Multi Channel Email/Direct

Does your emessaging and direct solution integrate or do they live in the same solution? It is increasingly important that the information crosses over to both channels but it is sometimes not really the same solution that houses the processes. Is this good? I don't think so. Making it work in different solutions is time consuming and worse. It is like your business is speaking in different languages.

Don't settle to MASH or mesh 2 disparate solutions, it means not sharing what you learn across channels or makes it hard to get that info across those channels.

You should not settle for a Direct solution and a separate emessaging solution. There are solutions that do both. But we see many situations where Direct marketers simply pull info from their direct solution and send it off to a separate emessaging provider only to then get a different set of customer data that then gets reintegrated into the database that housed the direct info in the first place. That sentence was round about just like that process. See what I mean?

Find a campaign management and database solution that handle BOTH channels.It will pay off in the near and future end.

Why to segment your data

Slice and dice your data into segments that make sense. It is foolish to over segment and just as foolish to under segment who your message reaches. Don't send the same message to everybody. Think about it, do you greet all your friends the same way? I doubt it. Why do you do that? Messaging to your clients should be the same. Use the things that matter most to the relationship that you share.

If your messaging/emessaging solution allows, make sure you can isolate the customers that mirror your message most and make sure you can message with the correct level of granularity. Maybe you need to target your message to 3 groups that have a different value placed on your service. Talk to them that way. "hello", "hey" and "whatz up" may be the same thing but they will be greeted in different ways. Say the right thing... it will help with the rest of your message.

Better Email messaging

Here is the first in a series. Look back for further info on this subject.

It has been around forever (in the Internet world anyway) and it has been announced as DEAD many times over and with all the road blocks to getting it done "correctly" it still remains a great way to get the message out.

Things you need to know:

.What is CAN-SPAM?
.covering OPT-IN/OPT-OUT
.Senderbase
.Reputation Monitoring
.Why Segmentation is important?
.HTML vs Text messaging
.over saturation and how it hurts
.is there a best day of week?
.what makes up a permissioned email?
.solving a bad email reputation
.campaign management is important to emessaging too
.is emessaging to be treated differently then Direct?

ALL are among the things we will cover. We will also be Including other great resources to this never ending but rich channel.