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Pedro Gonçalves

6 Smart and Effective Email Marketing Tactics - 0 views

mashable.com/...email-marketing-tactics

Email Marketing

shared by Pedro Gonçalves on 20 Apr 11 - No Cached
  • There’s no denying that email is showing signs of decline — the number of visitors to web-based email sites fell 6% in 2010 compared to the previous year, and email engagement declined at an even greater rate, according to a report from digital analysis company comScore.
  • In response to these changes, brands are quickly adapting by combining email, social media and even mobile marketing tactics.
  • successful brands are doing just that — cross-pollinating email marketing strategies via email clients, social platforms and mobile devices. Ultimately, brands still find email effective because it’s inexpensive and universally accepted by people all over the world.
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  • The key to creating hyper-timely emails is planning and being nimble, says Christopher Stemborowski, associate communication strategist for marketing agency Oxford Communications. “Seeming timely can be the result of preparing multiple emails or just one email and waiting for the right time to send it.”
  • Build multiple versions ahead of key events: In the same way that shirts are made ahead of the Super Bowl declaring each team the champion, you can design two versions of an email to respond quickly to the outcome of major events.Plan an email for an event that has an unspecified date: Snowstorms will happen each winter. Will you have an email ready to go out the moment it happens? With a little planning, you can.Track trending online memes: In 2011, we have seen a #winning Charlie Sheen and a really excited Rebecca Black ready to have fun, fun, fun. Smart brands can tap into these memes in email blasts. You can keep track of these popular memes by viewing the trending topics section on Twitter.
  • Blasting irrelevant content to your email subscribers is one of the biggest email marketing mistakes you can commit.“For example, if a salon sends an email to men that highlights services solely for women, it shouldn’t be a shock when the men unsubscribe,” Stemborowski says. “To avoid this, the salon needs to know who in its database are males and who are females and then avoid sending irrelevant messages.”
  • “Self-selection means subscribers willingly receive emails that are in the categories they asked to get,” Stemborowski said, adding that it’s vital to keep the screening short so users don’t abandon the process.
  • More than ever, people are reading emails on their mobile devices. Mobile email usage increased 36% in 2010, according to comScore.
  • The first line of your email should never read, “If you are having trouble reading this email click here,” he adds. “Remember, the first line of the email is what shows up as the preview on smartphones. For this reason, the first line is premium real estate and, with this in mind, you should put your most important message first for a well-crafted call to action.”
Pedro Gonçalves

BBC News - Web creator's net neutrality fear - 0 views

www.bbc.co.uk/...technology-13126777

Web Net Neutrality

shared by Pedro Gonçalves on 19 Apr 11 - No Cached
  • "It's such an empowering thing to be connected at high speed and without borders that it's become a human right"
  • The inventor of the web has said that governments must act to preserve the principle of net neutrality.
  • Net neutrality, the idea that all traffic on the internet should be treated equally, has been a controversial issue in the United States and is now moving up the political agenda in the UK.
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  • Internet Service Providers have claimed that they need to be able to control the growing traffic online, and content creators fear that the result could be a two-speed internet.
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