MarketingSherpa Summit 2016 is in the books and we learned a ton. There’s a lot to digest in the two days worth of live blogs. So, I highlighted many of the key takeaways here. Hopefully, it will make you feel like you were there in Vegas with all of us … or at the very least will help you get a new perspective on marketing.
Flint McGlaughlin on The Marketer’s Blind Spot: 3 ways to overcome the marketer’s greatest obstacle to effective messaging
“There are no expert marketers, only experienced ones … the more expert we become as marketers, the less expert we become as consumers.” – Flint McGlaughlin
Of headlines studied in regards to point sequenced grammar, point-first headlines all ranked highest in testing.
- Customer-Centric Logic:
- Customer Logic: What I Get — ranked highest
- Company Logic: What I Do — ranked lowest
Conversion Heuristic: Enables a marketer to invert their perspective and see through collateral into the thought sequence of the prospect.
- Probability of Conversion
- Motivation of the User
- Clarity of the Value Proposition
- Incentive to Take Action
- Friction Elements Present
- Anxiety Elements Present
Naked Wines Key Takeaway: Identify top drivers of customer quality and create process to foster desired behavior during onboarding
Tips from Dell: Don’t forget the bones of the email—a lot of business performance can be won or lost in the structure.
HomeAdvisor Top Takeaways:
- Manage the lifecycle
- Focus on engagement
- Improve deliverability
How Humana’s Strategic Testing Drove a 60% Increase in Customer Engagement
When analyzing your marketing strategy, you may want to update many aspects. It’s important to test one at a time … and then combine what works later on into a “Super Funnel.”
Charles Duhigg, Pulitzer Prize-Winning Author & New York Times Best-selling Author, on The Power of Habit
Takeaways:
- Know your customers’ keystone habits. Which kinds of change seems important?
- Look for opportunities to piggyback.
- Find rewards that deliver emotionally.
Morgan Spurlock, Academy Award-Nominated Director, Super Size Me: The Greatest Lecture Ever Presented
- Surround yourself with people who believe in you and your vision.
- Have persistence of vision.
- Own your derivative impact, but don’t be afraid to do things other people think are crazy.
- Alignment of ideologies.
- The more risks you take, the less risky things become. It becomes a part of your DNA.
- Finding a good story is only the beginning. Getting it into the hands hearts and minds of your audience is the greatest accomplishment.
DonorsChoose.org Takeaway: Know that one out of every 10 tests will actually yield results—commit yourself to running those test to gain insights.
Sundeep Kapur, Educator, Email Yogi
Checklist to improve:
- Personalization
- Segmentation
- Deliverability
- Perpetual list building
- Mobile (and mobility)
- Feedback
- Most importantly: Anticipate
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Beyond
Automating Your Onboarding Campaign
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Email Marketing
The Questions You Should Be Asking on Your Email Signup Form
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Beyond
Unroll.me: A Flawed, Misleading Unsubscribe Service
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Beyond
Why Are My Emails Going To The Spam Folder?
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Practical Marketer
Top 5 Email Marketing Automation Triggers You Should Know
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Beyond
New Signup Forms Available from Benchmark Email!
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Email Marketing
The 4 Ways Your Email List Becomes Your Most Valuable Marketing Asset
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Practical Marketer
6 Ways to Use Social Media in Your Email Marketing Campaign
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Practical Marketer
Building and Nurturing a Customer Email List Prior to a Product Launch
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Practical Marketer
How to Make your Marketing Emails More Clickable with Interactive Content
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