Smart marketer at SP Summit

Very exciting time here outside of Atlanta at the SP Client Summit.  The pre-

Smarter. Has smart marketers working for him (Brad's boss)

conference ‘boot camps’ have wrapped up and the welcome reception is just getting underway.  Met some very savvy marketers already, and decided to do some ‘pre-release’ polling of what might be coming out from being under wraps as the ‘big release’ scheduled for tomorrow…

Brad Parmerter and Barry Burmaster of Trans World Entertainment have been clients of SP’s for over 5 years – this is their first Summit, and when asked ‘what game-changer do you think might be coming?’, they said that since the demographic they target is 18-34 yr olds, it’s all about SMS/mobile/and Tweeting, and that they’re hopeful the release is geared around that front.

Terry Sartor of UPS, a local Atlanta here at his 1st SP Summit

Terry Sartor is here from UPS (came all the way from downtown Atlanta), and was in the email-intensives ‘boot camp’ as he is tasked with getting up to speed fast on email.  He’s been doing online marketing for years within different divisions of UPS, but is new to email.  Top takeaways for him were getting a handle on the email measurements and analytics to prove ROI (coincidentally, the very topic I’m presenting on for Weds) and is keen on putting the best-practices he learned today about layout and design elements of content into production.  “WAIT!” he said.  “SOCIAL!  So critical for us, that’s a really important topic to bring some back some expertise on.”

Others that commented in passing said they would wish that the new release has something to do with getting a higher level/deeper involvement of engagement with their audience.  I think they’re onto something here…

So off to snack and drink and schmooze.  You’re quasi-official blogger signing off for now.

My brain has defrosted just enough to impart the following observations:

An recurring theme here in Miami is how to best reduce the anxiety and friction caused by asking people for information.  Ask a web visitor for their email address or other details and they get their back up.  So the zillion yen question is, how to build the ideal email and landing page?  

An email or landing page that reduces the (often reasonable) concerns that people have when they give out information over the internet is what is needed.  While there is no magic bullet to solve this problem, there are many things one can do.

As an example,  if your landing page says ‘I won’t sell or share your information’ right next to the area where you’re asking for information, a whopping 66% of your visitors will be more likely to share their contact details.

More on this important topic later.

That Pane/Pain is a precious piece of on-screen real estate that needs a lot of attention paid to it.  After all, after the From address and the subject line, the Preview Pane is the third most important element you have to get people to open your emails.

And if your emails don’t get opened, you won’t have any conversions, so what’s the point of having a great deliverability rate if your emails don’t make money? 

The Preview Pane is limited in size, it might be horizontal or vertical, it appears differently in different email clients, it might or might not allow images…and you have to pay attention to it. Period.

For more on this topic, download our latest whitepaper on driving ROI after you get into the inbox.