Yesterday I spoke at the Inbound Marketing Summit, a conference that focuses on social media as a channel for inbound leads. Interesting speakers and an engaged audience, it was interesting to interview the vendors in the social media space.

Many of the vendors provide tools to monitor the social media space and let you know who is talking about your brand, using sophisticated contextual analytics tools to determine intent: are people speaking positively about your brand? Negatively about your brand? Or is it neutral. I asked each of the vendors: so knowing this information, what do I do with it? How do I make money from this info. The typical response was to throw the question back in my face: “If you had this data, what would YOU do with it?”.

My response was: “I’m not sure, which is why I’m asking you.”

With email marketing, the answer is a bit more straightforward, as I mentioned in the panel I was on: email has a $44 return on investment for every dollar spent. Each dollar you spend inproving your deliverability, growing your list, or improving your creative will be returned multiple times in increased revenue.

Next week, I’ll be speaking at the ExactTarget users group meeting in Indianapolis and I’ll be discussion social media and email and how the two go hand in hand. We’ll also be pulling good and bad examples of email creative from Email Analyst and having a team of experts critique the examples.


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