Picks of the 25 Great Ideas That I Think Have Value

Ryan Phelan of Blue Hornet led this morning's keynote panel billed as 25 great ideas in email marketing.  The intention was to generate ideas we could all take back and implement on Thursday morning. Joining Ryan were David Atlas, Strongmail, Andrew Kordek, Trendline, and Dela Quist, Alchemyworx.

The gentlemen offered a number of ideas, some of which I thought were pretty powerful. I'm only including here those I
thought had real value. (Power of the pen!) Or, check the twitter feed via #MPEIS


  • In any segmentation model, consider context for the purchase. (Ryan)
  • Celebrate atypical holidays. Pick one that is relevant to your business and sell stuff around it. (David)
  • Set a real target for organic acquisition, make it part of someone's job and then fire that someone if they miss the number. (Dela)
  • Incorporate the "spirit of social media" by using customer tweets and not your own, and by sending messages from a real person on 
  • your team. (Andrew)
  • Treat new subscribers differently based on the source of their subscription, e.g.: purchasers vs. browsers. (Dela)
  • Measure the difference in response with the presence of email (use a hold out group) - in order to track and manage the 
  • contribution of email subscription to purchase. (Dela)
  • Try new stuff and test (trial and error - don't look for a guide, make your own) (Andrew)
  • Monitor your unsubscribe requests by day of week. (You'll find out that it's a bad idea to mail on Monday!) (Dela)
  • Add a "Recently viewed Panel" to your messages, integrating what is most popular on your website. (David)
  • Ditch your preference center. Why rely on customers to tell you stuff? Rely on behavior to drive preferences. (Andrew)
  • Show your non platinum customers some of the special deals that you offer your best customers. Encourage salivation and 
  • interest in upgrading. (David)
  • Add CURVE to your subject lines - curiosity, urgency, relevancy, value, emotion - you must have two of the five in every 
  • subject line. (Andrew)
  • Ensure you know the cost of your email marketing practices. What is the cost of losing an email customer? (Andrew)
  • Use numbers not rates. Set yourself a target for the number of opens, clicks and conversions. Go for the number (which 
  • is what drives activity sales.) (Dela)
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