Posts Tagged ‘Email Evolution Conference’
Posted by admin on February 12th, 2009
At the 2009 Email Evolution Conference, a room full of email marketing professionals voted on three frequent topics in this industry in order to define what is considered “best practice.” This opening session forum called “The Great Debate” tried to answer the following questions…
1. Do you use a pre-checked or an unchecked opt-in box on your email sign up forms?
2. Do you use single or double opt-in strategy for email list building?
3. Do you remove non-responders from your email list?
Any one of these topics could easily be debated for hours but the consensus in the room was this…
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.
Posted by admin on February 11th, 2009
Spirits seemed positive despite the state of the national and global economy on day 1 of the EEC Conference in Scottsdale, Arizona. A majority of Email Marketing insiders and experts still feel that Email is the backbone of the digital marketing universe, but marketers are missing the boat by not digging deep into individual customer needs and keeping their content relevant.
Stan Rapp was a terrific keynote speaker for the event and delivered a powerful message: “It’s the e-conomy stupid!”. Stan still feels that Email Marketing is an afterthought rather than a golden opportunity to create a relevant one-to-one customer experience. Rapp said that email is “the most pointed, potent and profitable weapon in the marketer’s arsenal.”, but unfortunately gets little respect. Madison Ave. executives are wasting billions of dollars – failing to drive customers to engage online. Out of $185 billion that companies spent on traditional marketing and advertising in 2008, only $1 billion was spent on Email Marketing. Stan called for Email Marketers to “fight back or get left behind.”
Relevancy was a key point touched on by many session speakers. With many companies slashing budgets on traditional marketing and advertising efforts, email has become more of a focus, but with much misunderstanding. Many companies are looking to increase their campaign message volume, rather than narrow their focus on individual customer preferences. Marketers must do a better job of communicating the benefits of creating highly-targeted relevant content to senior management, otherwise they risk not only deliverability issues, but increased opt-out rates.
Social Media was also a big topic focus and discussion piece. Although this rapidly evolving media has become a primary focus for companies, it remains relatively unclear what the most effective approach for channel leverage is. Most agree that having a Social Media presence is important for companies, but goals and objectives vary greatly, and measuring ROI impact is still challenging to measure.
Posted by Jordan Ayan on February 12th, 2008
I am in San Diego at the Email Experience Conference. This is an exciting event as it is really the first time that this organization has ever really focused any true energy on this channel. I spoke on the first day at the Email Boot Camp with fellow email industry veteran’s Austin Bliss of FreshAddress and Karen Talevera of SynchronicityMarketing. What was exciting about the session is that it was filled with individuals from great companies who are new to the email channel. It reinforces what we have been saying about email marketing. The industry is growing and the opportunity for companies that want to figure out how to use it properly are great.
The first night kicked off with a cruise of San Diego harbor. It was the perfect way to start this conference. Participation was great (the boat was filled to capacity), and everyone had an opportunity to mingle and network in a wonderful setting without any distractions (other than the beautiful skyline). I have to say being out of Chicago where the windchill hit 40 below, also was an added bonus.
I’ll try to provide more updates on the conference as the week goes on.
Posted by Jordan Ayan on July 9th, 2007
I just listened to the Email Experience Council (EEC) and DMA’s joint conference call announcing that the DMA has acquired the EEC. This is exciting news on one front, but also causes concern. Perhaps it is finally DMA’s recognition that email is really an important component of the marketing mix. Many DMA members have been using email for some time, but DMA’s reputation in the area of supporting the community and focusing on the critical issues to the industry has been disappointing.
The concern is that DMA is an organization that has traditionally focused on non-electronic communications. Their lobbying efforts are focused on postage rates and legislation related to the sending of catalogs and envelopes. The question is can they change this to address this new group, or is this going to be an acquisition that sours like the Association of Interactive Marketing (AIM) that was a disaster for the interactive community. Back then, the DMA just did not get it. With the DMA under new leadership, perhaps now they will.
So kudos to Jeanniey Mullen and her team at the EEC for building a great organization in a very short amount of time. Those of us in the community are looking for great things in the future.