You give us 30 minutes ... and we'll give you all of the greatest takeaways from 16 hours of Email Summit 2013 sessions. Join Daniel Burstein and Courtney Eckerle for the in-depth recap! Use these top takeaways to pull away from your competition.

1. Join the conversation
#SherpaWebinar

2. Best in Show: Top Takeaways
From Email Summit 2013

3. Introductions
• Daniel Burstein, Director of Editorial Content
MECLABS/MarketingSherpa
Twitter: @DanielBurstein
• Courtney Eckerle, Reporter
MECLABS
Twitter: @courtneyeckerle

4. Join the conversation
#SherpaWebinar

5. MarketingSherpa is a research and publishing
organization serving the marketing community
• MarketingSherpa’s annual
research cycle provides
knowledge for continuous
marketing improvement

21. Email Awards 2013 Presentation
Email Newsletters: How the NFL.com used
personalization and segmentation to score
a 121% open rate touchdown
Christine Hua Brad Bortone
Manager of Fan-Centric Marketing Senior Research Editor
NFL MECLABS

22. Segment the audience
22

23. Takeaway: Segment the audience
Objective: To make this email as relevant and targeted as possible by
segmenting by a fan’s chosen team, and providing the fan with the most
up-to-date, real-time content and information.
Steps to Success:
1. Maintained user team preference, with additional newsletter
branding.
2. Further segmented recipient database, broken down by user activity
and longevity. Knowing users need for the most up-to-date
information, they inserted a live countdown to their team’s game and
scraped the NFL site the day the email is sent for up-to-date articles
and videos, not seen by the fan before.

26. Results: Get me the ball! I’m 121% more open!
Year-over-year, the 2012 NFL.com newsletter produced
• 121% more opens
• 26% more clickthroughs
• 9% more mobile opens

27. EARLY BIRD SAVINGS
Before March 29 $500
Discover how to apply the science of
optimization to your specific marketing needs.
Reserve your seat today:
MarketingSherpa.com/Optimization
Amelia Showalter Toby Fallsgraff
Director of Digital Analytics Email Director
Obama for America Obama for America

34. Win-back Campaigns and List Cleansing
Last-chance strategies to re-engage inactives before the purge
Diana Primeau Pamela Markey
Director, Member Services Senior Director, Marketing
CNET MECLABS

35. Send out win-back sweepstakes email
• Provide compelling value to subscribers to drive engagement
• Two tickets to the 2012 International CES in Las Vegas
• Round trip airfare for two (U.S. and Canada, excluding QC)
• Three nights at the Treasure Island Hotel & Casino

36. We miss you – please come back!
36

37. Send list cleanse and last chance emails
• Two sends, one week apart to all inactive users
• Provide the user with something relevant and interesting
• Give them a reason to stay

38. Is this goodbye? CNET will miss you.
38

39. Cleanse and last chance campaign results
8.57% of inactive user base re-engaged
List cleanse and last chance campaign result in 8.57% re-engagement
EMAIL SEND RE-ENGAGED
List cleanse email 6.35%
Last chance email 2.22%
Campaign results 8.57%
! What You Need to Understand: You have to be committed to the
cleanse. If you are going to send emails you have to follow through.

40. Proactive List Hygiene
Small List, Big Results
Matt Byrd
Email Marketing Manager
WeddingWire

41. One day, this happened to me…
(Uh oh.)
41

42. Determining the Cause
• Identified the profile of users who were most likely to
complain. Let’s call these users “Scrubs.”
• Discovered that most Scrubs had been inactive for
long periods of time until they complained.
• Removed those Scrubs from my list, and implemented
list hygiene as a constant, on-going process.

43. Internal & External Education
• Removing only those who were highly unlikely to take action
• Spending less money on sending less email
• Preventing large blocks again in the future
• Maintaining a high-quality list for our advertisers & us

44. Results
Opens & clicks maintained or increased
Spam complaint rate down 76%

46. Let Buyer Behavior Be Your Guide!
Delivering Communications that Convert
Loren McDonald @LorenMcDonald
VP, Industry Relations
Silverpop

47. Mass Direct Behavioral
Marketing Marketing Marketing
Customers Customers
Customers
are a single are many
are
audience little
individuals
audiences

48. Demographics + Preferences + Behaviors =
More Accurate Picture
- Male
- Calif.
- Married
- Purchased shirts
Behavioral Data Only:
- Female
- Cross Dresser
With Demos/Preferences: Purchases a
- Likely buying for spouse as gift dress

49. How An Online Music Teaching Company Harnessed
The Power of E-mail Automation & Behavioral-based
Marketing to Increase Conversions.
Jermaine Griggs
Founder
Hear & Play Music, AutomationClinic.com

50. RFM Defined
• Recency, Monetary, Frequency
• A method for analyzing customer behavior and
creating/sorting segments by likelihood to respond.
• Recency – How recently did customer purchase?
• Frequency – How often does customer purchase?
• Monetary – How much has customer spent?

51. Wrapping It Up: Action Steps
• Collect key pieces of data to get the conversation
started
• Use CRM that will allow you to continually add and act
upon data and tags in user records
• Build out different paths within the sequence for your
most active users to follow (course correction for others)

52. Wrapping It Up: Action Steps
• Incorporate other marketing channels & multimedia
elements: direct mail campaigns, personalized audio,
video, post cards, birthday cards, gift cards… especially to
hyper-responders.
• Remember: Don’t be afraid to use a personal,
conversational tone… even in B-to-B. “Companies are
People.”

53. Thank You!
• Daniel Burstein, Director of Editorial Content
MECLABS/MarketingSherpa
Twitter: @DanielBurstein
• Courtney Eckerle, Reporter
MECLABS
Twitter: @courtneyeckerle