Day 3: new objectives in email marketing for 2008

“Live blog from the MarketingSherpa Email Summit ‘08 in Miami”

We kicked off the day with a short, but very clear update on the new objectives in email marketing for 2008. These findings are based on in-depth research conducted by MarketingSherpa and a few of its partners.
Interesting content, without doubt, but take into account that these findings are mostly US based and highly influenced by the B2C market.

– Work hard on valuable content
More and more emails are being dropped into people’s mailboxes. Only relevancy can help you stand out from the crowd.

– Deliverability is all about reputation
Gone are the days of content filtering. ISP’s are constantly monitoring the reputation of the emailing platforms. Which makes it necessary to monitor the reputation per ISP (domain name) since they all work with different standards.

– Segmentation is the key for higher opened rates
The more your message is targeted to your audience, the better results you’ll get. Carpet bombing is absolutely “passé” in the US.

– Subject lines are getting shorter
Subject lines are getting shorter. How do you grab attention in the vast stream of email and how do you help it comply with the use of mobile devices? You’ll need to use 45 characters max, of which the first 20 should contain your core message.

– Action driven subject lines will do the trick
So: Register now. Give us your opinion. Get your refund. Take the survey. Make the recipient actually do something. That’s what generates clickthrough.

– Test landing pages and remove side navigation to boost conversion
I’ve seen some amazing results based on this rule in Certification class yesterday: a whopper-sized increase of 150%! I kid you not.

– Use full service ESP’s
They are professionals. Constantly testing content and evaluating tactics. They invest in valuable email marketing technology. And yes: they are more expensive than in-house systems. But since their overall value in the process is much higher, you’ll see your ROI is go up. Now that’s what I call good news…

And to sign off with some more good news: I passed the Certification Class! I have officially graduated as a Marketing Experiments email marketing professional.
Now, I don’t want to brag about it, but 80 % was the minimum for passing this test. I have to be honest with you, I’m a little bit proud: I managed to get 96%…

From Miami,

Kenny Van Beeck


  1. Stephanie Helson
    Posted February 25, 2008 at 11:31 pm | Permalink

    Dear brother

    I read every blog. Now the professional language becomes a little too difficult for me. But …
    for your result …

    I’m so excited, I just can’t hide it … :p
    I knew that I had the smartest brother of the world. WELL DONE!!! When you’re back, you will receive a glass of Champagne from me, hihi.

    Kisses from home
    You’re sister Stephanie

  2. Christel Vereecken
    Posted February 26, 2008 at 12:11 pm | Permalink

    Wow, well done !!
    Needless to say I am very curious on how you will use this 96% in the optimisation of our e-mail marketing projects… 🙂
    Say hi to Michon for me.

    Lots of ‘jealous-because-its-raining-here’ greetings,

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