ExactTarget ‘08 Email Marketing Conference – Subscribers Rule!

Jeffery Rohrs, VP of Marketing is welcoming us and preparing to walk us through his research road show that he presented to about 13 cities over this past year. Here are some of his findings:

• Email is the best ROI channel as sighted by MarketingSherpa with over an $45 return
• Marketers Have Lost Control
  • Over 85% of all email traffic on the Internet is spam
  • 56% consider messages from known senders to be spam if they are not “interested”
  • 50% consider messages from known senders that are sent too frequently to be spam
  • 48% are using “report spam”buttons for reasons other than to report unsolicited email
• ExactTarget has compiled the research into a single research paper available in a limited basis and will be available to conference attendees
• Jeffery is talking about how the email interfaces are very confusing today. This inbox 2.0 is even more competitive than ever. What is the philosophy of the power of the email channel?
• Subscriber Rules Mission
  • Serve The Individual
    • Communicate with people not lists
  • Honor Their Preferences
    • We now have 4 preference permissions
      1. Send
      2. Content
      3. Frequency
      4. Channel – ExactTarget is focusing here. Is it email, rss, sms, voicemail…?
  • Deliver Value That Serves Their Needs
    • Why do the subscribers want to receive my message?
    • What does the message actually do for me the subscriber?
• Join the movement
  • Conduct a subscriber centric audit of your one-to-one marketing efforts.

Tagged as: Conference, Email Marketing, exacttarget