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Marketing Sherpa Email Summit 2011

Whether you’re involved in B2B, B2C, operations, small business, multinational or agency marketing, Marketing Sherpa’s Email Summit 2011 will bring you cutting edge case studies, training and research that will address your specific email marketing needs.

When: January 24 – 26, 2011

Where: Caesar’s Palace Hotel, Las Vegas, NV

Register: Get $300 off your registration with this link

What You’ll Learn

Learn from Best-in-Class Professionals on the evolving and expanding role of email marketing:

Early Date – The event will be held Jan. 24-26 – giving you maximum time to implement ideas for 2011
Peer-to-Peer Learning – There will be no vendor sales pitches from the stage, just successful marketers sharing proven results.
Learn the latest in social media, mobile and application marketing
Develop new techniques to grow your list, increase ROI, improve deliverability, generate winning test ideas, cut costs and more
Dual B2B and B2C learning tracks offered to meet your specific needs
5 General Sessions and more than 20 Breakout Sessions, featuring Sherpa’s renowned research, training, interactive panels and case studies

Marketing Sherpa’s previous email training have all sold out! Get your guaranteed spot today and save $300 – click here to register.

At MarketingSherpa events you won’t hear any sales pitches from the podium. Speakers at the Summits are just like you – marketers responsible for leading their companies’ email programs. What you will hear at Email Summit ’11

Real Stories – While other conferences are publishing vendor whitepapers as articles, Marketing Sherpa collects and shares information with a team of full-time reporters and writers.
Real Experience – Marketing Sherpa a has the largest library of proven case studies from small businesses to the Fortune 500.
Real Samples – The summit will draw from Marketing Sherpa’s library of creative samples (more than 3,200) that serves as a great swipe-file for generating the next “big idea” for your company.
Real Numbers – Sherpa’s in-house research team continues to produce primary studies, surveys and tests investigating what works – and what doesn’t—in email marketing.

Get $300 off your registration with this link. Learn more.

Preview Interview with David Meerman Scott (video)

David Meerman Scott, best-selling author of The New Rules of Marketing and PR and Real-Time Marketing and PR, is delivering the keynote address to MarketingSherpa’s Email Summit.

In this preview video, David highlights two key opportunities for email marketers today:

How to react to current events vs. blasting scheduled campaigns to improve relevance and results
Using time based communications, such as with a hotel reservation, across with multiple channels to engage in a conversation

All attendees of the MarketingSherpa Email Summit will get a free copy of David’s new book, Real-Time Marketing and PR.

Reviews of Previous MarketingSherpa Email Summits

“Email Summit was a great experience! The speakers were marketers, in the trenches, who were able to relate their experiences to attendees in a useful way. The sessions inspired a lot of ideas that I could take back and apply to my marketing programs.”
Ellie Mirman, Marketing Manager – Hubspot

Sample Content From Previous MarketingSherpa Email Summits

Kenny Van Beeck from EmailGarage put together these slides covering the key points from the 2010 MarketingSherpa Email Summit:

Managing the Email Marketing Vendor Selection Process

Daniel Kuperman from Quadrant Software explains his experience in picking a vendor for lead nurturing.

Strategies for the Long-Term Care and Feeding of an Email Database

Andrew Eklund from Ciceron explains how email marketers now have 3 types of subscribers: email opt-ins, Twitter followers and Facebook fans. He goes on to share strategies to cater to the unique needs of each of these subscribers.

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Blog Coverage of Previous MarketingSherpa Email Summits (2010, etc.)

40 Things I Learned at the Marketing Sherpa Email Summit by DoublePlus
MarketingSherpa’s Email Summit: 7 Takeaways to Improve your Email Marketing in 2010 by Be Relevant! Email Marketing Blog
Review: Marketing Sherpa Email Summit 2010 by LyrisHQ Blog
Why Do Email Marketing? MarketingSherpa Email Summit 2010 by Blue Sky Factory Blog

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Video Interviews from MarketingSherpa Email Summit 2010

These videos from Lyris are conversations with some of the attendees, not session videos. They’re a bit salesy, but there are some tips as well.

