content Archives - Page 6 of 14 - Social Email Marketing

Using video in email marketing: possibilities and challenges

Studies, mainly by ESPs, have shown that using video in email marketing might have a positive impact on conversion and recipient engagement. I have discussed some possibilities for email marketers to integrate video in their campaigns earlier.

In this post, I look at the issue from all possible viewpoints, with additional input from the people at Gold Lasso.

Considering that billions of videos are viewed online every single month, it’s no surprise that marketers and retailers are eager to incorporate video into their email marketing campaigns.

The connected buyer in the social networking age: welcome to the ‘pull’ customer

When looking back at this week’s earlier post regarding the shift from selling to buying, I remembered an article I wrote a while ago about what I then called ‘the pull customer’.

The marketing and communication reality has changed dramatically since the arrival of new digital media. Whether we call it Web 2.0, social media or any other buzzword, we tend to summarize these changes as the end of mass communication as we knew it, an explosion of new communication channels, the fragmentation of media, the participation of people in the marketing and communication process, customer-centricity, more focus on value and relevance and so on.

One of the changes, that is going on since many years now, is the fact that communication and marketing have increasingly become a ‘pull’ instead of a ‘push’ process. Remember those words? Push versus pull marketing?