In this article originally published by Advertising Age, Yael Penn talks about techniques for utilizing event-based and behavioral (triggered) e-mais to communicate with prospects and customers and extend the life cycle of any campaign, whether it is traditional or interactive.

Today’s competitive digital world makes it difficult to get the consumer’s attention. Incorporating video into email marketing is one of the most potent ways to increase email engagement. Marketers using video in email are seeing increased click-through rates, more shares and forwards, an increase in conversions and higher average order value.

The web is the single most used tool for one-to-one and group communication. Millions of people rely on its aggregated resources for research and to make purchase decisions every day. Therefore, it’s certainly logical that some of the most effective lead generation techniques can be seen online.

When an in-house database is grown correctly, detailed profiles of your most qualified and responsive leads are an invaluable resource to your business. A forward-thinking strategy helps develop leads that are not only interested in your products or services, but will make purchases, sign up to your website and become lifetime customers.

Social media has fundamentally changed the way people communicate. To successfully integrate social media into your marketing mix, marketers need to join the conversation.
In this article first published by eMarketing and Commerce, Yael Penn discusses four important things to consider when developing a social media strategy.

Growing your in-house database should be at the top of every marketers list. Why? When done correctly, it will house your most-qualified and responsive prospects.

Though organic list growth may take time and effort, will definitely see a high return on investment.

Consider the following techniques to acquire new leads and grow your list with success.