CHAPTER 6
E-mail Marketing
“If you receive an email in eight of the next 12 months, do you spend more than the person that didn’t receive emails? Analytics are key. People are kind of shortsighted in that area.”
—Jeanniey Mullen, CMO, Zinio
E-mail marketing was the original social media, and today it may seem dowdy when compared with its flashier contemporaries. But the surge of activity on Facebook, Twitter, and other social sites has given e-mail an even more important role in the overall digital marketing mix. In this chapter, we will:
1. Address how to execute e-mail using best practices for segmentation and relevance.
2. Examine how to apply Magnetic Content for e-mail.
3. Discuss the right measurement tools to drive performance and improve conversions for your e-mail campaigns.
E-mail remains popular for a reason: it’s inexpensive, and when well done, it works. Traditionally, e-mail is used to establish and then to cement a relationship, but the ability of e-mail to improve brand magnetism is often neglected in favor of a numbers game.
eMarketer forecasts U.S. e-mail ad spending at $240 million in 2011. According to a June 2010 research study by ExactTarget, e-mail is a leading way people like to find out about deals and discounts, with 62 percent of all e-mail users signing up for e-mail promotions from a brand’s website. It’s estimated that one-quarter of all e-mail flowing into the inbox is permission-based commercial messaging. The remainder is personal messages, transactional ...
