Twitter Archives - Page 4 of 63 - Social Email Marketing

ExactTarget released a study that looked at the digital channels Americans check first. According to the survey, the first thing 58% of the online “consumers” do when “connecting” is checking their email or as ExactTarget puts it: “interacting with companies on email”.

I’m not an American but if I was, I would be in that 58%.

Search engines and portals rank second. 20% of Americans start their online day visiting a portal or using a search engine.

The portal seems obvious since many set a portal as the default page in their browser and quite a few people I know don’t bother changing the default settings of their browser when buying a new computer.

But I guess that’s just one possible explanation. Visiting a portal must be like reading the newspaper for many and I guess search engines play a similar role.

Back to the data. According to the ExactTarget survey, 11% of Americans start their online journey with Facebook.

There is a growing subculture emerging in the email industry. This narrow subculture is built around the role of the email deliverability consultant.

These email folk heroes often hold “silver bullets” that dramatically alleviate problems caused by poor email deliverability.

Whether it’s resolving sender reputation issues, aligning sectors of your email program to meet legal compliance, or ensuring that all technical considerations are met, these masked magicians with assistants named Tonto can help.

There seems to be a critical knowledge gap that needs to be addressed. Often the requests to hire an industry “folk hero” (consultant) originate from a marketer who wants to fully optimize the organization’s email program.