MarketingSherpa Email Summit 2007 (Day 1)

Day 1, Morning General Sessions
March 5, 2007

MarketingSherpa speaker’s showed that email is “extremely significant” to company’s marketing programs. (Yes, this should be obvious)

Here are some key takeaways…
25% of marketers surveyed have no mention of newsletter or email sign up on their home pages
55% of companies send a Welcome email message within 72 hours

• Roughly 1/3 send content beyond welcome
• Automated email triggers offer a great opportunity to show examples of previous newsletters or cross-sell or up-sell offers
• Strike while the iron is hot and reach out to subscribers when they are most excited about hearing from you.

Transactional email has become more accepted over the past 3 years

• Fewer people are hugely negative or positive towards transactional email as long as there isn’t a lot of heavy, “hard sell” or marketing speak in them

MarketingShepa Email Summit 2007 (Day 0)

Day 0, Boot Camp
March 4, 2007

Here are some highlights from the email boot camp session…

Interesting Statistic: On average, 22% of emails in your customer list bounce per year.
MarketingSherpa speakers suggested that some of the best segments for testing include:

Customer vs. prospects
New opt-in (30 days)
Actives vs. inactives
Recent partners (offer, response)
Triggered (b-day, behavior, etc)

The concept of “Reputation” is based on a combination of the following:

Complaints
permission type
IP address
Frequency w/o relevancy
Authentication
Blacklists
List hygiene

Sadly, the ISP’s don’t give out their “secret sauce,” which makes it difficult for marketer’s to gather and define benchmarks around sender reputation.