The official name of our latest white paper is called Choosing the Right Email Service Provider: The top 20 factors to consider when shopping for a top tier ESP, but around the office, we call it Our Latest White Paper. It’s popular, we ran out of copies at today’s Em@il Summit in Miami, but it has yet to land on eBay for the simple fact that it can be downloaded right here.

At today’s session on HowTo run an effective ESP RFP,  presenter Kara Trivunovic singled ClickMail Marketing out as an example of a company that can take the pain out of choosing the right ESP for you.  With that endorsement, we passed-out every copy of Our Latest White Paper we had with us.

Click here to download your very own copy!

As an email marketing vendor, we’re excited to be participating at such a high caliber event. The first day is over and I just finished the Landing Page Optimization Professional Certification course put on by MarketingExperiments. If you haven’t been exposed to these two organizations (MarketingSherpa and MarketingExperiments), you’re missing out.

Optimizing landing pages are essential for any email marketer. But as a seasoned Marketer, I’m astonished at how much I learned on this topic — I can’t wait to go back to apply what I’ve learned to what ClickMail is doing as well as to our own customers’ marketing initiatives.To analyze and optimize landing pages, MarketingExperiments uses a conversion sequence as a conceptual tool for understanding and remembering the essential factors that affect website conversion and the relationships among them. That sequence is loosely as follows:

Conversion = User Motivation + Value Proposition + Incentive- Friction – Anxiety.

I say loosely because the actual sequence is: 

Conversion= 4 x (User Motivation) + 3 x (Value Prop) + 2 x (Incentive to take action – Friction) – 2x (Anxiety).

Of course the details behind the formula are the meat of what to look at but trust me, it’s all extremely useful information. By taking this certification or course you’ll learn how to do everything from expressing an effective value proposition to the types and levels of anxiety (concerns stimulated by a given element in the conversion process) and everything in between.

I strongly recommend you take this certification. It’ll change how you approach your landing pages. For the better. I promise.