It's Day Two of MarketingSherpa's Email Summit '09, and Jim Harper from Olympus Corporation of the Americas kicked things off with his presentation on "User-Generated Content with Email Newsletters for Enhanced Engagement."
Olympus's 'Capture It All" newsletter was the Gold winner for consumer newsletters back in 2007, and it's easy to see why. They quickly understood that one of the ways to increase readership and engagement was to incorporate user-generated content (UGC) into each edition of the newsletter. The types of UGC included:
Kudos to Olympus for this approach--what a great way to give email subscribers and loyal customers a greater sense of ownership and contribution to the brand. It's definitely a strategy that more companies should pursue.
Olympus's 'Capture It All" newsletter was the Gold winner for consumer newsletters back in 2007, and it's easy to see why. They quickly understood that one of the ways to increase readership and engagement was to incorporate user-generated content (UGC) into each edition of the newsletter. The types of UGC included:- Use consumer-submitted photography with attribution and information about the camera used
- Answers to consumer-submitted questions
- User photo gallery & contest
Kudos to Olympus for this approach--what a great way to give email subscribers and loyal customers a greater sense of ownership and contribution to the brand. It's definitely a strategy that more companies should pursue.
ExactTarget Feed
Powered by Compendium Blogware
Comments for Email Summit: Jim Harper from Olympus Corporation