Thanks for the interest and excitement around the launch of
SocialEngage. Hundreds of CoTweet users have already signed
up for the free trial and are up and running. As we get
closer to the Feb. 15 sunset date of the free edition of CoTweet, I
wanted to answer some of the four most commonly asked questions
that have come up about the differences between CoTweet and
SocialEngage. Here’s a quick recap:
What happened to CoTweet?
SocialEngage is the Enterprise Edition of CoTweet with a bunch of
new features. We are sunsetting the free edition of CoTweet.
How is SocialEngage different from the...
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It just dawned on me that it has been 15 years since I sent my
first email campaign. It was 1996, the Web was no longer new, but
email marketing was just beginning to emerge as a discipline. To
1996 email recipients, email still had that new car
smell--promotional emails were even marveled at. In 2011 this is
difficult to imagine. Though email is no longer new, getting
subscribers to marvel, ooh and ah at your emails takes a bit more
effort, testing, know-how and discipline. The first step is getting
to the inbox, and no one knows better how to do that than our
partners
Return
Path.
Return Path...
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Each
week, marketers from around the world join the
ExactTarget Nexus partner ecosystem on Twitter for a
conversation about trends and best practices in the interactive
marketing industry. We call the virtual coffee chat the
Nexus
Café.
Last week we had the opportunity to speak with
Tim Kopp, ExactTarget’s Chief Marketing Officer, on corporate
marketing strategy. In an ever-changing digital marketing
environment, Tim shared his thoughts on developing an effective
marketing strategy and making adaptations to position for changes
in the marketplace. A summary of the conversation is
below:
@ET...
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Not that long ago while working for a web
analytics company, I went on a joint sales call with our founder
Peter McCormick who was a partner of mine at the time. While
neither of us were technically sales people, here we were in the
boardroom of a Fortune 100 client pitching the benefits of a lead
nurture campaign. For their part the client had very realistic
expectations, after all they had believed
most of what they
had been told by their vendors.
The client wanted three basic things:
1) to track and measure traffic on
their web site,
2) automatically trigger an event when a site visitor...
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Have you ever read
Why We Buy; The Science of Shopping by
Paco Underhill? Underhill’s company, Envirosell, specializes in
retail marketing solutions. In the book, there's a chapter titled
“Shoppers Move Like People” that contains humorous narratives about
basic mistakes in retail environments’ “usability” that seem to
ignore human limitations.
For example, we humans only have two hands, so there’s only so much
we can carry while shopping. So retailers would greatly benefit
from scattering shopping baskets throughout the store – not just
two feet from the entrance – to overcome this limitation....
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CRM, Web Analytics, and
Email Marketing are each powerful tools to better understand your
audience. Put them all together and tada! you’ve got a powerful
one-to-one marketing engine. When sales and marketing technologies
are integrated, marketers can identify the effectiveness of their
website copy, whitepapers, webinars, and other online efforts
through conversion rates. Enhanced prospect segmentation and
targeting results in increased personalization, targeted relevancy,
and deeper visibility into conversion rates and campaign
return.
So where do you reside on the marketing
integration...
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ExactTarget's Design Solutions team is getting geared up for the
best Connections yet! We’ve been planning sessions, compiling
handouts, helping with some rockin’ demos and designing buttons.
We're here to make sure you learn all that you can about how to
improve your interactive campaigns through strategic design.
Our Top Ten Conference Design-Musts:
-
Design Booth Buttons
Back by popular demand, make sure to drop by to grab a few of
these.
-
Design Booth
Your fearless designers and their leader - Chris, Kristina,
Andrea, Anna, Tana and Justine – are waiting to chat about all
things design in the...
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Connections 2010 is
coming! In less than
two weeks 2,000
Interactive Marketers from around the world will gather for 3 days
(September 14 - 16) of collaboration and education. The
excitement is in full swing around the ExactTarget office and I
thought I’d share 10 ways ExactTarget uses email to communicate
about our favorite time of the year.
1.
Corporate
Communications – As soon as our event team secures keynote
speakers, entertainment and details on other guests, that
information is quickly disseminated to the entire Orange Nation
(that’s what we call ourselves) via email. I can’t tell...
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Life
is full of tradeoffs. One that most of us face every day is during
our commute to work: though we’d like to get there as soon as
possible, we drive the speed limit. We trade our need to get there
quickly with our need to not get arrested or die in a fiery wreck.
But how fast is too fast? How slow is too slow? As far as the law
goes it is clear that the speed limit is the fastest you should go.
But, to stay safe the answer is less clear. In general, however,
the slower you go, the safer you are. Want to get there in one
piece, for sure? Then drive 5 miles per hour. Want to get there...
