Digital + Social

Many people do not understand how valuable e-mails are. When management attempts to measure the importance of e-mails to the organization, they typically look at the revenue generated in the shopping carts of the e-mails. It usually comes to about 3% of total revenue. Nice revenue, but nothing to write home about. They are really missing a lot.

FACEBOOK KETCHUP, NOT CATCH-UP Condiment superpower Heinz planned to launch a new tomato ketchup flavor in the U.K., balsamic vinegar. Rather than hand

Putting together a B-to-B e-newsletter? Focus on the actual reader, not the company

So you’ve listened carefully online to what customers and others are saying about your brand. You’ve determined where they are congregating and what they are talking about. You’ve developed a social game plan and where it will get to work— Twitter, Facebook, blogs, microsites, YouTube—all of the above. Now it’s time to create an actionable, results oriented promotional content calendar by following these straightforward steps.

If you anticipate email being a part of your ongoing marketing, it is smart to have a plan dedicated to it. This will save you time, prevent you (or your associates) from being too reactive and will deliver a roadmap that will help you achieve your stated goals.

Want to get your email messages into your customers’ inboxes, and more importantly, read? Then let their personal preferences inform your email strategy and deliver content they can use.

Given the typical company’s resource constraints, marketers must use triggered and sequenced messages that utilize existing segmentation schemes. Welcome campaigns are one example of a sequenced campaign.

Casual apparel retailer has taken another step to re-engage customers, this time with an innovative adaptation of Web couponing that lets online shoppers negotiate for the price they’re willing to pay

A contest at a plant in Jackson, TN, that makes Aunt Jemima frozen waffles, pancakes and French toast, led to three employees starring in a video filmed at the plant and documenting how the products are made. The first video in the series of three was posted Feb. 17 on Facebook and had 33,000 views within 24 hours. Viewers could also download a $1 coupon. Andy Reichgut, a vice president of marketing for Pinnacle Foods, which manufacturer’s Aunt Jemima products, gives us the scoop on the program.

An eye-catching subject line helped 3-D Web conferencing firm Proton Media to drive people back to their site and blog.