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Email Research: 7 Lessons for 2008
Stefan Tornquist
Research Director, MarketingSherpa
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MarketingSherpa Research
New Team
New Coverage Areas
New Programs
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November 2007: Rosy
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2007 vs. 2006: Rosy?
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The Number One Challenge
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Lesson #1: Newsletters Still Work
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Source: MarketingSherpa, Email Marketing Benchmark Surveys 2006 & 2007
Methodology: Surveys fielded in Q4 of 2006 & 2007. 2006 n = 3.637, 2007 n= 1,210
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Lesson #1: Newsletters Still Work
B-to-B Newsletter
subscriber
22% more likely to enter
purchase funnel
vs
Other opt-in
(white paper
sign up, etc.)
B-to-C Newsletter
subscriber
vs
41% more likely to purchase
in next 90 days
Other opt-in
(sweeps, store
sign up, etc.)
Note: Based on specific site data – not a significant sample.
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Lesson #2: Spam is in the Eye ofthe Beholder
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Lesson #3: So is Reputation
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Lesson #4: Raising Opens & Clicks
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Lesson #4: Raising Opens & Clicks
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Short titles
[B to B] Top Ten Tips for CEO Marketing
[MarketingSherpa B to B] Top Ten Tips f
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Lesson #4: Raising Opens & Clicks
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Lesson #4: Raising Opens & Clicks
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Lesson #5: Vary Your Templates
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Source: MarketingSherpa and Eyetools, Email Eyetracking Year Three, November 2007
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Lesson #6: Top Tests
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Lesson #7: Testing the Best Metric
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Lesson #7: Testing the Best Metric
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#1 Action Item: Invest in Tech
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#1 Action Item: Invest in Tech
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To Dos for 2008
1. Conduct an Email Audit
2. Obsess on content, not frequency
3. Reputation – monitor your delivery at
multiple ISPs
4. Subject lines – get to the point and
focus on a single action
5. Vary your templates
6. Optimize the choke points in the funnel
– landing and registration pages
7. Invest in technology
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