As a new blogging voice here at ExactTarget, the first thing you learn is that you have to come up with a catchy name for your blog. Unfortunately, my surname doesn't lend itself to stellar email puns such as those of my cohorts Joel Book (Email Marketing by the Book) and Chip House (House of Email Marketing).
So what's a nascent blogger to do? Well, I thought long and hard about this medium called email and where it is headed. Clearly, other messaging technologies--SMS, MMS, RSS, etc.--are gaining acceptance among consumers. As a result, the complexity of creating lasting, one-to-one marketing relationships is increasing dramatically. Marketers must now be attentive to permission across multiple channels & honor the unique nuances that each medium demands.
Fortunately, there's a mantra from the one-to-one marketing toolbox that we can extend to guide all of our efforts in this brave, new world of messaging options:
- Deliver the right message
- To the right person
- At the right time
- Through the right medium
These "four rights" must be front and center in our collective efforts to engage customers via one-to-one messaging whether it is email, SMS or voice.
As such, I can think of no better moniker for my blogging efforts than "The Four Rights"--a place to explore the concepts of message, person, time, and medium and how they can be optimized to achieve one-to-one marketing objectives. Contributing to this exploration with their own take on The Four Rights will be some of the leading interactive marketing minds from ExactTarget's partner agencies.
It should make for an interesting journey--I hope you'll join us.
