This presentation is all about integrating different channels to gather customer data- and then using that data to personalize your email marketing strategy. At Search Mojo, we are big proponents of integrating Social Media with Search. So in particular, I’m really excited about this idea of tying social media into email marketing. The session speaker, Stephanie Miller, isVP of Email & Digital Services at Aprimo. (And once again the snowpocolypse is wreaking its havoc- speaker Sarah Welcome is stuck back east).
Stephanie makes the point that email marketing has the potential to generate ROI, but the channel is moving away from a broadcast strategy to a segmentation strategy.
There are two big trends in email marketing today:
- The inbox is fragmenting. People have multiple inboxes (one for business, one for personal use, one for junk mail, etc.) And in addition to that, inbox management tools allow for all kinds of prioritization/starring/sorting techniques. If your email is stuck in the “everything else” section that gets lost in the inbox, it might never be seen.
- Engagement is the new metric to watch. Although engagement has always been somewhat of a factor (as it influences spam rates), it is more of an issue now. And given the fact that the inbox is fragmenting, engagement is a way to adapt.