Die Evolution von E-Mail-Marketing und Social CRM

Smart email marketers know that leveraging customer data is the key to creating relevant and effective email marketing campaigns. By tying into customer databases, email marketers can target emails based on key demographic and preference data. Integration with e-commerce systems can help trigger relevant messages based on past purchases. And web analytics data is key to delivering relevant messages based on page visits and shopping cart activity.

These are all excellent tactics that many email marketers are doing today (or at least know they should be doing), but what about fine-tuning relevance based on your customers' activities in social media?

While there are a number of definitions for social CRM, at my company, we define it as layering social media activity data on your customer database to enable more precise targeting. This information can be a real boon for improving the effectiveness of your email marketing campaigns. There have been a lot of discussions about making email marketing content shareable, which essentially has email driving sharing activity, but there is an even greater opportunity to have social media influence email marketing activity.