Don Zeidler, Director of Direct Marketing, The W. Altee Burpee Co. (afterwards I asked him about his title and if I could assume that he was in control of both marketing in both offline and online worlds – not disjointed parts – he said yes – I suspect this will become increasingly commonplace in the future)
Mathew Seeley, President Cheetahmail, an Experian Company
Mark Friedman, Chief Digital Marketing Officer, Warnaco Inc.
Deliver Relevance in E-mail – this is critical as we get into message overload and this panel argued that means segmentation.
Not all customers are the same, so don’t treat them that way.
Basic segmentation – Demographic, Geographic, A/B Testing
Types of campaigns to test – Win Back, Loyalty, Servicing, Operational, Remarketing, Life Cycle, Renewal, Transactional
Thank you notes after purchase have a high ROI
It’s the little things that matter:
Ask Them
Grow Your List
Keep Your Creative Fresh
Welcome, Birthday, Thank You Message
Integrate Call Center, POS, In Store Kiosk
You don’t have to get all of the data at once. Start slow, ask for more data later.
Email authentication –
ISP feedback loops – example – MSN Smart Market Data
Be aware of new services like Sender Score Certified – a service of Return Path
In the final analysis, if you don’t send relevant messages to your customers, someone else will and you will lose out!