Takeaways from ExactTarget Connections 2008
I just got back from speaking at ExactTarget Connections, which ran Monday through Thursday this week in Indianapolis. Here are just a few of the great insights and learnings from the event:
Retention marketing:
>>“Retention is the new acquisition,” said Joe Jaffe of Crayon.
Subscription practices:
>>“Showing a sample of that email [that they’re signing up for] is also important,” said Josh Perlstein, president of Response Media. “We’re seen this increase open rates of subsequent emails.”
Consumer personas:
>>ExactTarget released a report on “Behaviors, Preferences and Personas” during the conference. A few takeaways from the report: Of the “College” segment, they don’t like implied permission and they are 68% more likely to claim that direct mail has never influenced a purchase. Of the “Retired” segment, they are 18% more likely to have their purchases influenced by email.
Offline acquisition:
>>Nigel Travis, president and CEO of Papa John’s, doesn’t understand why so many restaurant operators are resistant to asking customer for email addresses while they’re in their restaurants.
Co-registration:
>>“Co-registration is the most cost-effective way to build you list—if you do it right,” said Perlstein. But he cautioned, “Half the co-registration inventory…is bad.”
Email append:
>>“You may do more harm than good [with e-append],” said Perlstein. Legally you’re safe if you have that prior business relationship, but if you gave people a chance to give you their email address and they didn’t, then you should probably respect that.
Email frequency:
>>Papa John’s, which has a list of 5 million addresses, limits their email frequency to no more than 2 email per week
Customer service:
>>“Every single email should have a reply-to address which is active, human & responsive,” said Jaffe, who added that in 2012 we’ll have chief conversation officers.
Social networks:
>>“If you haven’t got a Facebook account now, I would suggest you’re negligent,” Mike Bloxham of Ball State University.
For more insights, impressions and happenings from the conference, check out my Twitter stream or see what all Twitterers were saying.
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Retention marketing:
>>“Retention is the new acquisition,” said Joe Jaffe of Crayon.
Subscription practices:
>>“Showing a sample of that email [that they’re signing up for] is also important,” said Josh Perlstein, president of Response Media. “We’re seen this increase open rates of subsequent emails.”
Consumer personas:
>>ExactTarget released a report on “Behaviors, Preferences and Personas” during the conference. A few takeaways from the report: Of the “College” segment, they don’t like implied permission and they are 68% more likely to claim that direct mail has never influenced a purchase. Of the “Retired” segment, they are 18% more likely to have their purchases influenced by email.
Offline acquisition:
>>Nigel Travis, president and CEO of Papa John’s, doesn’t understand why so many restaurant operators are resistant to asking customer for email addresses while they’re in their restaurants.
Co-registration:
>>“Co-registration is the most cost-effective way to build you list—if you do it right,” said Perlstein. But he cautioned, “Half the co-registration inventory…is bad.”
Email append:
>>“You may do more harm than good [with e-append],” said Perlstein. Legally you’re safe if you have that prior business relationship, but if you gave people a chance to give you their email address and they didn’t, then you should probably respect that.
Email frequency:
>>Papa John’s, which has a list of 5 million addresses, limits their email frequency to no more than 2 email per week
Customer service:
>>“Every single email should have a reply-to address which is active, human & responsive,” said Jaffe, who added that in 2012 we’ll have chief conversation officers.
Social networks:
>>“If you haven’t got a Facebook account now, I would suggest you’re negligent,” Mike Bloxham of Ball State University.
For more insights, impressions and happenings from the conference, check out my Twitter stream or see what all Twitterers were saying.
_____________________
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive
Labels: Email Frequency, List Building, Sample Emails, Segmentation, Social Networks, Subscribe, Takeaways
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posted at 10:13 AM by Chad White
I love Smith-Harmon's enthusiasm. It's so great to have a connection with people who really "get" and get excited by email marketing. (Truly, there are not that many of us out there!) I count myself very lucky to have found such accomplished enthusiasts to collaborate with on the REI program. They are helping to bring amazing opportunities to fruition with panache.
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