In her latest MediaPost Email Insider column, Ogilvy’s Gretchen Scheiman introduces B2B email marketing to social media’s darling, Twitter.  Check the four top places where Twitter content can add value to B2B emails here.

Ben & Jerry’s announcement that they would no longer use email in the UK set off a flurry of reactions, from CMOs asking their staff whether they still need email to an entire industry up in arms over the news.  As a participant on the Inbox Insider’s list (a list of influential email industry folks), Ogilvy’s Gretchen Scheiman wanted to share the thinking from other marketing folks.

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Gretchen Scheiman gives some advice on one of the toughest challenges in email marketing: Managing Cadence.  See her article on the MediaPost Email Insider blog.

With the explosion of all the cool new gadgets in social media and mobile marketing, it’s easy to lose sight of the CRM opportunities in each of these new channels. Companies need to identify the right owner for “messaging” - whether it’s through email, mobile SMS, or social media.

Gretchen Scheiman’s article in MediaPost’s Email Insider today is a call to email marketers to use their existing knowledge base to take over the messaging component of these two new channels. It also features a list of critical components marketers will need to kick-start the channels.

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Effective, cost-efficient segmentation is the holy grail of email marketing. This Holiday season, a major retailer resolved to maximize revenues from the email channel by segmenting their customer base and sending more targeted emails.

To do this, they challenged agency partner Ogilvy to help them overcome two of the biggest hurdles most companies face when they decide to segment and target: what to do with the data, and how to keep creative costs reasonable while increasing the number of versions exponentially.

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