When referring to email marketing, the terms “relevance” and “engagement” have been more than overused, but unfortunately, the message doesn’t seem to be hitting home to quite a few email mar-keters. In a web 2.0 savvy world, the need for email marketers to be smarter with their email marketing tactics becomes even more of a necessity. So how can you provide relevance and create engagement? In previous whitepapers, we’ve discussed using analytics, automation, and triggers, all
effective tactics for providing relevant content to your readers. Today, however, we are going to discuss using a web 2.0, or interactive strategy, to keep your prospects and customers engaged. Let’s start by defining web 2.0:
Web 2.0 is a term describing the trend in the use of World Wide Web technology and web design that aims to enhance creativity, information sharing, and, most notably, collaboration among users. It does not refer to an update to any technical specifications, but to changes in the ways end-users use the web.
This whitepaper will cover the following topics and best practices for integrating these engaging ele-ments into your current email marketing program:
- Video In Email
- Utilizing Polls
- RSS Feeds
- Conversion Paths