 | | By Mike May, Director of Insights Think about two things: your favorite hobby, and a new car. Now imagine you’re watching TV and a car commercial appears. If your hobby of choice is fly fishing, and the people on TV are unloading their rods and reels from the back of the shiny new car, the ad has your attention. Maybe you love to dance, and the commercial depicts a mother driving her young daughter to a ballet recital. Is chess your thing? I’ve never actually seen a chess tie-in for a car commercial but if you have, you surely noticed it. When we think of email targeting, usually we start with the list – what segment of my audience can I send this message to? But many organizations forego targeting for event marketing emails since the audience they are mailing to is by design as vast as possible. Most don’t just want to tell some of their subscribers about the big annual meeting; they want to tell everybody. | |  |  | | | |
by Andrew Barett, Senior Director of Deliverability The thought of blogging predictions for the New Year in Deliverability makes me cringe. I’m not exactly sure why; it may have something to do with the fact that everyone else has already done it – we’ve had a bumper crop so far this year. Mostly, I think, I’d hate to be proven wrong later. So, instead of offering my own predictions (which would doubtlessly sound much like anyone else’s), I’d like to take a look at two different trends in deliverability that came only half-true in 2010, but that are still worth your time to continue to watch in 2011. The two trends are Domain Reputation and Engagement Metrics. | | | | | | | | (That Don’t Exist Yet) | by Mike May, Director of Insights As digital media go, email isn’t typically exalted for its cutting-edge progressiveness. It is constantly evolving, with increasing analytic capacity, data integration and other functionality. But it doesn’t seem to follow the same digital media trends making the rounds in Online Media Daily, the Social Media Insider or even the Mobile Insider newsletters. So far, it hasn’t needed to. Email doesn’t need to rely on sexy, as long as it can rest comfortably on its ROI and marketing department ubiquity. You know what they say about the winds of change, though — they blow. As the landscape shifts, it’s becoming clear that engagement will become critically important to email marketing — not just to boost ROI, but because of its growing importance to deliverability and sender reputation. I believe some of the biggest innovations we will see in the industry in the coming years (or even months) will be designed to boost engagement, since the benefits greater engagement yield can impact an profoundly affect an organization’s email program. | | | | | | | | | Getting Started with Real Magnet February 8th and 17th 2 p.m. EST Want help getting started with Real Magnet? No problem! Join our Director of Training for an hour long informative webinar on the basics of the Real Magnet application. In this session we'll show you how to get started creating content, sending messages and tracking the metrics that matter. | | | | | | | | |  | | | | | Getting Started Getting Started | | |
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