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)<\/p>\n
Mathew Seeley, President Cheetahmail, an Experian Company<\/p>\n
Mark Friedman, Chief Digital Marketing Officer, Warnaco Inc.<\/p>\n
Deliver Relevance in E-mail – this is critical as we get into message overload and this panel argued that means segmentation.<\/p>\n
Not all customers are the same, so don\u2019t treat them that way.<\/p>\n
Basic segmentation \u2013 Demographic, Geographic, A\/B Testing<\/p>\n
Types of campaigns to test – Win Back, Loyalty, Servicing, Operational, Remarketing, Life Cycle, Renewal, Transactional<\/p>\n
Thank you notes after purchase have a high ROI<\/p>\n
It\u2019s the little things that matter:<\/p>\n
Ask Them<\/p>\n
Grow Your List<\/p>\n
Keep Your Creative Fresh<\/p>\n
Welcome, Birthday, Thank You Message<\/p>\n
Integrate Call Center, POS, In Store Kiosk<\/p>\n
You don\u2019t have to get all of the data at once. Start slow, ask for more data later.<\/p>\n
Email authentication –<\/p>\n
ISP feedback loops – example – MSN Smart Market Data<\/p>\n
Be aware of new services like Sender Score Certified – a service of Return Path<\/p>\n
In the final analysis, if you don’t send relevant messages to your customers, someone else will and you will lose out!<\/p>\n","protected":false},"excerpt":{"rendered":"
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 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-27","post","type-post","status-publish","format-standard","hentry","category-general"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t