The evolution of the inbox has now turned into a revolution. After a tough and still ongoing battle with viruses, phishers, scam artists and online predators, email is finally catching up to the highly interactive and rich media environment of today’s Web 2.0.
Email 2.0, as we refer to it at Goodmail, has taken off in a number of ways, which for email marketers translates into greater levels of engagement and more opportunities to build strong relationships with your customers. Taking advantage of the best Email 2.0 has to offer.
Here are some of the most important forms of email integration that offer you new ways to incorporate interactivity into your email campaigns:
One of the most effective methods for building strong relationships with your customers is by integrating social networking into your email campaigns. Your email messages can include requests to be followed on Twitter, Facebook (“likes”), etc. Many ESPs offer tools that allow your recipients to easily share and track your email content with their social networks.
One of the more popular uses of social networks for email marketers is email exclusive coupon codes. Once you email the code to your customers, they will (very actively) publicize them to their friends, social networks and popular discount-following sites such as Deals.woot!, SlickDeals, and RetailMeNot. It’s a buzz generator and an easy win for retail senders.
Rich media content
With the popularity of online videos, it’s natural that consumers also expect to see rich media content in email. By incorporating audio and video content into your messages, you can create engaging campaigns that deliver an exciting, interactive experience for your customers. The technology available today also allows you to stream live video content such as breaking news and sports, or offer exclusive movie premiers and product demonstrations.
Datran Media (one of Goodmail’s partners) is one ESP who took advantage of this technology recently in an award-winning campaign for PGATOUR.COM. Looking to liven up the email inboxes for millions of golf fans, PGATOUR.COM embedded streaming video in the body of their email messages so fans could watch live(!) coverage during the TOUR Championships. The results were astonishing. Video-embedded email increased their click-through rates by 142%.
You can make your email work for you in ways you might not have ever thought possible.
Embedded commerce applications allow email recipients to perform actions, like paying a bill or tracking a shipment, all within their inboxes. The ability to perform these functions, particularly the payment of bills – is a win for all: senders receive payments much more quickly and consumers don’t need to navigate to another site to pay their bills – they can do it right from within their email.
Inbox interactivity helps increase client engagement. Try it in your next campaign. You’ll be very pleased with the results.
VP of Sales, Marketing & Client Services