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Em@Il Summit ‘08 Intercontinental Miami | February 24-26 $97 ISBN: 978-1-932353-77-8 EM@IL SUMMIT ‘08 InterContinental Miami | February 24-26 Breakout Sessions II: Advanced Strategies Tracks Transcript Miami, FL, March 4-6, 2007 This Transcript is the property of: Your name here For additional copies, contact MarketingSherpa Inc. MarketingSherpa Email Summit Awards + Expo Transcript 2008 MarketingSherpa’s Email Summit ‘08 Transcript - Advanced Strategies Tracks US $97 / ISBN: 978-1-932353-77-8 Copyright © 2008 by MarketingSherpa Inc. All rights reserved. No part of this report may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, faxing, emailing, posting online or by any information storage and retrieval system, without written permission from the Publisher. To purchase additional copies of this report, please visit http://www.SherpaStore.com Yes, bulk discounts are available for multiple copies. Contact: Customer Service MarketingSherpa Inc. +1 (877) 895-1717 (outside US call +401-247-7655) [email protected] 499 Main St. Warren, RI 02885 USA Transcription services provided by: 2 | © Copyright 2008 MarketingSherpa Inc. It is forbidden to copy this transcript in any manner MarketingSherpa Email Summit Awards + Expo Transcript 2008 Table of Contents Email and Landing Page Testing and Optimization Liz Bullock, Dell Inc. ............................................................................................................................................4 Testing Format and Content to Boost Response Rates Tara Zanecki, Workshare Inc. ............................................................................................................................ 14 AUDIO CLICK HERE: http://www.marketingsherpa.com/Email_Summit_MP3/RM2-br2_1-2.mp3 Advanced Testing: Targeting and Creative Randall Huff, Intuit Inc. .....................................................................................................................................29 AUDIO CLICK HERE: http://www.marketingsherpa.com/Email_Summit_MP3/RM2-br3_1-2.mp3 Using Triggered Campaigns for Targeted Messaging Matt Griffin, Boston Celtics ..............................................................................................................................42 AUDIO CLICK HERE: http://www.marketingsherpa.com/Email_Summit_MP3/RM2-br4_1-2.mp3 Newsletter Before and After: Layout, Content and Copy Anjie Moin, Bluegreen Corporation ..................................................................................................................57 AUDIO CLICK HERE: http://www.marketingsherpa.com/Email_Summit_MP3/RM2-br5_1-2.mp3 Advanced Testing Case Studies: Part 2 Sudhir Diddee, Microsoft Corporation ..............................................................................................................67 AUDIO CLICK HERE: http://www.marketingsherpa.com/Email_Summit_MP3/RM2-br6_1-2.mp3 Utilizing Viral Campaigns for Customer Acquisition Jeff Greene, Coastal Federal Credit Union .......................................................................................................88 AUDIO CLICK HERE: http://www.marketingsherpa.com/Email_Summit_MP3/RM2-br7_1-2.mp3 New Proprietary Study: How Consumers Interact w/Email Pam McHugh, Mintel ..................................................................................................................................... 105 AUDIO CLICK HERE: http://www.marketingsherpa.com/Email_Summit_MP3/RM2-br8_1-2.mp3 Deploying Video eMagazines to Enhance Engagement Ken Bott, InterContinental Hotel Group .......................................................................................................... 124 AUDIO CLICK HERE: http://www.marketingsherpa.com/Email_Summit_MP3/RM2-br9_1-2.mp3 Email and Complex Partnership Marketing Campaigns Jason Steele, Liberty Travel ............................................................................................................................ 138 AUDIO CLICK HERE: http://www.marketingsherpa.com/Email_Summit_MP3/RM2-br10_1-2.mp3 Utilizing Mobile Messaging for Heightened Engagement Terry Dry, Fanscape ........................................................................................................................................ 153 AUDIO CLICK HERE: http://www.marketingsherpa.com/Email_Summit_MP3/RM2-br11_1-2.mp3 Critical Steps for Addressing Image Blocking Elias Haslanger, Dell Consumer Email ............................................................................................................ 