You give us 30 minutes, and we'll give you all of the greatest takeaways from two days of MarketingSherpa Email Summit 2015 sessions. In our next MarketingSherpa webinar, sponsored by BlueHornet, we'll present the most valuable content from more than 13 sessions presented by marketers with transferable and inspirational insights into what works, and what doesn't, in email marketing today. Join Daniel Burstein, Director of Editorial Content, and Jessica Lorenz, Event Content Manager, both of MarketingSherpa, for the in-depth recap of Email Summit 2015 to get ahead of your competition this year.

1. #SherpaEmail
Ask questions and join the
conversation

2. Email Summit 2015: Top Takeaways
from #SherpaEmail

3. 497 Applications
15
Hours
of Content 3 Award Winners
30 minutes distilled from …

4. #SherpaEmail
Ask questions and join the
conversation

5. Daniel Burstein
Director of Editorial Content
MarketingSherpa
@DanielBurstein

6. Jessica Lorenz
Event Content Manager
MarketingSherpa
@JessicaPLorenz

7. 7
Lesson 4
You are not your customer
What We Learned: You are not your customer
Mary Abrahamson
Email Marketing Specialist
Ferguson Enterprises

8. 8
From first-time attendee …

9. 9
… to award winner.

12. IN FERGUSON REWARDS
ONLINE SALES
Results When She Applied:

13. A Deeper Look at the Results (Now):

14. Mismatched opportunities

15. Segmentation
• Mobile friendly
• The one-click wonder
• This campaign, along with other efforts, has grown our
segmented population from 52% to 67%
• We saw an 81% increase in effective rate from our
typical preference-center emails
• Data accuracy — customers self-select who
they are

16. How we build lists for segmentation
Before

17. How we build lists for segmentation
After

18. Know thy customer
Not this
This

19. In-person events
• Educate on features and benefits
• Customers self-select necessary customer information

20. 20
World-class customer service
Trade show app provides sales associates with weekly reports
on tradeshow attendees
Provide customers with email follow-up, while Sales works on
the ground
“The report is easy to use, clean, and email is nice to have for
invoices, bids — saves money on faxes and printing.”
— Ferguson associate

21. What We Learned: Align all marketing efforts for a
multichannel approach
Aaron Buchanan
Digital Personalization Manager
Finish Line

23. Sample Targeting Personas: Basic segmentation
Casual-athletic Technical Runners Fashion-forward

24. Segment subscribers
Targeting based on:
• Gender
• Past purchase behavior
• Traffic source
• On-site browse behavior
• Brand affinity
• Geolocation
• Teams/schools
• NFL- and NCAA-related offers

25. Unify multichannel efforts
Caution:
• Do not isolate shoppers into an experience because they qualify for a
campaign
• Provide the opportunity to explore other campaigns and content
• Recognize that the user’s behavior changes during a session, and serve up
relevant offers

26. 50% increase in email revenue
for trigger-based programs

27. Top takeaways
• Having the right conversation can extend value
• Do not alienate customers with hyper-segmentation
Honor the conversation the customer
is having with your brand via their
actions across all of your channels.
“ “

28. 28
Shawna Dahlin
Senior Email Marketing Manager
Microsoft Store
What We Learned: Leverage the data you have
to connect with your audience

29. Until we reach perfection …

30. … use existing resources
Customer service reps
Post-purchase surveys
In-store associates
Cross-company product groups

31. Personalizing the brick-and-mortar receipt
BEFORE AFTER
Order details
Order details Order details

32. Personalizing the brick-and-mortar receipt
AFTER
Exchange info
Exchange info
BEFORE
Exchange info

33. Personalizing the brick-and-mortar receipt
AFTER
Related products
BEFORE
Related products

34. The new customer journey
Salesandpromotion/
Generalawareness
In-store
awareness
SMB
segment
Saleemailresends /
Lastchance
Promocode
reminders
Post-purchase
reinforcement
Holiday
lifecycle
Non-holiday
shopper
Post-purchase
cross-sell
Post-purchase
warranty
“Wemiss
you”
Receipt Shipment confirmation
“Tellushow
wedid”
Ratings andreviews

