A record label obviously has massive amounts of content from song clips to music videos, but capitalizing on that to help acquire email addresses might be better utilized. Anna Lee, who works in digital consumer marketing at the Universal Music Group, cited an example of how social media helped the marketer use a content asset to build an email list. A Latin label within UMG noticed that conversation on Facebook and Twitter had people hungering for lyrics for a coming release. So, a program was set up for if people signing up for an email, the lyrics could …

StormPost's Damian Borichevsky suggested that Facebook becoming an ISP faces challenges. The email address program is balky with: no subject lines for messages; messages getting stacked with the newest ones at the bottom; and a filtering mechanism that puts messages in filters if not sent from a friend. Borichevsky said the system's current incarnation will make it tough to use it as a main ISP. But, Facebook has shown it is constantly evolving and tweaking and improvement could come and likely will. "They are a long way off in some areas," Borichevsky said. "Just the momentum they …

Starz senior marketing manager Angela Clayton suggests sending email messages that can facilitate setting a DVR could be a golden ticket. For example, when a message comes plugging Starz show "Camelot," the chance to set up a recording in real time could drive viewership and engagement. Also within TV marketing, Eventful executive Koshie Nartey, who works with NBC, suggested email can generate engagement by involving consumers in a show production process early on. Messages could bring participation in a poll to vote on which contest to use in an upcoming reality series -- or to offer guidance in character …

Trendline Interactive's Mike Bloxham gives a shout-out to Turner's truTV stunt, where it challenged viewers to bring 500,000 "Likes" to the network's Facebook page for show "Operation Repo." TruTV wound up with well over 500,000, and as a reward made a bonus episode of the show available on the page after the current season ended.

Angela Clayton, a senior marketing manager at the media company that operates the Starz and Encore networks, said it uses email marketing to drive tune-in and build brand awareness for shows. Emails used to cover a wide range of programming. But now that Starz is launching original productions, specific emails tied to individual shows are producing higher click-through rates, again showing the power of more targeted emails. Yet, what is Starz learning about its viewers through the process? "That's one of our challenges," Clayton said, noting Starz is evaluating internal data bases to looking to deliver even more personalized …

Liz Gould, who works at Experian CheetahMail and has Comedy Central as a client, said that promotion on TV and with Facebook in advance of last summer's "Rally to Restore Sanity" -- with Jon Stewart and Stephen Colbert in Washington -- led to the largest Foursquare check-in to date.

Arthur Middleton Hughes, a noted author and vice president at The Database Marketing Institute, says that within companies email marketers struggle to gain an internal focus and spending. "In almost any organization, email is at the bottom of the power structure." TV leads the pack, Hughes says in a keynote address for day two of the MediaPost Email Insider Summit. Hughes said it is critical to determine the lifetime value of a customer, a metric he defines as profit received for a person over three years. Lifetime value can vary from company to company. To determine that, …

With email marketers having to deal with Gmail's Priority Inbox program that can filter out non-relevant emails, Josh Glantz, the general manager for Publishers Clearing House Online, said his company views it as a competitive advantage. If the sweeper system drops irrelevant email from crowding an inbox, it simply increases the chance a more germane communication will be opened and interacted with. "Its going to benefit those who are providing relevance," he said. On one level, the Gmail program is akin to what ISPs have been doing for some time in trying to eliminate spam, so it …

Pontiflex's Jordan Cohen hammered home the need to find a strategy for marketers to capitalize on the mobile channel, a critical acquisition vehicle. "Consumers are spending more time on these devices," Cohen said. "Hey that's where we've got to be in terms of acquiring them." Southwest Airlines and Tommy Hilfiger have been offering an opportunity through mobile communications to sign up for ads -- maybe with discount offers -- which is aimed at responses allowing marketers to gather customer email addresses.

Talk about real-time email. Jonathan Treiber, CEO of RevTrax, said that a regional electronics marketer may not make money (or much) when it sells laptops. The profit comes from up-selling with a mouse or external hard drive or other amenities. So, it moved to integrate email marketing with purchases, so an email waits for a customer with coupons redeemable in the store.