After a short delay to process the sold-out crowd, Anne Holland is on stage now.
Notes from her talk:
All the opinions out there that "email marketing is dead" are just that. In fact, clickthrough rates are holding steady. Nothing is dying -- it's the same. Conversion rates are up (because people are getting better with offers and landing page use is up), and average list growth is 38.4%/year.
The problem, she says, isn't email, it's what people does with it. Dynamic content, testing, segmentation are what people need to focus on the most.
If your list is less than 10,000 names, you still need to segment. Even 5,000 names, you can do testing to a split list and determine what offer pulls better.
Recommendation: Don't send email in-house. The only people who should be doing it themselves are extremely large emailers who know what they are doing Email is very complex, and you should leave it to the experts.
But how do you meet the budget challenge? Email generated 14 percent of traffic to web sites, but only took 9% of the share of the online budget.
Next presenter up shortly...