This article is a summary of Nick Heys' presentation during the Omniture Summit in London on May 20th, 2010. Nick Heys is founder and CEO of Emailvision.
Key messages:
- Email has been around since 1971. The Queen Elisabeth II sent her first Email in 1976.
- Email remains the killer app of the Internet in spite of its age.
- Until 2005, marketeers focused on acquisition e-mail marketing instead of retention e-mail marketing, in spite of Seth Godin's book on Permission Marketing in 2000.
- Trends becoming mainstream for the next 10 years:
- Email deliverability optimization
- Mobile Email Marketing (on all different devices)
- Split testing (only used by 30 % of EmailVision's customers)
- Trigger marketing (based on behaviours)
- Strategic planning
- Integration with Web Analytics, CRM and ERP systems (marginal today)
- Email & Social Network Marketing
- Conclusion: the art of storytelling is the future of Email Marketing
My take:
- Great conclusion! Technology should remain at the service of content, and not the opposite.
Note: this post has been written live. Please excuse any typos and brievety.
This live blogging has been made possible thanks to the support of Hub'Sales.
