MarketingSherpa Email Marketing Summit Miami 2010 wrap-up

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MarketingSherpa Email Marketing Summit Miami 2010 wrap-up

  1. 1. 09 February 2010<br />Miami Email Marketing Summit ’10Revisited<br />Kenny Van Beeck<br />
  2. 2. 2<br />09 February 2010 |<br />Email Marketing Summit’10 =<br />“<br />A broadvariety of internet marketers, passionateabout the samesort of stuff, eager to discover and share “whatworks” and “what’snext” in email marketing.<br />”<br />VISITORS:<br />&gt;800 marketers and vendors<br />TARGETS:<br /><ul><li>Trading tips, secrets, ideas and successstories
  3. 3. Gathering expert knowledge
  4. 4. Discover new trends in eMarketing
  5. 5. Networking</li></li></ul><li>3<br />09 February 2010 |<br />Impressions<br />
  6. 6. 4<br />09 February 2010 |<br />Agenda<br />Day 1: Pre-summit workshop by Dr. FlintMcGlaughlin<br />Day 2: <br /> - Opening session<br /> - Keynote – Joseph Jaffe<br /><ul><li>5 B2B cases
  7. 7. 5 B2C cases</li></ul>Day 3: <br /> - Opening session<br /> - Keynote – Dela Quist<br /> - 3 B2B cases<br /> - 3 B2C cases<br /> - Award winning emails<br />
  8. 8. 5<br />09 February 2010 |<br />Day 1: Pre-summit workshop<br />General findings<br /><ul><li>People don’t buy from websites, they buy from people. Pour that feeling intoyour website.
  9. 9. Clarity trumps persuasion.
  10. 10. Too many of the emails look likes magazine ads. The problem is that many emails are created by agencies that are used to creating paper ads.</li></ul> Flint also handed us an effective three-step approach to email marketing effectiveness:<br />Optimize your capture forms<br />Create effective and relevant emails<br />Provide smart and crystal clear landing pages<br />
  11. 11. 6<br />09 February 2010 |<br />Day 1: Pre-summit workshop<br />Formula<br />
  12. 12. 7<br />09 February 2010 |<br />Day2: Opening session<br />Joseph Jaffe<br />“Flip the Funnel: How to use existing customers to gain new ones”<br />(+ )=<br />Hypothesis:<br /><ul><li>Retention is the new acquisition
  13. 13. Customer service becomes the new key in marketing
  14. 14. The real role of social media is retention</li></ul>*<br />SOCIAL <br />
  15. 15. 8<br />09 February 2010 |<br />Day 2: Opening session<br />Joseph Jaffe<br />The 3 step plan:<br /><ul><li>Unify inbound/outbound service
  16. 16. Marry customer experience with word of mouth
  17. 17. Formalize the process:  A New Customer Activation Model- Content , Conversations, Commendations</li></li></ul><li>9<br />09 February 2010 |<br />Day3: After-Breaksession<br />DelaQuist<br />“Talk to Me: Permission in a Multichannel World”<br />A quick overview of his quotes:<br /> Email subject lines are the new Twitter for e-marketers. Use that space and be creative!<br /> Forget relevance – it’s about value! Value has relevancy. Relevance may not have value.<br />Difference between B2B & B2C? Same guy, suit vs. baseball hat – still need to deliver value.<br /> When you buy an email list your thought is “rape & pillage” not “nurture”<br />
  18. 18. 10<br />09 February 2010 |<br />Overall take-aways<br /><ul><li>Social media are very hot in the US
  19. 19. Permission in this opt-out regulated country becomes more important
  20. 20. No doubt deliverability will benefit from this</li></ul>Here a a few thoughts you might consider when designing the ideal flow:<br />Get your customer engaged with your brand through the social world.<br />Gain their trust and convince them to subscribe to your list through a well-constructed subscription form.<br />Follow customers in your email program respectfully offer them relevant customer lifecycle campaigns.<br />Manage your lists well. Remove bounces and unsubscribes regularly.<br />Monitor your IP’s on reputations and deliverability and use the proper infrastructure.<br />
  21. 21. 11<br />09 February 2010 |<br />The impact<br />www.socialemailmarketing.eu<br />www.b2bemailmarketing.com<br />bx.businessweek.com<br />www.emailmarketing.fr<br />www.theemailguide.com<br />www.belgiancowboys.be<br />www.onlinemarketingmanager.be<br />www.marketingexperiments.com<br />www.dolist.fr<br />
  22. 22. 12<br />09 February 2010 |<br />The impact<br />
  23. 23. 13<br />09 February 2010 |<br />Contact<br />Kenny Van Beeck<br />kvanbeeck@emailgarage.com<br />tel + 32 2 658 29 50 <br />http://www.emailgarage.com<br />http://blog.emailgarage.com<br />http://www.twitter.com/emailgarage<br />

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