Insight from the Email Insider Summit (day 2)

Insight from the Email Insider Summit (day 2)

On the first day of the Email Insider Summit, we already saw some great tweets and insights coming by. As expected, because what happens if you mix top Brands, a list of ESP’s emailmarketeers and put them together in the snow? The Email Insider Summit. So lets see what where the top tweets of day 2:

Interesting… when marketers do channel planning, email is almost completely absent from the process. #mpeis

@MikeBloxham People buy from us, but we don’t sell as much as we used to. Instead, we’re influencing/empowering our customers.

@kristinhersant People use email 1/3 of their working day and it doesn’t drop off around lunch time. #mpeis

@ogilvydigital: Mike Bloxham: TV is most primitive screen we have; this will change in next 2-3 years. #mpeis

@kristinhersant: TV is still the 800lb. gorilla. It drives multi-channel communication and word of mouth. #mpeis

@martinlieberman Effective list building comes down to good listening: How do your customers want to hear from you? #MPEIS

@joelbook: Keynoting #MPEIS, Tony Bombacino of, says email is “the digital glue” that connects brands with customers. 100% spot on!

@martinlieberman Use the “Groundhog Day” Theory of Marketing: Learn something new about your customer each time and use it to make them love you. #MPEIS

@csmarriott People don’t always want to be marketed to. But as a marketer, you need to be ready for when they do.  #MPEIS

@martinlieberman Think messaging, relationships, and ROI. Not email. Email is simply a means of delivery. (via @MikeBloxham) #MPEIS

@kristinhersant BabyCenter: Focus on the message… not the acquisition number. #mpeis

@kristinhersant The basics of Internet marketing may not be apparent to the rest of your company. Educate internally and be transparent. #mpeis

@ogilvydigital: Andy Nelson: email works for “special events” where content is ever-changing. Email drives over 40% of traffic. #mpeis

@ryanpphelan and on the trays. @emergenc uses it very effectively RT @andrewkordek: they also do acquisition on napkins on the plane #mpeis

@ogilvydigital Jeanne Jones: “Send less but bring in more- this year we are sending 7% less email but bringing in 8% more.” Smart. #mpeis

@tabsharani Alaska Airlines: Email subscribers spend 4x more than those who have not opted-in…#mpeis

@ogilvydigital Diana Lawson: use email to impact satisfaction with product beta. Upsell revenues on par with best promos in past. #mpeis

@andrewkordek: I love SMS as an acquisition source…its uber easy and people should really consider it #mpeis


@JViscarolasaga 1% of people on the social web are contributing their own content, 9% are retweeting, the other 90% are voyers #mpeis

@csmarriott People don’t share ads. They read and share things that interest them. #MPEIS

@paololenotti Let’s face it: B2C email is dead, unless it starts interacting seriously with other channels. #mpeis

@MikeBloxham We’re social animals, hard-wired to communicate. The only thing that’s changed is the way we do it. #MPEIS

@kristinhersant Leveraging your greatest advocates is always the best route with email/social integration. #mpeis

@LorenMcDonald Email optin subscribers via S2S were highest performing – via Alyssa Opella #MPEIS

@kristinhersant Develop a social strategy that’s specific to each outlet. Be sensitive to how consumers use each site. #mpeis

@ogilvydigital Jared Blank: at most companies, we’re all still figuring social out. It’s still new. #mpeis

Reputation and Deliverability

@andrewkordek having your ESP be in charge of your deliverability only is like the fox watching the henhouse #mpeis

@andrewkordek: sorry folks…you CANNOT rely solely on your ESP for email deliverability #mpeis You need to worry about that as well

@martinlieberman Engagement for marketers and ISPs is different. ISPs want to know if someone wants an email in their inbox. #MPEIS

@martinlieberman Once an ISP starts blocking and monitoring emails, how the ESP reacts is very important to reputation. #MPEIS

@martinlieberman ISP decisions not arbitrary: “We think something is spam for a reason. It’s because our users have said it’s spam.” #MPEIS

@bwestnedge Rep drivers are fairly consistent, but ISPs adapt due to changing attack vectors-will publish changes on postmaster pages, however #mpeis

@martinlieberman Relevance is important to ISPs too. Declaring something a month old as spam won’t be weighted as heavily. #MPEIS

Great Quotes

@LorenMcDonald Have heard the term “blast” multiple times at #MPEIS – campaign to end use of “blast” is apparently a #FAIL so far #emailmarketing

@mdavidfavero Made me laugh: Jared Blank says “When you get grief from the top, just respond to CMO that it is ‘Just a Test’ #mpeis

@dkrier Snowmobiling sure beats an afternoon spent at the office.

More recources:

Take a look at the video’s of the discussion panels
Listen to the live Emailradio podcast with Jeff Ginsberg

About the Author: Jordie van Rijn

Jordie van Rijn is an independent email marketing consultant. Next to helping companies improve their email marketing results he gives email marketing training and is a writer and speaker in the field of online marketing.
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