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One of my summer projects is to collect information on some of our
most successful clients, and organize them into training slides for
our sales team. This will allow them to have access to a wide
base of knowledge on how other salespeople have solved their
clients’ most pressing needs. Having access to this resource
will make the sales team more prepared to know exactly which
ExactTarget offerings will provide future clients with the
best possible
integrated digital marketing solutions.
Tasks like these are by and large my favorites, because they
provide me great insight into what makes...
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“Hi,
insert your company’s name here; My name is
Caitlin and I’m an ‘Inner Circle Consumer’. An efficient and
productive sales and marketing strategy for me would highlight the
positive effects which
your business will have on
my personal and professional
relationships. I check my email and Facebook accounts daily
in order to stay organized professionally and connected
socially.”
Wait a minute! This can’t be real. Consumers
don’t openly express their preferred interactive online marketing
practices to the companies they are interested in…although it would
be nice if they did. The truth...
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Earlier this week I was
having lunch with one of my co-workers who asked me a question -
"if you were an online retailer and a new ExactTarget client, which
one of our
Extensions Network
integrations would you use first, and why?"
Really good question I thought, there a ton of different options
that you can start with, but which would be the best to do first
and which would make the biggest impact? Unfortunately, I don't
believe there's a one-size fits all answer because not all
companies are made the same and have the same priorities, but I do
think that there are two smart areas to take a...
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eCommerce Marketer 1: “Well, the Mortgage group
sends out a weekly newsletter and they do NOT match our corporate
brand!”
eCommerce Marketer 2: “Is it true that they are only text
and don’t include any HTML?!”
eCommerce Marketer 1: “Pretty much. Also, I’ve noticed our
unsubscribe rate has went up ever since they launched.”
eCommerce Marketer 2: “How do we at least understand who
they are sending to? We can’t bombard our customers even if they
have signed up for multiple types of information – they don’t get
that we’re on different sides of the business.”
eCommerce Marketer 1: “I have no idea.”
...
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ExactTarget is excited to offer 3sixty Live user group program. In
the past week, ExactTarget customers from California, Ohio,
Illinois, Texas, Florida, Ontario and the United Kingdom have
signed up to become members or leaders in their local cities.
The user group program offers a local collaboration forum for 1 to
1 marketing strategies. Go to
exacttarget.com/3sixtylive to learn more about the
program and register to join the user groups. We're looking for
members and leaders!
As a product marketing manager at ExactTarget, I collaborate with
my team all time right in our office to brainstorm...
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ExactTarget
has a highly-talented team of people working with one objective in
mind: developing strategic partnerships with referral, consulting,
embedded, integrated, and reseller partners. 
Why?
These partnership strengthen the abilities of the companies we
work with and allow more people to utilize the power of
ExactTarget’s one-to-one marketing software through email, SMS, and
voice. ExactTarget is the perfect email marketing solution for many
businesses looking to send direct email marketing campaigns.
Our partner
page lists who we are currently aligned with and our program
guide gives you...
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Each year at the ExactTarget Connections conference we give out
awards to our clients that have demonstrated some of the best
programs, designs, list growth and results of the year. This year
is no different…but there is a new twist. This year we’re launching
the SUBSCRIBERS RULE! Awards.
There are 5 key awards and 3 grand prizes that go to those programs
that best honor the three main tenets of our SR! philosophy:
1. Serve the individual.
2. Honor their unique preferences for communication, content,
frequency and channel.
3. Deliver them timely, relevant content that improves their
lives
If...
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Marketers
looking to bridge the gap between social media and email marketing
now have a proven product that not only provides tracking but is
flexible enough to support multiple strategies to take their
messages viral.
Unveiled today before a crowd of journalists and analysts at a
press conference at
ad:tech San
Francisco,
ExactTarget’s Social Forward gives email marketers multiple
ways to leverage sharing and provides the industry’s most complete
solution to enable and track sharing with two new distinct
offerings - Direct to Social and through a partnership with social
media syndication...
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I recently made a post suggesting retailers leverage the consumer's
desperate cry for more socially responsible marketing (aka - build
some trust back up when consumers have none left). But don't
stop there. Why not jump on the "bailout" bandwagon as well.
One company put a creative spin on a promotion to give away free
pizza for a year. The only problem? They started giving
away pizza this week by accident before ever selecting a
winner. Opps. This isn't necessarily all bad.
They did learn just how quickly their campaign was catching on in
the websphere. But I'm betting they didn't...
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The chart below from MarketingSherpa was featured as their
"chart of
the week" just before Thanksgiving. As I have reflected on the
year ahead in recent weeks, I have come to believe this is one of
the most improtant charts for those of us in email marketing to
consider this year. For that reason, I am calling it my "Chart of
the Year". Take a look at the chart and keep reading for my take on
why this information is so important.
MarketingSherpa's article focuses on insights about traditional
offline marketing tactics contained in this data. More marketers
plan to decrease vs. increase direct...
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