John Mast from Expedia CruiseShipCenters

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Ron Pereira from Top Right

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Dela Quist, CEO of Alchemy Worx
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Tweets from Marketing Sherpa Email Summit 2010

Originally compiled by StrongMail

@StephanieSAM says 2010 is a good time to update your bounce rules. Ping her if you want a list of bounce codes from the EEC. #sherpaemail about 3 hours ago

If have webmail accounts on your B2B list, try mailing them separately from for corporate domains to track separately. #sherpaemail about 3 hours ago

For B2B deliverability, check your infrastructure first. Content is usually not the problem. #sherpaemail about 3 hours ago

AOL, Yahoo and Gmail are enforcing engagement based filtering. All ISP’s are enforcing domain based reputation. #sherpaemail about 3 hours ago

Sherpa study showed the 65% of consumers are looking for deals in email marketing. Recipients will be engaged if provide value. #sherpaemail about 3 hours ago

@mikeyb95 Me too! How did women ever find him attractive? #sherpaemail about 3 hours ago in reply to mikeyb95

Video best practice: don’t make commercials, tell stories. #sherpaemail about 4 hours ago

RT @heatherfoeh: You’re 53% more likely to show up on the first page of Google results if you have video content. #sherpaemail about 4 hours ago

54.9% of Twitter accounts have never sent a tweet. #sherpaemail about 4 hours ago

Dave Mossop, Interactive Media Specialist @ Expedia Cruise Ship Centers gave a very impressive presentation. Rock on. #sherpaemail about 4 hours ago

RT @EmailGarage: #sherpaemail Good one: personalized email marketing is a load of CRAP customized, relevant, anticipated, personalized about 4 hours ago

Facebook PPC advertising is cheap, but doesn’t perform. People ignore it like they ignore banners. #sherpaemail about 4 hours ago

Use personalization in subject line as a throttle to drive up open rates by 10%. Don’t use every time or will decrease effect. #sherpaemail about 4 hours ago

The offer or product for B2B) is SO important to making an email program take off. Value makes happy customers. Make it good. #sherpaemail about 4 hours ago

RT@gregoryng: Expedia cruises uses facebook widget that counts down to your trip&serves as a bragging tool that sells friends 2. Brilliant about 4 hours ago

Building your own list is significantly more targeted and effective the buying or renting. Just build it. #sherpaemail about 4 hours ago

Collect email opt-ins at every touchpoint. Keep your images simple, but make them appealing. #sherpaemail about 4 hours ago

Think about your list as an asset. Partners that provide relevant content can provide you w/ rev stream while providing value. #sherpaemail about 4 hours ago

Video in #emailmarketing can be an exciting third dimension to what is traditionally a 2-dimension experience. http://bit.ly/6sFLtI about 6 hours ago from StrongMail Social Direct

Great pres from Jeanne Jennings. If you need to train a newbie on your team, I recommend sending them to her Sherpa course. #sherpaemail about 6 hours ago

List growth is the lifeblood of your program. Look @ the quality as well as the quantity. Execution is key. #sherpaemail about 6 hours ago

If you can get browsers to opt-in 2 your list, you can market to them again. Otherwise, they leave your site and are gone. #sherpaemail about 6 hours ago

Make your opt-in solicitation prominent and engaging. Include a privacy statement and benefits to signing up. #sherpaemail about 7 hours ago

Jennings: Innovative approach to opt-ins… Make it a club, not a list. Offer them something of value. #sherpaemail about 7 hours ago

FTAF works best with your most loyal customers. IHG had a 1700% response rate by providing the right offer and targeting. #sherpaemail about 7 hours ago
Forward to a Friend success hinges on compelling content. Ask them to forward, provide an incentive, and make it easy. #sherpaemail about 7 hours ago

32% of marketers using co-reg see performance equal to house names. With co-reg, the devil is in the details. Test drive first. #sherpaemail about 7 hours ago

Newsletter offers are the best way to get a high volume of high quality names. #sherpaemail about 7 hours ago

32% of email marketers use single opt-in. 8% use double opt-in. 45% use a mix. #sherpaemail about 7 hours ago

Most lists are growing 20% a year or less. List attrition currently runs @ 30% a year. Get creative to fill that gap. #sherpaemail about 7 hours ago

Doh! Quist is lumping publishers in the same frequency bucket as pornography and gamblers. #sherpaemail about 7 hours ago

Quist: The single most common behavior is email is one. We’re trying to make a pattern out of patterns that don’t exist. #sherpaemail about 7 hours ago

3% of your list will open every single message. Use the subject line as a branding opportunity. #sherpaemail about 7 hours ago