166 AUDIO CLICK HERE: http://www.marketingsherpa.com/Email_Summit_MP3/RM2-br12_1-2.mp3 © Copyright 2008 MarketingSherpa Inc. It is forbidden to copy this transcript in any manner | 3 MarketingSherpa Email Summit Awards + Expo Transcript 2008 Email and Landing Page Testing and Optimization SESSION DESCRIPTION for Dell’s small business customers and Dell in driving This is a can’t-miss presentation for business marketers the strategic initiative to launch Ratings & Reviews, who are under pressure to produce big results in a short allowing customers to have the “2 way conversation” time period. Learn what worked, what didn’t work and with Dell about their products. Prior to Dell, Bullock why. worked in numerous advertising agencies (Ogilvy & Mather, DDB Needham, Rives Carlberg) driving the strategic messaging development and creative ABOUT THE PRESENTER execution for Dell, IBM, Midway Home Entertainment, Houston Chronicle/Dallas Morning News and Frito Lay Liz Bullock (new product development). Additionally, Bullock served Marketing Communications, as the Travel Director for Outside Magazine driving travel Dell Inc. editorial content and sales. With what little free time she has left in the day, Bullock serves on the board for Camp Fire USA, driving community awareness for this Liz Bullock has 14+ years of marketing experience and amazing program teaching children how to become sales ranging from Online, Direct Marketing, Brand future leaders. Visit dell.com/smb/subscribe to join Management, Pricing/Analytics and Global Advertising Dell’s small business Email program. campaign creation. Bullock has developed successful strategic and tactical marketing plans for private and public businesses, products to consumers and About DELL INC. decision makers in high tech, travel industry, video Dell listens to customers and delivers innovative game manufactures, newspaper, nonprofits and other technology and services they trust and value. Dell offers markets, working with such fabulous companies as Dell a broad range of product categories including desktop/ and IBM. Bullock currently leads Dell’s Small Business laptop computer systems, servers and networking Email marketing team that delivers online sales, lead products, mobility products for those on the go, over generation, traffic generation and enhancing Dell’s 50,000+ software and peripheral items, as well as brand awareness and offerings in the Small Business enhanced services. Please visit www.dell.com for more space. Bullock most recently drove a break through win information. 4 | © Copyright 2008 MarketingSherpa Inc. It is forbidden to copy this transcript in any manner MarketingSherpa Email Summit Awards + Expo Transcript 2008 Email and Landing Page Testing and Optimization Email and Landing Page Testing and Optimization Liz Brown Bullock, Small Business Email Dell Inc. Monday, February 25, 2008 More data on this topic available from:: Dell Small Business Overview Dell offers a broad range of innovative technology and services including laptops, desktops, servers, networking products and enhanced services 1 – 100 employee size Build a focused demand-generation program and convert subscribers into loyal Dell SMB advocates Product launches, demand gen, newsletter, webinars, behavioral targeted programs, eCatalogs, etc. More data on this topic available from:: 2 © Copyright 2008 MarketingSherpa Inc. It is forbidden to copy this transcript in any manner | 5 MarketingSherpa Email Summit Awards + Expo Transcript 2008 Email and Landing Page Testing and Optimization Marketing Challenge Simple Formula: Email = Get the Click Landing page = Convert the Click Weekly demand gen email with various offers for small business Marketing Challenge: Drive higher conversion rates More data on this topic and optimize profitability available from:: 3 Subscriber Experience Landing page Dell Deals More data on this topic available from:: Configurator 4 6 | © Copyright 2008 MarketingSherpa Inc. It is forbidden to copy this transcript in any manner MarketingSherpa Email Summit Awards + Expo Transcript 2008 Email and Landing Page Testing and Optimization Welcome to my world Different team manages the website Landing page limitations due to one system content publisher for dell.com, but only page email can influence Navigation tabs Must we ask for financing before purchase? More navigation. Do I need to check this out? More data on this topic available from:: What’s “dell deals?” Wouldn’t I get best deals in email? Here is the offer I clicked on. What about accessories for my desktop? 5 The Approach “To Landing page or not Landing page,” that is the question! First Round of Tests: (A/B split tests for 2 weeks) Determine conversion, units, rev per email, margin Segment circ between customer and non-customer Tested Control Landing page, Dell Deals and configurator (no changes) More data on this topic available from:: Landing page Dell Deals Configurator 6 © Copyright 2008 MarketingSherpa Inc. It is forbidden to copy this transcript
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