Looking back on MarketingSherpa's fifth annual Email Marketing Summit, I'd say it was a very good event for more than 600 marketers and the Lyris team. There were a number of talented speakers and contributors who always make Email Summit a good investment for teams focused on email and online marketing.

The Miami setting in January was a nice perk, too.

Thanks to Expedia CruiseShipCenters, MarketingSherpa and Big Marketing for helping us with a free, 7-day cruise give away and our VIP event for ~40 Email Summit attendees.

Joseph Jaffe’s keynote on day-1 was, in my opinion, all about marketers making “customer success” a priority. According to Mr. Jaffe, a marketing consultant and author, the traditional marketing funnel is broken. Why? Because it emphasizes customer acquisition which means most marketers spend the bulk of their time and resources searching for new customers rather than serving the ones they already have. Acquisition should always be part of the mix but more balance between acquisition and retention is now a requirement given today’s real-time/social Web; being mindful of this balance can enable very powerful word-of-mouth, loyalty results and ROI. Mr. Jaffe’s new book, Flip the Funnel, which launched at Email Summit, focuses on the changing dynamics between acquisition and retention in today’s connected world.

Email, social and mobile integration (tri-messaging) was a constant topic during the event, one that was discussed by John Mast, vice president of marketing at Expedia CruiseShipCenters, during his presentation: Building Long-Lasting Relationships through Email, Social and Mobile. Review and download John Mast's presentation from MarketingSherpa's Email Summit site, including details about how Expedia CruiseShipCenters is applying tri-messaging.

Conversations at Email Summit 2010

John Mast touches on how Expedia CruiseShipCenters is partnering with Lyris to integrate CRM, email, social and mobile for their permission marketing initiatives.

Sergio Balegno, Research Director at MarketingSherpa, shares some insight from the 2010 Social Media Marketing Benchmark Report and research process.

Ron Pereira, CEO of Top Right, discusses how his business is serving online retailers with Lyris, and why segmentation data is critical for e-commerce results.

Dela Quist, CEO of Alchemy Worx based in London, reveals what worries email marketers and what they should do to be more successful.

  

Where Next?

I’m headed to the Online Marketing Summit (OMS) on February 22nd and will be speaking on the Integrated Marketing Forum panel with a talented group including: Paolina Milana, EVP marketing/media operations, Marketwire; Marilee Brusachetti, media communications manager, Jack in the Box; Pawan Deshpande, CEO, HiveFire; Kevin Akerman, senior director global product development, Experian Marketing Services; and Steve Latham, CEO, SpurDigital.

Stay tuned for #OMS10 tweets during the event and my review-post after OMS. Let’s connect in San Diego if you’re attending the Online Marketing Summit.

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Related Resources:

• Subscribe to Inside Lyris HQ our monthly online-marketing newsletter.
• Download free online-marketing guides, tools and webinars in the Lyris Online-Marketing Resource Center.

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