How long does it take to get a campaign out the door?

We never leave the data behind in any aspect of email marketing. There is art and science of email marketing illustrated in how creative deisgn and production is managed.

TurboTax's Elizabeth Berger said at the MediaPost Email Insider Summit some people do their taxes via mobile devices. The company decided to define success by how many people came to the TurboTax landing page and logged in because then TurboTax can market to them with email or online advertising.

How do we leverage movile to accelerate our core business? The TurboTax team developed a really cool SnapTax mobile app to allow customers to file their taxes and earn a maximum refund directly from their mobile phone. However, having a cool product wasn't enough to build a business - and earn internal support.

TurboTax marketing executive Elizabeth Berger says at the MediaPost Elizabeth Berger that the company turned to Shazam as a way to employ interactive advertising with TV spots. By tagging a Shazam-enabled spot with a mobile device, viewers could get more information about the brand.

On day three of the MediaPost Email Insider Summit, Elizabeth Berger, a group manager in direct response marketing at TurboTax, said at corporate parent Intuit employees are allowed to devote 10% of their time to personal projects.

Big Data opens huge opportunities for email marketers to better target consumers. Yet, consumers surely get freaked out with all that knowledge about them, right? Apparently, not across the board.

A hallmark of the Obama campaign's email program was its non-stop emphasis on testing. What lengths did it go to? Take Oct. 17, it sent out messages to 166 segments that day and 84 were A/B tests, whether with subject lines, time of day, messaging, etc.

So, people get freaked out when they feel an email marketer knows too much about them. Not necessarily.

Innovyx CEO Derek Harding suggested the email industry could benefit from defining what makes up a long-term active. Is it 12 months? Some companies, though, are considering 48 to 72 months as long term.