Engagement has been a hot email marketing topic in 2011, primarily due to the way the inbox is changing how subscribers interact with brands. Email engagement can be portrayed in a number of ways, but an engaged subscriber is best defined as an email recipient that's opened, clicked or otherwise engaged with an email within the last six months. Some brands define engagement more conservatively, categorizing subscribers with no activity over three months as unengaged, while still others have developed more sophisticated formulas.
This is the final installment of my three-part series on strategies for monetizing social media. This week I'll cover what's critical for any direct marketer — tracking and measurement.
This is the second installment of my three-part series on strategies for monetizing social media.
As consumers continue to flock to social websites, marketers are spending even more time — and money — figuring out how to reach them there. The challenge for most brands is that traditional methods for marketing to consumers simply don’t work on the social web.
According to a recent study by the Direct Marketing Association, e-mail remains the most profitable direct channel in a marketer's arsenal. In fact, the DMA estimates that e-mail programs will drive roughly $21.9 billion in sales by the end of 2008. While this is a great statistic, e-mail marketers can't become satisfied with their programs' results.
Last week, in the first part of this two-part series, I said that in order for e-mails to be truly relevant today, their content and information must address what a customer is looking for or interested in right now. I also suggested that Web analytics data offers an excellent opportunity to do just that. Lastly, I looked at the core types of Web analytics data that should be considered and incorporated within an e-mail strategy.
Consumers are tightening their belts, and it doesn't look like they'll loosen them any time soon. The current economy presents a challenge for e-mail marketers, who should expect to see a dip in conversion rates across channels as they try to reach consumer inboxes with their important company and product messages.