Social email marketing Archives - Page 29 of 29

Measuring social media is easy enough, measuring email marketing is extremely easy but measuring both from an integrated perspective as in social email marketing? It seems like few people know exactly how and what and I think that this is the reason why some recent surveys say that marketers want to invest in social email marketing but that there is no obvious proven return.

My guess is that there is no proven return because there is no proper measurement and that has everything to do with a lack of implementing cross-channel metrics which is caused by a lack of an integrated marketing view. I submitted the issue to the people of Radian 6 by mail. Curious to see what they think. Or maybe it’s better to ask Email Data Source: last November they launched version 4.0 of their Email Analyst platform to monitor competitive Twitter marketing offers.

It is the first monitoring tool that combines email and social media and that enables marketers to compare the efficiency of both (Twitter and email in this case).

Sometimes one and one simply makes two. Sometimes not. And in the case of social email marketing, email marketing with a social media twist, definitely not. Some people think that social email marketing is simply a matter of combining two media to strengthen reach. But it’s more than that: it’s about cross-fertilization and being where people are.

It’s about customers and their preferences. It’s about touchpoints and about finding ways to use social and email to better understand our customers, offering them more choice and facilitating their multi-channel journey. People are not just part of an email list, readers of a blog, prospects, customers, Twitter users, etc. They’re all that and much more.