Vice-President of Services & Principal Consultant
Chris is an experienced digital marketing executive with a focus on creating data-driven experiences for customers of leading Brands. He has been in the email marketing space since 2004, and is a leader in efforts to integrate email with other digital channels.He is the Vice-President of Services & Principal Consultant at The Relevancy Group. The ... more
Derek, you are absolutely correct in calling me out on that. Agencies can absolutely step in and provide the human resources needs around email marketing. Particularly those agencies that focus specifically on email marketing. Thanks for pointing that out.Chris
Thanks, David for clarifying that!
Hey Mike--I am a big fan of marketing automation when it is based on consumer-initiated triggers. In the world of email marketing it has begun to replace "blasts" with specific emails triggered by abandoned cart, browsing behavior or date of purchase. Again, it doesn't need big data to get started, however. Just smart technology and a smart team!Katelyn--One reason we have so much data is that companies collect everything they can, whether its something they can use or not. The more data is better mentality is not always the right path to take.
Thanks for your comments Mike and Lysa! Love the "data envy" comment... no peeking!!
Thanks for the feedback, Steve. Your clients are certainly benefiting from your work on their behalf! Is a Christmas cake like a fruitcake?
Hi Craig! Yes I am certain as I had never heard of them before.
Hi Jen! Thanks for the comment. Based on your question, I realize I wasn't I might not have been as clear as I should have been in the column. The software company was able to read the cookie because they had contracted with the publisher in advance. Otherwise they would not have been able to use the information in the cookie to get my email address. Third party publishers are no longer just selling our email addresses to other companies, they are also selling access to the cookies they drop. In both cases the end result is an unsolicited email to us. The major difference is that in the case of the cookie, we've at least raised our hand in some way that we might be interested.
Excellent points, Scott!
@Nick and Janet--thank you for taking the time to weigh in with your thoughts. @Janet--I agree with you regarding the gulf, but that gulf has been there for years. And I believe that is because at many organizations, the email marketing assignment is a bus stop on the ride to more "interesting and important" marketing roles. So success is often defined my maintaining a program's past performance while simultaneously cutting costs. Which leads to what @Nick describes below.
Thank you, Nick! And thanks for reading the column Nick and Rolv. I know you have a lot of other things demanding your attention.
Great article! Couple of comments: First, I don't think it's realistic to expect people to tag brands in the photos they upload. That feature seems to me to be a solution in search of a problem. Second, I think that using "likes" and wall posts on Brand pages in advertising directed to your other friends implies that a give hoot about what my friends like. Sure I may ask their opinion about which flat screen TV to buy, but I couldn't care less about which fast food brand they "like". Even I get a little creeped out when I see an ad for something and a friend's picture appears in it.
On the other hand, love the ability to target ads based on updates. Nothing could be more relevant to a Facebook user!
@Michael I don't have any articles regarding the drop in sales after removing inactives. We have direct experience with several of our clients.
Hi Adam,Thanks for your kind words regarding the article. And I agree with your perspective below regarding other means to stay in contact with consumers. The goal is to continue the conversation, the platform isn't important. I think your idea of inviting the "living dead" to stay in contact with you via other channels is an excellent one. I plan to use it!Chris
Hey Tim! Your comment on the headline got me to thinking that maybe it should have been "Privacy: Are We (marketers) Overreacting?" Because THAT'S the real point I was trying to make. Legitimate issues of privacy always need to be respected, but we shouldn't turn every instance of personalization and targeting into a privacy debate. Because that will only keep us from developing better marketing programs!I'll re-visit your blog and make some snarky comments about your next post!Chris
Tim,I read your blog response to this article. I think you missed the point I was making--which means perhaps I didn't make it well enough. The central premise of my article is that marketers should not be leery of using the same data in the online world that the have been using in offline channels for years. Consumers don't consider direct mail an invasion of privacy (even if they do consider it a bother). Why shouldn't a company's web site--or even its disply advertising--leverage same same knowledge and, in combination with customer recognition tools, provide a more personalized web experience.I'm all for permission-based marketing in push channels. My article is about pull channels. Anyway, thanks for your feedback. I've never been "savaged" on a blog before!Chris
Thanks for your comments! I think you raise a very interestting point about the limitations of IM and networking sites within corporations. These may very well force today's teens to rely more on "older" technologies like email to communicate with friends from work.
Sue, you make a valid point. And with the impending launch of the new Yahoo email client, it will only get more difficult to measure exactly which emails are getting opened and read (as images will be blocked like on AOL). All the more reason, then, to provide a link to content in prior emails.
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