35. Promocode
reminders
Post-purchase
reinforcement
Holiday
lifecycle
Non-holiday
shopper
Post-purchase
cross-sell
Post-purchase
warranty
“Wemiss
you”
Receipt Shipment confirmation
“Tellushow
wedid”
Ratings andreviews
We’ve come a long way
Salesandpromotion/
Generalawareness
In-store
awareness
SMB
segment
Saleemailresends/
Lastchance

36. Kate Ellis
Marketing Analyst
Kentucky Derby
What We Learned: Use content to collect data
on your customer segments
Jeff Koleba
VP Marketing
and Programming
Kentucky Derby

37. 37
No customer
details
Limited window
of relevance
All content is not
relevant to
everyone

38. 38
The Kentucky Derby Insider

39. 3939
Why would you enjoy live horseracing?
“I don't get to spend as much time with my friends and family
as I’d like to, so when we do spend time together, I love unique
activities that let us have fun while connecting with each other.”
“The majestic horses, skillful riders and meaningful traditions
make racing one of the most exciting sports, so I follow and
attend live racing as much as I can to be a part of the racing
experience.”
“Wagering on horses is a game of skill that can be won, so I look
for the best information to give me the best chance of turning
a profit.”
Social Segment
Equine Enthusiasts
Handicappers

40. 40
The Kentucky Derby Insider
Three main content sections:
Purchasers Non-purchasers
Segments:
Utilize click data to learn more about customers

41. Time until Derby Story 1 Story 2 Story 3 Story 4 Ad Unit
10 weeks Featured Contender - Candy Boy
Upcoming Road to the Kentucky
Derby Race
Derby Fashion Taste of Derby KentuckyDerbystore.com
5 weeks
Featured Contender - We Miss
Artie
Kentucky Derby Future Wager
Road to the Kentucky Derby
video Episode 5
Which Comes First - Hat or Dress? Vineyard Vines
2 weeks
Horses Arrive and Workout at
Churchill Downs
Expert Picks Celebrities Expected Behind the Scenes Ram
1 week Pick Your Favorite Horse Weather Report
What You Can/Cannot Bring in
to the Track
Get Connected with Social Media Yum!
Developing a content plan: Calendar
• Content specific to each
consumer segment
• Content relevant to the
time period
• Opportunities for
promotional integration
and ad units

42. Subject Lines: Purchaser: “Start Planning your hat” Non-Purchaser: “Start Planning your party and your hat”

43. Equine content

44. Gaming content

45. Social and lifestyle content

46. Quality content on clickthrough

47. Sales and partnership content

48. 48
Equine
Gaming
Social
Gained insight into consumer segment size
36%
52%
12%

49. 49
Significant improvements in reader engagement
Read Rate CTR Opt-out
42.15% 23.43% 0.13%
35.35% 14.6% 0.23%
2014 Purchasers
2014 Non-purchasers
27.95% 19.84% 94.11%
Over 2013:

50. What We Learned: Incentives can work for list
building, if you truly serve subscribers’ interests
Diana Primeau
Director of Member Services
CNET

51. Sweepstakes engagement rate
8.63%
13.03%
24.29%
18.10%
26.66%
46.10%
1-30 Days 31-60 Days 61-90 Days
New Users Who Entered Sweeps Current Users Who Entered Sweeps

53. Subject Line:
Welcome to CNET! Let’s get started
Welcome Email — Control
Product reviews
Tech news
More newsletters
Forums

54. 54
Experiment: Welcome email
Test Design — A/B split including:
• Content
• Subject lines
• Advertisements

