Email Summit 2015 According to Twitter: Your peers share their key takeaways from Day 1 on engaging, empowering and serving customers
If you haven’t noticed, #SherpaEmail has taken over Twitter.
Well, maybe not in a break-the-Internet scale of Kim Kardashian, but your marketing peers have been tweeting their hearts out with all the good information they’ve learned at MarketingSherpa Email Summit 2015.
With Day 2 of Summit underway, we wanted to share some key nuggets your peers found valuable on Day 1. (I might have smuggled a few of my own in too.) Check out some key takeaways from each of yesterday’s insightful sessions.
Humanizing Your Email Program: How to transcend the digital revolution by using the essential ability to communicate person-to-person
Flint McGlaughlin, Managing Director and CEO, MECLABS Institute
Flint revealed four fundamental principles that guide effective communication and provided examples of how these principles can be used to transform your entire email program.
“People don’t build relationships with companies or organizations. People build relationships with people.” @FlintsNotes #SherpaEmail — Rachel Perry (@rperry110) February 24, 2015
There is a gap between what you know and what you need to know about your customer. Testing is the bridge between the two. #SherpaEmail — Ann Pohl (@nanoanno) February 24, 2015
Use tests to aggregate customer wisdom. Become the customer expert/the customer philosopher. #SherpaEmail #wise — Amy Schamp (@THEschamp) February 24, 2015
The lift alone won’t help you in the long run. Your tests must be designed to know “why”! Then you can apply to later efforts #SherpaEmail — MarketingSherpa (@MarketingSherpa) February 24, 2015
Any data that can’t help you predict customer behavior is useless. #SherpaEmail — Scott Cohen (@scottcohen13) February 24, 2015
#testify RT @DelaQuist: @jacaldwell Actually its worse most marketers think Segmentation IS personalization #SherpaEmail — John Caldwell (@jacaldwell) February 24, 2015
Why Things Catch On: How marketers can generate word-of-mouth with 6 basic principles
Jonah Berger, Marketing Professor, The Wharton School
Jonah reviewed several of his six basic principles that drive all sorts of things to become popular. He revealed why certain stories get shared, brands achieve more word of mouth or videos go viral.
Six key STEPPS. The misspelling that can change your marketing. @j1berger #SherpaEmail pic.twitter.com/MOy1LplXxL — Camrick Clark (@camrick) February 24, 2015
7% of all Word of Mouth is online. Sure, it’s easier to track, but it’s not the only channel. Most is face-to-face. @j1berger #SherpaEmail — Jessica Best (@bestofjess) February 24, 2015
Benefit of Word of Mouth: targeting. Hard to do even with data. Instead, use current customers to spread the word #SherpaEmail @j1berger — Selena L. Blue (@SelenaLBlue) February 24, 2015
Trojan Horse story: an engaging story as a vessel for your brand’s kernel/key attribute. Good stories carry things inside them. #SherpaEmail — emfluence (@emfluence) February 24, 2015
Delivering Value: How LinkedIn serves its audience in 5 essential ways
Damien Coullon, Senior Product Manager, LinkedIn
Stephen Hiller, Lead Web Developer, LinkedIn
Damien and Stephen revealed how LinkedIn provides true personalized content to its users by focusing on the right message, member, channel, time and frequency.
4 #email tips from @LinkedIn #SherpaEmail: 1. Segment dynamically 2. Start simple 3. Experiment cross-channel 4. Change the way you evaluate — MarketingSherpa (@MarketingSherpa) February 24, 2015
Big yes. RT @MarketingSherpa: Never assume what customers are doing today will be the same tomorrow. @LinkedIn #SherpaEmail — Jessica Best (@bestofjess) February 24, 2015
Messaging like a boss! RT @SelenaLBlue: How @LinkedIn built a platform: #SherpaEmail #emailmarketing #personalization pic.twitter.com/sIA0rvyuHx — Len Shneyder (@LenShneyder) February 24, 2015
How to Keep Subscribers Engaged with Your Brand via Personalized Content
Diana Primeau, Director of Member Services, CNET
Diana discussed how CNET creates content sends and segmented programs to engage and retain users.
Love that CNET just reinforced that test results are only relevant to YOUR BRAND. Test to see what works for yours! #SherpaEmail — Justine Jordan (@meladorri) February 24, 2015
Breakout w/ Diana Primeau @CNET: Testing is key. Sometimes testing falls to the bottom of our priorities but needs to be done. #SherpaEmail — TechConferences (@techconferences) February 24, 2015
“Start now. Work with what you have. Measure AND share, not just 1x but ongoing.” Great advice, @macrosmed! #SherpaEmail — Amy Schamp (@THEschamp) February 24, 2015
How Ferguson Enterprises generated over $10 million in online revenue by enriching their customer experience
Mary Abrahamson, Email Marketing Specialist, Ferguson
Mary shared the Ferguson customer journey through two personas as consumers received targeted content and offers while moving through the funnel of the largest plumbing wholesaler in North America.
Brilliant: Need to know your customers’ preferences? Ask ’em! This 1-click wonder is Ferguson’s big win. #SherpaEmail pic.twitter.com/XNFrEABPf0 — Jessica Best (@bestofjess) February 24, 2015
“@emailmarketing MarketingSherpa: If you don’t start, you won’t achieve anything. Start small and optimize later @mabraham08 #SherpaEmail” — EmailMarketingBlog (@emailmarketing) February 24, 2015
Learn. Deliver. Provide. The marketer’s journey for @mabraham08 #SherpaEmail pic.twitter.com/BXaqHZS5yk — MarketingSherpa (@MarketingSherpa) February 24, 2015
The 5 Critical Questions Every Value Proposition Must Answer
Jose Palomino, President, Value Prop Interactive
Jose discussed the five critical path decision points that every buyer must process before becoming a confident buyer of your product or service. He also shared how to connect the dots and leverage these concerns into more compelling content and campaigns.
“Are you answering the key questions that are keeping your prospects on the warning line?” @jpalomino #SherpaEmail — Rachel Perry (@rperry110) February 25, 2015
Don’t make your case to EVERYONE. Just make the case to your ideal customers. It should alienate some. #SherpaEmail via @jpalomino — Daniel Burstein (@DanielBurstein) February 25, 2015
“If your value proposition looks like it’ll be hard to do, your prospect is going to hesitate.” @jpalomino #SherpaEmail — TechConferences (@techconferences) February 25, 2015
Convert prospect doubts into certainties in their minds. @jpalomino #SherpaEmail pic.twitter.com/gWYneIOu3h — Selena L. Blue (@SelenaLBlue) February 25, 2015
If you liked to learn all of the top takeaways from Email Summit 2015, stay tuned to the MarketingSherpa Email Marketing Newsletter. An event recap with everything you need to know will be published in the coming weeks.
You can follow Selena Blue, Manager of Editorial Content, MECLABS Institute on Twitter at @SelenaLBlue.
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Categories: Email Marketing customer-first marketing, Email Marketing, email summit, personalization, segmentation, social media, word-of-mouth marketing
