NJ: As a conversation, does it work both ways? MW: I think so. You’ve got a wealth of feedback suddenly open to you. So now you’re equipped to have much more of a relationship with people if you listen to what people are saying back to you. That feedback is going to come in a lot of different ways: It’s going to come from people clicking on things,


it’s going to come from people not clicking on things, and


it’s going to come from seeing people buy stuff or put things in their shopping basket and then abandon them, or from people simply not opening your email at all. . It may come from people ringing your call centre . This is all feedback


NJ: So how do you see the future of email marketing? MW: The more you can corral all that information and make your email database essentially a dashboard for the health of your relationships with your customers, I think the closer you’re going to be to – had to get the word web2.0 in there somewhere, didn’t I – the way you’re going to get much closer to, I think, how marketing communications going to look like in a web2.0 world.


And as I say, it creates new rules of best practice that go far beyond what the law tells us.


Click here to see Mike Weston speak at a Fresh Business Thinking Masterclass


www.silverpop.com


48


HIT ME! HOW TO GET YOUR BUSINESS TO PUNCH ITS WEIGHT 0NLINE


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53