Home > Digital Communications, Uncategorized > Now on to the geeky stuff, lol…OpenID and email marketing

Now on to the geeky stuff, lol…OpenID and email marketing


I had to get a lot of the other writing out of my system…and it felt good…haven’t done it in a while…but now, with this post, I am ready to address some thoughts I have been brewing on for the past few weeks in regards to my beloved world of digital communications…

So, lately, I have been really focusing on the evolution of Open ID and what it means for email marketing. I think many in the world of email marketing are still trying to wrap their minds around social media, which is sometimes frustrating seeing as technological advances are happening faster and faster everyday. However, with something like OpenID, its ease and simplicity, all marketers are going to have to catch up and fast.

Before we go into the why, let’s determine OpenID is anyways.

Open ID (also, check out this link for more info) is basically a method for people to log in to a multitude of different trusted sites with the same trusted login — thereby lessening the amount of times you have to login to multiple sites and the amount of username/password combinations you have to remember. Does it sound awesome? Yes…especially since I like the idea of having one login to use wherever I go.

On the flip side, would I be lying if I said that it doesn’t worry me just a tad that all of my information, all of my data, all of my keystrokes can be tracked back to one ID specific to me? Yes, I would be lying. But you know what? I am sure that all of that information is available to someone already, if they cared to really look for it. Scary? Yep. Life as it currently exists? Yep.

Anyways, what does this all mean for email marketing? Or the space of marketing overall? Frankly, I cannot decide if it gives marketers a headache or it solves alot of data problems. If the user has an OpenID and decides exactly what information is shared whenever they login into a site, what if they decide not to share anything at all, including their email address? What if the user decides that they do not trust your site (or that they do not trust OpenID on your site) and the user decides not to entrust your site with any of her personal information? You have just now lost out on the opportunity to gain any further insight into who the user is or worse, she left your site without any further interaction and you completely lost out on a potential customer.

Ooooorrrr…you could use OpenID to your benefit. If you add OpenID to your site, which could very well allow you access to a myriad of user data (of course with the user’s permission), you would then have a higher likelihood of sending more relevant messages to users. As for email marketing, OpenID would definitely make it so much easier for email marketers to get clear, correct information attached to a specific email address, which is always extreemely valuable. So, I guess, in the end, OpenID is an overall win for email marketing.

At the very end though, the user just might win since she ultimately controls how/what portions of her data are shared and with whom. Yay for the user!

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