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BizReport : Email Marketing : March 16, 2010

StrongMail moves into social with new release

A new offering from Strongmail could make it simpler for social marketers to connect with influencers. This month the online marketing hub released its Social Studio application which gives marketers the ability to connect with social consumers through the email marketplace.

by Kristina Knight

strongmail.gifSocial Studio gives marketers the ability to target messages, measure response and optimize messages in the social space. By analyzing which messages connect with social consumers marketers stand a better chance of messages being shared or going viral in the case of video. Rather than focusing on impressions the platform tracks actual conversions and awareness.

Ryan Deutsch, vice president of emerging media at StrongMail said, "Marketers finally have access to the metrics that they need to evaluate the performance of their social media efforts. Whether they are launching viral referral campaigns or making content sharable, everything can be measured and tracked back to the business' bottom line."

A recent eMarketer report indicates that targeted emails stand the best chance of appealing to consumers, social or not. In fact, because consumers have complained so loudly (by unsubscribing) or quietly (by simple non-response) more marketers are beginning to segment mailings based on interest, recent click activity or demographic. Adding in a social component could deepen engagement with email even more.

The Social Studio platform is currently available for a 60-day free trial, but marketers must sign up by March 22, 2010 to take advantage of the suite of tools.

Tags: email marketing, email sharing, eMarketer, social marketing, social sharing, StrongMail

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