The Email Wars

This panel could be titled: A Bunch of Smart People Who Like to Talk.

The “f’s” in email marketing:
Focus, Free, Facebook, Feedback Loops, Frequency, … Fundamental Mindshift

What is LOVE in email marketing and how do we think about it?
1. Gain Engagement
2. Drive Sales
3. Build Brand

Rewards:
Content, First Release of news/events/studies
Community: Message Boards, Forums, rating, Product Reviews

Do rewards foster relevance? (my 2 cents is no)
Hal: Asking people what is relevant to them, collect the data and then feed back the offers makes the difference.

Brian: Cisco found that they do not tell Cisco all that often as to what is relevance. They have tied web analytics to the email campaigns to build better relevance, timing and targeting.

What do you focus on?
Relevance? Content? Relationship? Device/Technology

If you are playing in the mobile space, you need to have mobile landing pages and campaigns that can actually work in mobile.

Year in Review for 2007:

Will your budget be higher – same to higher – overwhelmingly budgets are going up from people in the room
Will your team grow? Bigger teams will be added to email marketing in most companies
Did you ROI on email increase from 2006 to 2007? Full MIX on the answer, many are not sure how to exactly measure ROI.
Was email managed on a global basis more in 2007? Enterprise showed more, but mid size said it was coming together more, but still some control challenges.
Was email managed as a part of the mix in marketing plans? YES
Does your boss or CEO care more? MORE are paying attention as they are seeing it more.. One note was that the BOSS is now concerned about the mobile device as they are carrying them now and see the campaigns.