We recently completed a series of blog posts entitled Email and… focusing on combination strategies to integrate your Email campaigns with Video, Twitter, Mobile, Facebook, Surveys as well as tactics to integrate these approaches into your eMarketing and move your recipients to the next level of interaction.
These integration tactics help fight email fatigue with your long-term, loyal recipients while simultaneously yielding a viral component – extending your reach and helping to attract new readership. Email is truly the best suited vehicle to launch (or enhance) a successful social media push because it is the lowest common denominator in the eMarketing realm. Social Media has also benefitted email, moving the medium along the continuum and forcing email to be a more personal, one-to-one message.
During this time of change eMarketers need to bear in mind that not all metrics are the same. For example, Web 2.0 technologies offer a cutting-edge, wow-factor for the user but yield only basic metrics for the eMarketer. This is because Web 2.0 doesn’t operate the same as traditional online marketing – in the W2.0 world you’re tracking interest and activity across a broader universe. Metrics span web browsers, applications (i.e. widgets) as well as destinations like walled social networks and services (i.e. Twitter)… moving beyond the single location (i.e. landing page.)
Pre-W2.0, measurements focused on the simple entrance/ exit from the landing page. Web 2.0 technologies center on micro-events – measurements become how many times people click, hover or mouse over an item. You’re watching for interaction, the number of times someone looks or engages with your offer.
Although it seems trickier, this shift is much better for eMarketing – tomorrow’s measurements will center on the whole customer. Marketers will be required to combine known email metrics with the recipient’s offline behavior, their mobile phone and human interaction etc. The shift is moving toward individual profiles to help you determine wants and balance engagement… are you ready for the future?
