Two Ways Google is Integrating Email with Other Channels

This month I’d like to talk about how Google is integrating email with both search and social. For the past few months Google has been testing a feature that displays an email opt-in field in their paid search fields. MediaPost wrote about it at the end of last month. To see it for yourself, search for PetMeds. You’ll see the ad at the top followed by an email opt-in field pre-populated with your Gmail address if you have one. If you are not logged in with your Gmail account, it will just display “Email address.” They also ask for first name and have a link that does not link to a privacy policy, but simply explains what happens after submitting the form.

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Mobile Email Optimization and What to Consider

Earlier this week Return Path released an infographic on mobile email viewership. The infographic is full of interesting stats so I thought we’d talk about what they mean for your email program. It’s clear that mobile email viewing is skyrocketing. Remember the saying “You only get one chance to make a first impression?” Well, that is the case with email on mobile. 88% of people check their email on a mobile phone daily. Wow. But, 63% of Americans and 41% of Europeans would either close or delete an email not optimized for mobile. And of all mobile openers, only 2% would open an email on both their phone and on a desktop. That’s a scary stat for anyone sending out email that doesn’t look good or work well on mobile. If your email is not optimized for mobile viewing, you are likely missing your chance to connect with and convert your subscribers and your segment of non-responders will start to grow. Here are some initial steps to take to optimize your program:

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Email + Social Marketer Spotlight: A Look at Pier 1 Imports

This month we wanted to feature one retail marketer who’s embracing social and integrating it with their email program. In January, Pier 1 Imports sent an email campaign dedicated to promoting their new daily deal on Facebook. One knock on …

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Email + Mobile: No More Excuses: Get Started Optimizing for Mobile

In last month’s column, Julia Peavy listed “Explosive Mobile Growth” as her final prediction for the email space in 2012. Also in December, Ken provided some insight on the changes in mobile viewership. So, let’s take the bull by the horns and start talking about how to start optimizing your email campaigns for mobile use.

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Email + Social: ‘Tis the Season

The next six weeks are make or break for marketers in many industries including retail, business-to-business and non-profits. Both email and social can play big roles in the success of the season.

For many retailers, the revenue brought in through their email program during this time is critical. So it’s time to pull out all the stops.

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12 Days of Christmas: The Art of Giving

There’s nothing quite like the feeling of giving someone a gift that they really love. It really supports the saying “‘tis better to give than to receive.” You got it right. You bought something that you knew the recipient would like based on what you know about them: their interests, their sex or age, their behavior or something they’ve told you. Then there are the signs that you’ve missed the mark: the feigned enthusiasm from the recipient, their furtive search for the gift receipt. Oh well, better luck next year.

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12 Days of Christmas: Learning from last year

It’s that time of year once again – the holiday shopping season that is make or break for many marketers. We’re here to help with a series of 12 blog postings that focus on helping you not only get the most out of Q4 but pave the way for success in 2012.

At the beginning of 2011 did you take a close look at what worked in your email program during the 2010 holiday shopping season? If you did, it’s time to go back and carefully review your findings. If, like many, you ploughed right into 2011 without a look back, we recommend doing a methodical review of your campaigns from the 2010 holiday season.

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Email + Social: Appetizing Integration

To get the creative juices flowing, let’s take a look at two examples of marketing campaigns from this spring and summer that leveraged an email and social media integrated model. Warning: Beware the power of suggestion. If you were planning on a salad for lunch, don’t read on.

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Email + Social: Attaching Value to Social Media Marketing

Let’s take a look at the value of marketing via social networks. It’s no secret that marketers have been struggling to measure the return on investment for their social media efforts. However, a recent report finally sheds some light on the issue. A survey conducted in early June reports that 43 percent of US marketers have successfully used social media to increase customer acquisition in 2011.

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Part 1 of 3: Email and Social – Better Together

Everyone wants to be a part of the newest, latest, sexiest thing. Thought you were hip with that iPad you got for Christmas? Nope. Now that iPad 2 was just launched, you have dated technology. You might as well be watching movies on a VCR. On a tube TV.

And so it is with marketing. Social media, which seems to come in a new flavor every other month, is hot, new and fun. Email is, most agree, not. But despite the media’s love of talking about social media and rumblings about the decline of email, email marketing is still very relevant and powerful because it gets results.

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