Keynote: New Email Marketing Research -- What Works, What Works Even Better & What Kills Response
In this practical numbers presentation, our real-life research team will reveal brand new research results that could change your 2007 plans. Includes:
- New eyetracking study results of *actual attendees* email campaigns
- Exclusive Transactional Email & Promotions study results, new for March 2007.
- Revelations how many of your email marketing peers really use proven best practices in real-life. Plus, stats about budgets and testing plans for 2007. Includes results from an all new study of 250+ of the most advanced email marketers in the world.
Top 3 Case Studies: Inspirational Marketers Present Newest Email Test Results
Discover what tests your marketing peers are trying -- and how the results are so far. We picked three fascinating tests you may want to duplicate back at the office after the Summit:
#1. Doubleday Entertainment runs more than 300 email campaigns to market books and book clubs every month. Get their latest test results including: emailing wishlists, cart abandons, behavioral targeting, list clean-up campaigns, event-triggered flows, offer tests, and of course subject lines.
#2. Sprint Nextel has been testing adding promotional offers into their transactional messages routinely sent to customers. Find out how the tests worked out, and if this tactic is one you should consider copying.
#3. Match.com has been very aggressively testing emails sent to paid subscribers and registered members. Find out which tactics measurably help them increase account conversions as well as lifetime value and loyalty.
How to Improve Your Email Newsletters -- Proven Tactics from Real Life Marketers
The good news is both consumers and business execs are still signing up for email newsletter subscriptions in the millions. (The average list grows more than 20% per year.) But, newsletter open and click rates have been sagging for the past two years.
Is your newsletter too routine? Do you have 'click-me-now' editorial content? This session will help you understand how to segment your newsletter for better responses, and how to create content that's not just 'yet another article'. Revive your content and revive your results.
Office Politics - How to Get Your Budget & Email Best Practices Approved
Do you dread returning to the office after an inspirational Summit, only to find your email improvement ideas are squashed by the Powers That Be? Learn specific real-world tactics for getting decision makers in an organization to move past the same old email marketing they've been doing for years. This session may be the most useful one of the entire Summit for you.
Top 3 Ecommerce & Retail Case Studies
Three real-life ecommerce marketers will present the results of recent tests to inspire you. Does something so simple as adding a security icon to your email creative improve sales? Discover's PETCO's data.
Next, apparel marketers and marketers targeting the teen and 20-something demographic won't want to miss West49's Case Study. Hear how they launched an All Acccess Pass Loyalty program, and used the data to tailor future sales offers by gender and geography. Was all the extra work worthwhile? Find out.
Top 6 B-to-B Case Studies
Business-to-business email marketing challenges can be *completely different* from consumer campaigns. That's why MarketingSherpa includes two full panel sessions featuring six new Case Studies from B-to-B marketers, including Intel, IBM, Bucyrus Blades, Adobe, Intertek, and BBiOnline.
You'll learn:
How to send dynamically driven offers out via your field sales force
Tips on international email marketing to execs outside the US
How emailing small-medium businesses is unlike marketing to the Fortune 500
Improved pre-event and post-event emails for webinars, trade shows and user conferences
How to use email for competitive positioning
Fundraising & Non-Profit Email Campaigns
Horrible but true, the not-for-profit sector is one of the most behind in using email marketing. In this expanded 90-minute session, learn why fundraisers and charities are often so bad at email. Then be inspired by a series of real-life examples and Case Studies of fundraising emails that really work. Yes, after the Summit, we'll send you a copy of the slide deck from this presentation (as well as the rest) so you can use the creative samples to galvanize your team's work.
Top 3 Arts & Entertainment Email Marketing Case Studies
Are you in charge of marketing tickets to an event? Whether you're marketing for a symphony, an art exhibit, Shakespeare, or the Rolling Stones, be prepared for real-life samples and tactics to rev up your ticket sales. Yes, this 90-minute session features real-life marketers from both sides of the non-profit/for-profit fence. No matter what your budget is, you'll get some worthwhile advice.
Invited Presenters: The Metropolitan Museum of Art, Berkley Repertory Theatre and TicketsNow.
New Research + 2 Case Studies: Consumers Reveal What They Really Want from Email (But Does it Work?)
This winter, two marketers from completely different organizations -- a local credit union and a nation-wide entertainment ticket seller -- asked consumers on their opt-in lists to take a survey that asked, "What do you really want in emails from us?"
Find out what the consumers told the marketers. PLUS, discover how email response rates changed when the marketers ran test campaigns based on specific consumer feedback. Do consumers really want what they say they want? This is a fascinating session for anyone who's ever run a reader survey or focus group.
Integrating Mobile + Email Marketing
Chances are many of the emails you send are being opened by people on their Blackberries, cell phones, and other PDAs. What does that mean for your clicks? Discover how to tweak your landing pages and/or site to be mobile-friendly without a complete overhaul. Plus, discover how advanced marketers include triggered text messaging as an automated supplement to their regular email programs.
Buying Email Names: Append, List Rental & Co-Registration Realities
If you are relying on your own site traffic and viral pass-along alone to build your list, you are missing up to 60% or more of your list growth potential. Please note: MarketingSherpa and our presenters only advocate 100% permission-based opt-in tactics where consumers proactively ask to be on your list. In this 90-minute session you'll learn from brand-side marketers with real-life experience:
How to use append to "recover" email accounts that have lapsed when consumers switched addresses.
How to create permission-based campaigns to rental (double opt-in) names, asking them to join your list as well.
Why co-registration is the most aggressively growing sector of the list industry in 2007.
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MarketingSherpa Email Marketing Summit
