E-Mail Marketing to Educators: What`s Working was put on Heller QED on October 12th. I had the honor of speaking about eMail marketing in a web 2.0 world.
My core message was that eMail 2.0 is activity driven, not demographics driven.
A person does something, and the company responds in a personal, authentic, and timely manner with a communication. It has the same give and take as a conversation. The focus is engaging people early in the decision making cycle with useful information, not at the end with a last ditch special offer.
As a follow up to the call I’ve assembed the following list of resources for attendees. I’ve also included my presentation for those who were unable to make the call.
My presentation (PDF) Download file from today with speaker’s notes included.
A couple of really good articles that lay out the case for the conversation economy.
The Conversation Economy – Business Week
Internet Marketing Mind Map – very cool
These are all books that will build background knowledge and understanding of the larger trends that are at work today in the marketplace.
Naked Conversations: How Blogs Are Changing The Way Businesses Talk With Customers
All of these blogs touch regularly on issues related to marketing in a web 2.0 world.
Marketing and Strategy Innovation Blog
These blogs won’t teach you about email or marketing – but they will show you the kinds of conversations educators are having in general. These are some of the best but there are thousands out there to sample from.
These are all tools that will help you measure traffic and activity on web sites. Some are free, some are not.
Service Providers and Autoresponders
These are companies and products that can help you set up your response trees, manage the process, and track performance metrics.
You can also build a lot of this directly into your website if you choose to.