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MarketingSherpa – Email Marketing: 6 tactics on combining content and email strategies


MarketingSherpa – Email Marketing: 6 tactics on combining content and email strategies


Email Marketing: 6 tactics on combining content and email strategies

By: MarketingSherpa

SUMMARY: Email without content to share with a database of potential customers is just technology, not marketing. In fact, Chris Baggott, Chairman, Compendium, and co-founder, ExactTarget, sees email marketing as a three-legged stool comprised of technology, data and content.

This article offers six tactics from Baggott. Read on for tips on content marketing and how it intersects with email, including mining customers for content, why the blog should be the content “hub,” repurposing content, and even how to mine outgoing email from Sales and customer service reps for effective, and reusable, content.
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by David Kirkpatrick, Senior Reporter

At the recent MarketingSherpa B2B Summit 2012, Chris Baggott, Chairman and co-founder, Compendium, a content marketing company, sat on a social media panel and provided a presentation on using email and social media to accelerate content marketing.

Content is a key component of email marketing for lead nurturing and providing prospects with information about products, services and news about the company and industry. At the same time, email marketing is an essential part of content marketing in getting that content in front of prospects and customers.

Baggott was also a co-founder of the email marketing firm, ExactTarget, which combined with his current focus at Compendium provides him with insight into both marketing channels.

This article covers the intersection of email and content marketing, and even includes one interesting tactic where outgoing email copy can be used to improve the content marketing strategy.

Tactic #1. Understand that content is a vital part of email marketing

Baggott described email marketing as a “three-legged stool”:

  1. Technology
  2. Data
  3. Content

He said sophisticated and easy-to-use software tools created efficiency in email marketing. To take advantage of these tools, marketers then needed a database to create automated email campaigns.

Baggott described the change in email technology, “Right now, my dry cleaner has a better database than the largest retailer in the world [had] 11 years ago.”

The last leg in that stool is content, according to Baggott. He said that good, relevant content in large quantity is the final step in email marketing.

He even provided an idea for creating effective, relevant content.

“The greatest marketing tactic in the history of mankind is the ‘similar situation’ story,” Baggott said. “You tell me a story about [how] you helped someone exactly like me, and I am going to be inclined to trust that you could help solve my problem.”

He continued, “The problem we have in marketing today is we don’t have enough of those stories.”

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
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