Day Two at the Email Insider Summit is in the books. Powerful speakers, informative panels, and riveting roundtables ruled the day.
Don’t forget: follow the action in real-time on Twitter (#EIS).
The morning started off with Jim Sterne, Founder and President, Web Analytics Association discussing cross channel measurement and attribution of email. Some highlights:
- Marketing is about communicating value.
- Marketers think about the channel (email, store, web, etc); consumers just care about the company.
- Everything you do has to be about the customer. Has to be your “reason for being.”
- The “Critical List”: Know the value of an email address. Measure everything. Test everything. Use email as a leading indicator. Segmentation is the key.
- If you are responsible for email at your company and your job ends at the click-through, your company is in trouble.
- Email becomes a marketplace listening post - the testing ground for what will work in “slower channels” (radio, TV, etc…).
- Beware of the “Hippo” (HIghest Paid Opinion, aka the boss). Best response is, “Great. We’ll test that.”
- Test in order to statistically prove: Watch behavior, then respond to it.
Next up was “Email as a Social Media Tool.” This panel included:
Jay Stevens, VP, Online Marketing, International, MySpace
Karla Venell, Manager of Database and Email Marketing, General Mills
Brian Whalley, Community Director, Our Stage
Some of the key takeaways:
- Social Network Drugs: LinkedIn–>Facebook–>Twitter
- From Push to Pull to Sideways: Direct Mail, Email = Push; Search, RSS = Pull; Social, User-Generated Content = Sideways
- Jay of Myspace: “I laugh at the idea that social media is killing email. We’re the biggest users out there.”
- Important to not only identify influencers, but reward, empower, and engage them.
One of the more engaging speakers of the conference thusfar was Bob Frady, Vice President of Direct Marketing at Live Nation. I’ve heard Bob speak before and one of the things that I love about him is that he is very raw. He tells it how he sees it.
Bob’s presentation included many nuggets such as:
- His least favorite phrase: “Think like a marketer.” (This was followed by some choice words).
- Most email metrics mean something to us (as email marketers), but not to senior management.
- Email data is tactical, but management wants strategy.
- The promotion metrics - metrics that mean something to senior management.
- Don’t get “email goggles” - email is important, but it is not everything.
- Email is not always directly measurable, but it is an influencer - influences conversions in other areas.
- If you are not speaking your CEO’s language, you are only hurting yourself.
- Email statistics are pieces of lumber, not a house.
- If you can’t put it in a context that means something to your management, your efforts will be marginalized.
Day 3 begins shortly. Sessions include:
- A Call To Arms: How You Can Truly Move the Needle on Email
- Developing the User Experience (Lifecycle Creative Awards)
- New Tools for New Age Marketing
Can’t wait for the blog post summary? Follow the action in real-time on Twitter (#EIS).
DJ Waldow
Director of Best Practices & Deliverability at Bronto
Related posts:
- Email Insider Summit: Will Facebook Change Email? What valuable insight can 3 young adults who were not...
- Email Insider Summit: Get Ready for Bronto Next week (December 7-10), Bronto will be in Park...
- Email Insider Summit, Day 1: Obama, Moms, and Marketers The Email Insider Summit continues to deliver on it’s promise...
{ 0 comments… add one now }