Email Evolution Conference Day 2 Recap
Posted by admin on February 12th, 2009
Day 2 of the EEC started off with a battle royale between industry heads on various email hot topics: single vs. double opt-in, pre-checked vs. un-checked selection boxes and keeping vs. cutting inactive subscribers. Both sides made presentations stating their case for one side or the other – which made for a very difficult crowd vote. Ultimately single opt-in, un-checked boxes and keeping customer list (but making an effort to re-engage) prevailed. I think the key takeaway though is that every customer situation is different. Depending on goals, business model and other various factors, it’s important to choose a strategy that will generate success. Remember to thoroughly test these approaches as well.
SMS messaging was another productive session that covered integration of the technology with email and methods of approach in this still evolving marketing channel. I learned many best practices, and found out that many similar to that of email. For instance, getting your own short code is usually good for larger brands, but smaller ones should usually share (similar to a dedicated vs. shared IP address). Also, it is important to establish good relationships with mobile carriers, or you risk your message not being approved. Since this technology is widely used by younger audiences, it will be important to stay abreast of how marketers can leverage the channel.
A very interesting session on the correlation between Search and Email ensued later in the afternoon, and gave enlightening insight on how these two seemingly different marketing sectors should actually be closely knitted friends. Jason Baer gave an excellent presentation: Cross Pollinate Search and Email on how the two should join forces as they both share 3 primary commonalities: timeliness, linguistics and relevancy. Paid search is also a great place to test email offerings or incentives instead of going for the hard sell.