Evolving Your Email Marketing Efforts

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Customer Experience
There are so many mediums and channels that marketers can leverage today to engage their customers, but one remains strong through it all--email.

There are so many mediums and channels that marketers can leverage today to engage their customers, but one remains strong through it all--email.

While email still tops the list as one of the top preferred channels in which to communicate with customers, one question persists - how do marketers keep their email messaging relevant and optimized? According to a study from ConstantContact from earlier this year, by the end of 2011, there were 200 billion permission-based emails sent in the U.S., which underscores just how many emails consumers are receiving daily, monthly, and yearly. How then can marketers stand out from the competition and keep their customers' attention?

It requires a combination of leveraging automation, adopting the new ways of displaying content in an email, using email in combination with social media efforts, and leveraging content quality tools to further segment the customer database.

Earlier this month, in her feature, "Email Marketing: Stop the Madness. Start Being Relevant," Anna Papachristos wrote about the state of email marketing and offered advice for marketers on how to evolve their email strategies. Today at 1 p.m. EST, she and Lee Gallagher, co-author of the book Precision Marketing, will discuss some of these findings in a Tweet-up, with myself moderating the discussion. Please join us today with your questions and comments and use the hashtag #1to1emailROI to follow along.

We hope to see you there!

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EXPERT OPINION