Quist: Develop a strategy for people that don’t open. Your presence in the Inbox drives activity in other channels. #sherpaemail about 7 hours ago

Quist: stop beating yourself up. Why is email the only marketing channel where frequency is a dirty word? #sherpaemail about 7 hours ago

Relevance is the cart. Value is the horse. If you put the cart before the horse, you’ll be chasing your tail all night. #sherpaemail about 7 hours ago

Quist: Double opt-in is one step too far. Email is the only channel that you can unsubscribe from, so let them. #sherpaemail about 7 hours ago

The cheapest way to get people to see your message is opt-in email. Period. #sherpaemail about 8 hours ago

Dela Quist: there’s only one type of email marketing – opt-in permission based email. #sherpaemail about 8 hours ago

Average open rates for transactional #email (alerts & notifications) is 70% vs. 33% for promotional email. http://bit.ly/4pDLBr about 8 hours ago from StrongMail Social Direct

Surprised by # of basic questions during the email & social media session @ #sherpaemail.
Marketers are still trying 2 understand the value. about 8 hours ago

Integrating video into your #emailmarketing campaigns can boost CTR’s by 2X – 3X, per Forrester. http://bit.ly/8ucUlA about 8 hours ago from StrongMail Social Direct

37% of mobile phones will be smart phones by 2013. #sherpaemail about 9 hours ago

@JonathanWilbur Great point! 3:04 PM Jan 21st from TweetDeck in reply to JonathanWilbur

Orbitz and Salesforce.com templates show that beautiful emails can perform well too. Both average approx. 26% CTR increases. #sherpaemail 1:48 PM Jan 21st

@jonathanwilbur Outlook 2007 doesn’t render animated GIF’s so forms are a definite no.

Corporate accounts should go in the no form bucket. 1:44 PM Jan 21st in reply to Jonathan Wilbur

So true… All B2B companies use same buzz words. Strike 360-degree and best-in-class from your creative vocabulary. #sherpaemail 1:40 PM Jan 21st

Orbitz segments email by ISP based on whether or not forms can render in the Inbox; has 3 sets of code. #sherpaemail 1:27 PM Jan 21st

Parenting.com is seeing open rates around 50% and CTR around 46% with its lifecycle email marketing campaigns. #sherpaemail 1:04 PM Jan 21st

Video in #emailmarketing provides context to products while building brands. http://bit.ly/88cnhr 12:58 PM Jan 21st

Parenting.com email markets 100% based on lifecycle. Over 50% of their readers come back to the site at least once per week. #sherpaemail 12:46 PM Jan 21st

Lifecycle email marketing can be consumer stage, relationship stage or both. #sherpaemail12:42 PM Jan 21st

Top challenges for email marketers: 1. Differentiation in the Inbox 2. Channels are exploding. Must make email conversational. #sherpaemail 12:38 PM Jan 21st

Indiana Tourism Board cut list size by 1/2 through re opt-in campaign, but program overhaul boosted clicks from 791 to 8,150! #sherpaemail 11:46 AM Jan 21st

Easy/Effective Email Marketing Tip: Survey your subscriber base as part of strategy phase. Don’t assume you know the answer. #sherpaemail 11:40 AM Jan 21st

Retailers should take every opportunity to drive customers back to the website. Use your TX email as a rewards program. #sherpaemail 11:23 AM Jan 21st

Only 11% of 500 Retailers have an abandoned cart program. #sherpaemail 11:13 AM Jan 21st

S&S integrates coupons into order and shipping confirmations to drive future purchases. 2009 performed 35% better than 2008.#sherpaemail 11:12 AM Jan 21st

When AirTran sends more than 3 email per week, unsub rate goes up by 4x. So important to test. #sherpaemail 11:02 AM Jan 21st

Differentiate yourself in the Inbox by using more thoughtful technologies and strategies. http://bit.ly/8sKGXl 9:58 AM Jan 21st from StrongMail Social Direct

50% of the content shared on the internet right now is shared via email. #sherpaemail 8:56 AM Jan 21st

Jaffe: The real role of email… It’s the marketer’s best friend. #sherpaemail 8:37 AM Jan 21st

Step 3: formalize a new customer activation model. Incentivize them to create content, persuade others. #sherpaemail 8:33 AM Jan 21st

Evangelists = the intersection of customers and influencers. #sherpaemail 8:30 AM Jan 21st

