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Using Creativity to Grow Your Email List

Abby Johnson — Fri, 02 Oct 2009 12:31:01 +0000

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.

The Value of Recommendations in E-Commerce

TtaylorWPN — Thu, 24 Sep 2009 12:02:30 +0000

WebProNews talked to ChoiceStream‘s VP, Marketing and Communications, Lori Trahan at the Shop.org Summit in Las Vegas. They talked about the company’s new deal with Zappos.com, as well as the value of recommendations in e-commerce.

ChoiceStream and Zappos just announced a deal this week, in which ChoiceStream personalizes recommendations on the Zappos product detail page. So if someone’s looking at a particular item, ChoiceStream recommends complimentary items and alternative items – things that might be similar to the product a shopper’s viewing.

In addition, they personalize recommendations on the shopping cart page, and also on their beta homepage.

“In the short time we’ve worked with Zappos, we’ve learned a lot about their culture, their emphasis on customer service, and also just the customer experience in general, and I think personalization is not only a way for retailers to optimize their sales and conversions, but it’s also a way optimize the customer experience for shoppers,” says Trahan.

Keep in mind that Trahan isn’t only talking about Zappos. ChoiceStream’s technology is available to other retailers as well, and recommendations in general, can be a great way to upsell to customers.

Shop.org: Donna Hoffman from the Sloan Center for Internet Retailing

admin — Tue, 18 Sep 2007 20:20:54 +0000

Donna Hoffman, the Chancellor’s Chair and Co-Director of Internet Retailing of the Sloan Center, spoke with WebProNews at the Shop.org Annual Summit in Las Vegas. Hoffman discusses unique characteristics of the Internet that are leading to trends that Internet retailers really need to know about including social networking and personalization. She also talks about the new Web 3.0 phenomenon. Check out all the details in the full interview with Kara Ratliff, only on WebProNews. Stay tuned as we continue to bring you exclusive coverage of Shop.org Annual Summit 2007.

Shop.org: Kelly Mooney of Resource Interactive

admin — Tue, 18 Sep 2007 18:41:00 +0000

WebProNews caught up with Kelly Mooney of Resource Interactive at the Shop.org Annual Summit in Las Vegas. Mooney discusses the importance of an open brand and the steps involved in making a company open. She also gives helpful tips on how to find resourceful bloggers for your company. Watch the complete interview with Kara Ratliff right here on WebProNews. Stay tuned as we continue to bring you exclusive coverage of the Shop.org Annual Summit 2007.