With all the buzz about the Internet of Things, and other innovations, marketers can easily overlook the vital role of stalwart strategies such as email marketing. Email subscribers represent a reliable, reachable audience.
But in fact consumers have already adopted email as an essential activity in the one device central to IoT campaigns—smartphones. eMarketer noted that mobile-only viewership of email rose 64% back in 2013. Email subscriber opt-in, therefore, is a bridge between the initial contact with a customer and deploying a strategy with mobile as a core starting point. It is why many companies consider email campaigns a key element in a multichannel campaign.
So what steps should marketers take to ensure that email campaigns fit with an IoT environment?
Many advanced tag protocols are designed to capture dimensions and metrics in a way that standard reports may not. Using those protocols can allow for flexibility in capturing data and labeling it so that it better aligns to IoT devices.
The Google Analytics Measurement Protocol is an excellent example. It is designed to send data from any online device or system, from digital home appliances (washing machine, coffee machine, slot machine) to networked POP systems.
To incorporate in email, marketers add an image tag to an email template, then install the Measurement Protocol script in a tagged site that is a central point in an IoT-influenced network. The metrics are labeled in the parameters, and the parameters are sent via HTTP POST. Marketers should work with developers to develop and vet the functionality of any advanced analytic protocol.
Email metrics can be a weak link in the customer experience campaign chain. Examining a few basic metrics can eliminate those weak links. Key metrics typically include the following:
The metrics should then be factored into ratios reflecting email campaign performance.