Everything related to the “ open movement ” has its beginnings in a technological base, in the same way that the social web owes part of what it is to the web 2.0, the “open” universe originated in the world of software: open source and free software – in this case, the communities within an “open movement” are managed by the community of producers and not by mechanisms of the market or a business hierarchy.
This also has to do with the concept of “ P2P ” or peer-to-peer, a process that has inspired areas of human interaction: government, business or education, to give an example.
It is precisely in these interactions that occur partners email lists differently from the “traditional environment” where email marketing processes become important (along with other communication tools). We can share with you 3 cases from Mittum where email marketing becomes especially important in “open” environments :
Open Government
One of the best cases of using email marketing (and other digital media) in open source environments is in “ Open Government ”, a form of permanent communication between the administration and citizens, which occurs in a bidirectional manner that achieves the effective participation of citizens in the decision-making, collaboration and control processes of the administration.
For this very reason, Web 2.0 tools such as email marketing are used and needed, since the key parts of the process are participation, transparency and collaboration, something that a newsletter through a citizen consultation campaign can provide you.
In this sense, the United States has large platforms and organizations that, among other tools, use email marketing to generate interaction between citizens and government, as is the case of POPVOX or OpenCongress .
OpenCongress is an open government platform, and one of the great examples in the USA of the use of digital media in open source environments.
OpenCongress is an open government platform, and one of the great examples in the USA of the use of digital media in open source environments.
Lead generation and email marketing techniques
Crowdfunding
Another case where email marketing is useful in open source environments is in crowdfunding . For those who are unfamiliar with the term, it is a process of collective cooperation, carried out by people who create a network to obtain money or other resources. The Internet is often used to finance the efforts and initiatives of other people or organizations.
In this case, email marketing is one of the main elements to encourage the participation of potential “donors” or collaborators, through the “one-to-one” effect that a newsletter can cause. In this area, there are major brands that make good use of newsletters and email marketing, such as Kickstarter or Indiegogo .
Example of Kickstarter email communications
Example of Kickstarter email communications
Crowdsourcing
Another example of email marketing in open source environments is crowdsourcing, literally translated as open distributed collaboration or open outsourcing of tasks , and consists of outsourcing tasks that were traditionally carried out by employees or contractors, leaving them in the hands of a large group of people or a community, through an open call.
In this case, automated, programmed and personalized email marketing tailored to each subscriber is one of the few tools that can support the goal that a crowdsourcing movement pursues, since it essentially depends on the fact that, due to the fact that it is an open call to an indeterminate group of people, it seeks to bring together those most suited to carry out the tasks, respond to complex problems and contribute the freshest and most relevant ideas to their contributions (for example, the Change.org signature collection platform is one of those that most takes advantage of email marketing as a tool).
Email marketing is one of Change.org's main tools to achieve its collective goals
Email marketing is one of Change.org's main tools for achieving its collective goals. It is one of the platforms that best uses this tool in open source environments.
As you can see, even in the open environment, sometimes labelled as complex, email marketing has its place and importance. What other example could you share with us?
