Testing and Segmentation to Avoid Full Email Boxes

Stefan Tornquist, Research Director of MarketingSherpa, has various presentations throughout the summit. He addressed us this morning with an introduction to the day. He addressed various challenges with email marketing that everyone has to face.

The number one Challenge email marketers have to face:
All recipients email boxes are full. (36%)

It was a great start which created a solid foundation for the various breakout sessions that are being offered today.

He covered a hand full of email marketing lessons that I would like to share. These may seem basic, but as we reported yesterday, we over complicated many pieces of marketing and overlook the fundamentals!

• Newsletters still work!
  
• SPAM is in the eye of the beholder
  
• Reputation is also in the eye of the beholder
  
• Raising Opens and Clicks (High Segmentation is KEY)
  
• Vary your Templates
  
• Top Tests
  -Conversion rates 10-50% higher when removing navigation links! Creative designers will fight this, but demand it
  -Repeat the main message on the landing page raised conversion rates up to 60%
  
• Testing is the Best Metric
  

Stefan’s Main Action Item was to “Invest in TECH.” He noted that you need to update technology, it is imperative. Success comes down to the segmentation of your database.