Mobile allows firms to engage and measure campaigns

Friday 31st Aug 2012

The rise in social media use throughout the world has led almost every company to start implementing strategies on the platform in order to keep up.

Along with B2B email marketing, it is among the most used platforms for companies because of its wide reach and it is also relatively cheap to use when compared to things such as direct mail.

No matter how easy it might seem, companies should refrain from using the same content on both platforms.

Indeed, head of insights at Real Magnet Mike May, writing in Media Post, said opt-in email marketing is harder to write than a tweet or status update.

A recent VerticalResponse study suggested that open rates were 28 per cent higher for firms that combined both email and social media.

“Email works best when content is carefully selected from all available sources and tailored around the interests of a particular audience or segment,” Mr May continued.

Read our feature on trying to stand out from the crowd with innovative email design to learn more

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Article source: http://directmarketing.thomsonlocal.com/News-Advice/News-Archive/Marketing-News/?storyId=84978

Mobile allows firms to engage and measure campaigns – Business Strata