In part 1 of this article last week, I talked about “social email” and how the integration of email and social media can lead to opportunities to measure the effectiveness of your social media campaigns.
The day that social media reaches near-ubiquitous adoption is fast approaching, and the pace will only quicken as brands move beyond experimenting with social media and begin to focus on business value. Of course, how marketers should measure that value remains a mystery.
Today’s consumers are looking for value in relationships with their favorite brands, more than just a discount or a transaction. How can e-mail help you be a better brand? Start by thinking about what you want as a consumer. What are your expectations of your favorite brands? How likely are you to share your vendor recommendations? When are you most likely to respond to special offers? If you don’t know the answers, you should. They translate into five ways e-mail marketers can build lasting relationships. 1.When a customer engages you, she doesn’t want to wait. Be prompt when you respond to a customer, starting