Archives for August 2013

Naming conventions for links in email marketing

You are probably already using naming conventions for items in your business: things like invoice numbering, sources of data, file-naming and sales leads but are you being as logical and organised about links in your e-newsletter and promotional emails?

Setting up a naming convention can help you identify and analyse where people are clicking as well as highlighting streams of content that are getting the most engagement. For example, if you were sending an email newsletter about catering services, a link to a blog about September specials might be tagged as blog_septspecials while the link to an article about fresh ingredients might be named article_freshingredients.

The location split of call-to-actions inside your email might be tagged cta_header, cta_main and cta_footer because they are all linking to the same class of object. You could also look at setting up conventions for the type of links in your email: blog, article, image, cta, button and text are all commonly used.

You may already be analysing heatmaps for your email campaigns and these can definitely work in partnership with naming conventions. The heatmap will give you a click spread for one campaign at a time while the naming conventions enable you to build up a “click picture” over multiple campaigns for certain types of content.

Do images get more clicks than text links? Do images get more clicks at the top or bottom of your emails? These sorts of questions can help you refine your email content and how you allocate links.

The new marketing department

A recent Forrester report concludes that “…business-to-business (B2B) heads of marketing who improve their team’s agility and simplify peer working relationships will enjoy more executive confidence….key to this transition will be their ability to span organisational silos and focus corporate strategy, energy and budget on enhancing knowledge of, and engagement with, customers.”

An urgent challenge content creators and marketers face today isn’t working out the new “normal” but rather how to build agile marketing departments that are equipped to respond to the unknown and unpredictable. Research supports this; for example, the Forrester report found that 97 percent of marketers are doing things they’ve never done before, and the same number are seeing a dramatic gap in the breadth and depth of skills needed.

It’s about change, not scale. We’re now at the point where we need to stop worrying about skillsets and start hiring for mindsets. We need to approach our marketing departments less like a machine to be controlled and more like a complex, dynamic system that can learn and adapt over time. This is the path to building fluid, organic processes that respond to new buyer behaviour, rather that the rigid structures with which we’re familiar. Companies around the world fueled by agile marketers are disrupting marketplaces, gaining customers bu subtle influencing and eclipsing their competition.

Agile marketers will serve as the agents of change that enable enterprises to respond to — and even lead — evolving customer expectations. This is how we’ll create truly integrated approaches in which content marketers are the ones who orchestrate all channels in an organisation so as to build long-lasting customer relationships.

By the way, this is called social business.

IBM on social business



Social is not the new water cooler; it is the new production line. IBM’s short, pithy video makes the social business case beautifully.