Step 1: Unify inbound and outbound service. Step 2: Marry customer experience w/ Word of Mouth. #sherpaemail 8:28 AM Jan 21st

Rule #10: The real role of social media is retention. People want to talk to people – not a shoe. #sherpaemail 8:25 AM Jan 21st

Rule #6: customer service can be a revenue generator. People will pay for a better experience. #sherpaemail 8:23 AM Jan 21st

United lost 10% of their market cap when they could have just paid $1800 to fix a broken guitar. #sherpaemail 8:22 AM Jan 21st

Rule #3 All customers are not created equal. #sherpaemail (google delta skelter) 8:16 AM Jan 21st

Rule #1: Customer service doesn’t shut down @ 5pm on a friday. #sherpaemail 8:13 AM Jan 21st

Southwest Airlines has generated $100 Million to date with Business Select, rewarding their most valuable customers. #sherpaemail 8:10 AM Jan 21st

Obama activated the votes that were safest and most secure and empowered them to campaign for him. #sherpaemail 8:08 AM Jan 21st

Jaffe predicts in 3-5 years, all meaningful brands will have a customer-centric community.#sherpaemail 8:06 AM Jan 21st

Don’t take your customers for granted. Reward, incentivize and thank them for their business. #sherpaemail 8:05 AM Jan 21st

Why is it time to try video in #emailmarketing? The expense of creating and hosting video is falling. http://bit.ly/61LrQB 7:58 AM Jan 21st from StrongMail Social Direct

Jaffe: What’s the point of fishing if your net is full of holes? We should never loose a customer. Good point 4 email industry. #sherpaemail 7:58 AM Jan 21st

Jaffe: What’s the point of fishing if your net is full of holes? Never loose a customer. Good point @ an email event. #sherpaemail 7:57 AM Jan 21st

12% of Coca Cola customers are responsible for 80% of their revenue. 6% of Diet coke; 3% of Coke Zero. #sherpaemail 7:54 AM Jan 21st

Flipping the Funnel: instead of ending with the purchase, start with the purchase. #sherpaemail 7:50 AM Jan 21st

Jaffe: Retention is the New Acquisition. #sherpaemail 7:46 AM Jan 21st

Joseph Jaffe, author of Flip the Funnel about to give keynote @ #sherpaemail. He sabotaged the stage. 7:41 AM Jan 21st

Don’t ask them to kiss you if you haven’t even been on a date yet. #sherpaemail 7:05 AM Jan 21st

You have 7 seconds to communicate what and why. #sherpaemail 7:00 AM Jan 21st

The headline’s job is to stop me, not to sell me. Tell me something intriguing enough to make me read more. #sherpaemail 6:57 AM Jan 21^st

Email is not a magazine (nor is it a webpage). Make it personal and distinctive. #sherpaemail 6:52 AM Jan 21^st

1-800-Flowers saw a 61.42% lift in revenue over the control by simplifying their email design down to 1 offer. #sherpaemail 6:48 AM Jan 21^st

AAA saw a 26% lift in CTR by dramatically simplifying their email content and design. #sherpaemail 6:46 AM Jan 21^st

Don’t try and do too much in your email. Slash and burn. Intrigue them just enough to click. #sherpaemail 6:44 AM Jan 21^st

@EmailGarage good point. Email is totally different. 6:40 AM Jan 21st in replyto EmailGarage

Key Questions you must ask yourself when building creative: what is it? what do you want them to do? #sherpaemail 6:39 AM Jan 21^st

Study: Increased frequency didn’t affect rev. Direct correlation b/t email frequency and $. Don’t make subjective decisions. #sherpaemail 6:36 AM Jan 21^st

Best practices aren’t enough. Need a rigorous methodology and to test, test, test. #sherpaemail 6:28 AM Jan 21st

3 different agency designs decreased CTR’s by 52% in #sherpaemail case study. Different isn’t always better. 6:27 AM Jan 21st

71% of marketers say that competition w/ social media for recipient’s time is a key challenge in 2010. Need to see @ as symbiotic, not comp. 6:20 AM Jan 21st

Sherpa finds that as people get older (and get jobs), they adopt email. The habits of youth don’t spell doom for email. #sherpaemail 6:17 AM Jan 21st

Increased focus on email and social media @ #emailsummit. Both channels have to work together for marketers to be successful. 6:11 AM Jan 21st