Although email marketing is one of the oldest forms of Internet marketing, it is still one of the most effective marketing strategies. Growing a valuable email list is a challenging process, but as Colby Cavanaugh of ExactTarget explains, marketers must be creative and integrate popular media into their email marketing campaigns to be successful...
A lot of people’s initial impression of email marketing efforts is negative. However, Cavanaugh says that the market has evolved and become so sophisticated that many marketers are not even trying negative efforts due to the bad results they produce.
Instead, they are capitalizing on creative opportunities. One creative form of email marketing that has seen extensive growth recently is text messages. Marketers are using sporting events, billboards, magazine articles and more to start a conversation with consumers.
The marketer urges users to send a text and opt-in. In return, the marketer is able to follow up with an email and send users to a “dynamic” landing page. Additionally, marketers can enable the content to be distributed through social media platforms such as Facebook.
Cavanaugh shares how ExactTarget offers many solutions to allow companies enhance communication and embrace email marketing opportunities. Most recently the company partnered with Coremetrics to help marketers produce very relevant and very targeted communication based on consumer behavior.