55. Subject Line: Welcome to CNET! Let’s get started
Simplified content, picture of editor

56. Subject Line: Welcome to CNET! Let’s get started
Simplified content, no picture and ad

57. Subject Line: Thanks for joining! Let’s get started
Simplified content, ad and new subject line

58. Subject Line: Thanks for joining! Let’s get started
Simplified content, big picture and no ad

59. Subject Line: Thanks for joining! Let’s get started
Simplified content, big picture and ad

60. Welcome Email: Results
Email Version Open Rate CTR
Control – Lots of content 32.66% 12.18%
V2 – Simplified content, picture of editor 45.46% 20.25%
V3 – Simplified content, no picture and ad 43.20% 16.08%
V4 – Simplified content, ad and new subject line 44.74% 19.91%
V5 – Simplified content, big picture and no ad 46.63% 20.64%
V6 – Simplified content, big picture and ad 46.70% 21.23%
Increases in Opens and CTR in Each Test
Each version of the Welcome email outperformed the Control.

61. Nurturing: Social network email
VideoSocial Mobile

62. Nurturing: Social network email
53.85% 15.83% 37.15%
Mobile SocialVideo

63. Nurturing: Social network email
53.85% 15.83% 37.15%
Mobile SocialVideo
So we reverted back …

64. Order really matters
SocialVideoMobile
VideoMobileSocial

65. What We Learned: Use email and content to guide
potential buyers through the decision-making process
Stephen Bruner
Marketing Manager, Vertical
Markets
Precor

66. 12-month situational awareness
Whitepaper
Email
Campaign
Launch 1
Email: video
testimonial
Campaign
for Owners
Launch
Send owners
informational video
Infographic
Send
Campaign for
cardio machines
Cardio Exclusive Discount
Twitter
CampaignInstructional
video
New Year
Follow-Up
Social Campaign
Email Campaign
Follow-Up
Campaign
Savings
Month Date, 2015Month Date, 2015 Month Date, 2015 Month Date, 2015
Blog Post
Membership
Equipment
Newsletter
Membership Follow-up Testimonial:
Gym Owners
Social Push
Blog Post: Hospitality
Follow Up:
Owners
Infographic
Infographic/S
trength
Email Follow-UpWhitepaper:
Gym Ownership
Month Date, 2015Month Date, 2015 Month Date, 2015 Month Date, 2015
Contract/Ownership
Whitepaper Send
Launch
Session
Blog Post on
Strength
Newsletter
Send
Follow Up:
Strength
“Start Planning”
Follow-Up
End of Year
Blog Post
Social
Contest
Follow up for
Gym Owners
BuildPromoted
Tweets
Month Date, 2015Month Date, 2015 Month Date, 2015 Month Date, 2015
Campaign for strength
machines
Traditional club gyms
Education
Hospitality
Jim
First-time gym owner
Lisa
Partner in university gym
Robert
Hotel General Manager

67. 12-month situational awareness
Whitepaper
Email
Campaign
Launch 1
Email: Video
testimonial
Campaign
for Owners
Launch
Send Owners
Informational Video
Infographic
Send
Campaign for
Cardio Machines
Cardio Exclusive Discount
Twitter
CampaignInstructional
Video
New Year
Follow-up
Social Campaign
Email Campaign
Follow-up
Campaign
Savings
February, 2015January, 2015 March, 2015 April, 2015
Blog Post
Membership
Equipment
Newsletter
Membership Follow-up Testimonial:
Gym owners
Social Push
Social: Hospitality
whitepaper
Follow-up:
Owners
Infographic
Infographic/
Strength
Email Follow-upWhitepaper:
Gym ownership
June, 2015May, 2015 July, 2015 August, 2015
Contract/Ownership
Whitepaper Send
Launch
Session
Blog Post on
Strength
Newsletter
Send
Follow-up:
Strength
“Start Planning”
Follow-Up
End of Year
Blog Post
Social: University
ellipticals
Email Follow-up BuildInfographic/
Strength
October, 2015September, 2015 November, 2015 December, 2015

