Marketing Sherpa held its annual Email Summit at Caesar’s Palace in Las Vegas recently.
In all, 45 of the industry’s leading experts made presentations, and dozens of companies shared case studies on best practices.
Here are 10 learnings attendees took home from the event:
1. In e-mail marketing content is not king. Relevance is. You can increase relevance through triggered messages based on subscribers’ actions, database segmentation and targeted messaging, and detailed subscriber preference centers.
2. ROI conquers all. One way to shift others’ opinions of your email marketing efforts from “office zero” to “office hero” is to calculate its ROI and show it to your team.
3. Emails sell clicks, not products. Emails capture clicks that bring people to landing pages. Emails get clicks by clearly explaining offers, offering incentives, and reducing friction and anxiety.
If our email campaign has done its job, the landing page will sell the product.
4. Social email is more than just adding a “Share this” button to your emails. It has to be a concerted effort using other media to engage users.
Example: Last Mother’s Day, Overstock.com asked Twitter followers to tweet their moms’ best advice. Then it incorporated the tweets into emails to engage its house list.
5. Performance and relevance are interrelated. Email spam filters are getting more sophisticated. The best way to avoid ending up in the junk mail is to create relevant emails that subscribers consistently open and click.
6. Optimize your emails for mobile. Smartphone adoption is rising rapidly and reading mobile email is one of the top activities. So it’s important you know how your emails look on mobile devices.
Four tips: Avoid large images and tables and columns. Create shorter messages. Use formatted text for calls to action instead of image-based buttons.
7. Add the power of “real time” to your email marketing. Instead of adhering to rigid schedules, add “real time” messages to your mix, like emailing a blog post highlighting a new announcement about an acquisition of new product.
Want to find more about the latest research and recommendations on email marketing? One of my favorite sources on the subject are the editors and contributing writers at Marketing Sherpa.
Adam Sutton recently wrote an excellent post on how a top 5 to 9 brand has moved away from promotional emails in favor of brand and product awareness email campaigns.