Correct is Not Always the Most Effective...

During the introduction of the 3rd Annual MarketingSherpa Email Summit by Stefan Tornquist this morning, he concluded with TO DOs for 2008!

1. Conduct an email audit
2. Obsess on content
3. Reputation (monitor your delivery on multiple ISPs)
4. Subject lines (get to the point, don’t waste time re-stating who the email is coming from, that is what the “From” line is for)
5. Vary your email templates
6. Optimize

This list was revisited during various other presentations throughout the day.

Other great statements to note from the various presenters:

- “Relevance drives campaign performance.” - Kimberley Talbot, Adobe Systems Inc.

- Utilize your “Thank You” email when people subscribe for your Newsletter, don’t waste the communication with a one line message. Add white papers, good, relative content to ride off the initial interest of the customer. - Stefan Tornquist, MarketingSherpa

- “The first email communication your subscribers receive is the one they spend the most time on.” - Randall Huff, Intuit Inc.

- Use Salesperson photos in your Service (not sales) emails you send out. Creates a better connection to the consumer. -Dave Wieneke, Thomson Compumark


Are you executing doing your email campaigns correctly? Maybe! BUT, are you making sure it is executed to the extent in order to make sure it is the MOST Effective?