68. VISITORS
PROSPECTS
MQLs
SQLs
Content Marketing: Asset map/gap analysis

69. Social example
John
First-time gym owner

70. Email example
First-time gym ownerPartner in university gym
Lisa

71. 71
Customer Service Info
Service Level Interaction
Whitepapers — Research
Buyers Guides and InfographicsTOP OF THE FUNNEL
MIDDLE
LOW
CLIENT
Turn off Dynamic
Content

72. 72
Results after integrating behavioral approach:
What You Need to Understand: By taking a behavioral approach and giving
the marketing team the tools they need to effectively nurture leads with
relevant messaging, the Precor team more than doubled their lead volume.
!
74% increase in raw leads
3x the engagement from the previous year
67% increase in MQL to SQL velocity

73. 73
Lesson 6
Get back to basics
What We Learned: Don’t overlook the basics
Selecting Technology Elements of Email

74. Charles Nicholls
SVP Product Strategy
SAP
Charles Nicholls is SVP, Product Strategy for Marketing Solutions,
SAP, and serves as part of SAP’s drive to reinvent customer
experience and commerce across channels.
He founded the website conversion company SeeWhy, which was
acquired by SAP in June 2014, and served first as CEO then as Chief
Strategy Officer.
Nicholls is a market analyst, blogger, commentator and contributor
to ecommerce and analytics publications including Mashable,
Forbes, ClickZ, Practical Ecommerce, CustomerThink and
BusinessWeek.
@webconversion

75. Understanding and qualifying each other
Qualifying your seller:
• What does their ideal deal look like?
• What is their ideal timing?
• What’s their selling process?
• Who will actually negotiate the deal?
• Who has to approve any discounts?
• Are they profitable?
• How are they funded / owned?
• When does their financial year end?
How your ESP will qualify you:
• What’s your timeframe?
• Is there a compelling event?
• Who is your competition?
• Do you have an approved budget?
• What is your pain?
• What is your ‘buying vision’ (criteria)?
• Is the vision agreed across
stakeholders?
• Do you have the authority to make a
decision?
• Who would actually sign the contract?
• What's your buying process?

76. Negotiating levers you can use
Tangibles:
• ‘Deal this quarter’
• Upfront vs. monthly
• Contract term
• CPM
• Additional value (e.g. API’s, modules)
Intangibles:
• References
• Speaking at events etc.
• Doing innovative stuff
• Become a ‘development customer’

77. 77
Session speaker
Justine Jordan
Marketing Director
Litmus
An email design critic and fervent advocate for table-based layouts,
Justine is a regular industry speaker and marketing director for
Litmus.
@meladorri

78. Surround
something
with white
space to
make it stand
out.

79. Use white space …
• Around graphics and images
• To create a margin or “gutter”
• As line spacing in blocks of copy
• Between columns
• On buttons
Use “the rule of thumb”
• 40–60 pixels between elements

80. Speaker
Jeffery Anderson
Digital Marketing Manager
A Place For Mom, Inc.
Jeffery Anderson is a digital marketing manager at A Place for Mom,
a senior care and senior housing referral company based in Seattle.
He manages A Place for Mom’s promotional email program, which
has seen steadily increasing engagement over the three years since
its inception. Anderson largely attributes this success to an ongoing
focus on list hygiene and smart list-pruning.
A Place for Mom’s email program received awards from
WhichTestWon in 2013 and 2014, including “Best in Show” in
WhichTestWon’s 2014 email testing awards.
@FossilSpark

81. Our newsletter before list cleaning:
• List Size: 1.7 million
• Opens Per Week: 70k (5% rate)
• Block Bounce Rate: 5% + (often
exceeding 10%)

82. Our newsletter today
•List Size: 450k
•Opens Per Week: 115k (25% rate)
•Block Bounce Rate: 1% or less

83. The relationship between sends and opens

84. Thank you
Daniel Burstein
Director of Editorial Content
MarketingSherpa
Jessica Lorenz
Event Content Manager
MarketingSherpa