The 4 Pillars of Email Marketing
In today’s MarketingSherpa Chart of the Week, we looked at the long list of organizational email marketing goals marketers told us they are focusing on for the next 12 months, and I implore marketers to narrow their focus to just the three or four goals that will really move the needle in their email marketing program this year.
This is not an exercise I’m unfamiliar with. As we launched the Call for Speakers for MarketingSherpa Email Summit 2014 at the Aria in Las Vegas, we also had to decide the email marketing pillars to focus on – and in the spirit of simplifying, this year you can enter MarketingSherpa Email Awards 2014 and submit a speaker proposal using the same form.
At Email Summit 2013, we built the agenda around five email marketing goals and two elements. Frankly, it was just too much. If you focus on everything, you focus on nothing.
So this year, we’ve narrowed down the Email Summit Call for Speakers and Email Awards Call for Entries to four topics. These topics are below, along with links to MarketingSherpa reporting to help you improve your email marketing, and perhaps get your juices flowing for your own proposal/entry.
Build and Cleanse: Efforts to build up email lists, or strengthen the program overall through cleansing make up this pillar. List data and management, database hygiene, list testing and optimization are examples of the types of campaigns to fall within it.
Create and Design: This pillar will recognize message testing and optimization, as well as delving into marketing efforts involving design creative, copywriting, messaging.
Deliver and Automate: This pillar will focus on marketers’ efforts with marketing automation and deliverability. The function and theories behind testing and optimization will also be discussed within this pillar.
Connect and Integrate: The optimization of email integration tactics with social media, websites, mobile, offline and testing will make up this pillar.
But, enough from us. We want to see what you’ve been working on, and more importantly, how your marketing peers can learn from your work. If you have any questions, we’re here to help. You can check out the FAQ … or just ask us.
Also, we put together a quick video to show you what it’s like to be an Email Summit speaker…
Courtney Eckerle, Reporter, MECLABS, contributed to this blog post.