Digital + Social

When most organizations think about integrating social media and email, they focus primarily on including links to their social pages within the email and encouraging recipients to share the email with their friends and colleagues. A third, often overlooked way to leverage the social element within your email marketing is what Matt Caldwell, senior creative director of Yesmail, calls “dispatches”: incorporating content from social media into your email messages.

That an abandoned-cart email can work wonders is a fact, as numerous studies and examples have shown. Yet of the 101 retailers analyzed by the Email Institute and Multichannel Merchant between November 2010 and January 2011, only 30.7% sent a follow-up email in response to an abandoned cart containing at least $100 worth of merchandise. If you’re among the more than two-thirds of retailers that have yet to implement an abandoned-cart email program, here are some tips to get you started

With the full-on race to develop Facebook pages and launch promotions on those sites to build fans, don’t push aside the ol’ tried-and-true brand Web site; home base, Ground Zero for consumers to get an in-depth picture of the brand, discover products, benefits, download coupons, and yes, even access a link to Facebook.

Crate and Barrel, Cabela’s and Wise are examples of brands using their Web home pages as a staging ground for promotions.

Many marketers forget that email can do much more than help you sell your products or services. It can also reduce your customer service and call center costs, as Verizon Wireless found out with its welcome campaign.

Your template is the structure you hang your entire email marketing campaign upon. Therefore it is imperative that it be effective, powerful, flexible, and easily modifiable. Here are the top five signs that your current email template belongs on the cyber scrap heap and should be replaced

It’s a real punch to the gut when some unknown Internet user lambasts your brand for reasons you can’t quite grasp. But as we all know, that unknown user has friend, who have friends, who have friends… But even worse would have been to have not seen that user’s message at all, which is why social listening tools are indispensable in the world of online marketing.

Businesses in general are about to undergo what dogs experienced 50 years ago: “the verge of the humanization of business,” according to social media and ecommerce consultant Gary Vaynerchuk

Knowing that you should establish an email win-back program is quite different from knowing how to establish said program. SnagAJob.com’s recent test, which generated a 10% response among inactive subscribers, shows one way of setting up a successful retention campaign.

When it comes to email marketing, the last thing you need is for your customers to take you for granted. Here are nine ways to connect with your subscribers through every stage of the relationship

The need to replace generic email “blasts” with targeted messaging was a key industry rallying cry during the past year. Sending fewer but more-relevant emails, the pundits declared, would lift open and clickthrough rates and reduce spam complaints, which in turn would improve senders’ reputations among the ISPs and therefore improve deliverability. Why, then, did the number of promotional emails sent by top online retailers increase 16% last year?