SOCIAL MEDIA…WOOO!

Of his points the ones that stood out to me the most were to be aware of how your email looks on a mobile phone and please, please keep it succinct. As a user, I want to be able to access the email on my phone, and I refuse to spend much of my time trying to figure out what your email is about. Make it easy for me.

2nd up: Jenn Markey of Protus:

The main point of Jenn’s presentation is that social media is the 1st point of contact with the consumer but that email is the closer. To make her point, she gave a statistic that the people who use social media the most actually use email even MORE than non-social media folks, not less. This is because the more internet-savvy people are more tuned in and connected, so they’re interacting more on all fronts.

“For every dollar spent doing email marketing in 2010, you can expect an return on your investment of $42″ -Direct Marketing Association

EMAIL – BE RELEVANT OR BE SILENT!

SOCIAL KEEPS IT RELEVANT. It helps you to find your prospects and keep up-to-date on what interests them, what their concerns are, where they’re hanging out, etc.

Segment your audience so that you can send them more relevant content:

  • Female or male?
  • Birthdays
  • Age
  • Geography

Other tips & tricks:

  • Personalize your email message
  • Engage your customers at every stage

One of her slides had a quote that said: “Automation is the key to success.” To me, it’s astounding how different email is from social. We would never say that about social. There’s a conflicting messaging to say (1) personalize your email message and (2) automate, automate, automate! I hear what she was saying (that we’re all busy and automation takes work off our plates), but on the other hand, the personal touch is what drives interaction and community building, at least on social. I guess there are just different expectations on social than on email. What do you think?

{ 2 comments… read them below or add one }

PB November 18, 2010 at 10:29 am

I think there are two types of e-mail marketing. One seems to be just like bulk mail. The other is what you would call engagement.
I know the numbers say send bulk e-mail often, but as an e-mail reader I find that hyper-annoying.

Reply

Cole November 18, 2010 at 10:50 am

Morgan,

I have to agree with PB. It really depends on the message you are trying to send. If you’re sending out an ad, coupon, or general press release it’s fine to automate your e-mails, especially since you are going to be sending out probably hundreds or even thousands of them, these are just like your impressions in online marketing. You know the chance of somebody clicking and opening them is relatively low, but you just want to them to see your brand and name. These usually end up in your spam folder or probably deleted after you see the headline.
The other one is the personal e-mail, in which you personally want to go out of your way to get the person’s views(or in internet terms click). If you really want to gain trust and loyalty with a customer this is the way to go, however this will take much more effort and time, in a campaign.

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