Email Marketing Articles

Presented by Stephan Spencer, Managing Director of Netconcepts:

• Search engine optimization
  You want to get to the top of the search engines? Ah… but which search engines should you target? What keywords are your prospects searching for? And how do you actually get your site to the top for those keywords and then to stay there? Learn the tactics that will make your site ’scream’ in the search engines - ethically and sustainably - without costing you a fortune ongoing.
• Improving conversion rate
  So you’ve got visitors to your site, but will they purchase? Improving conversion on your site is an art and a science that involves a mix of clever copywriting, compelling offers, a follow-up strategy, meaningful metrics for measuring success, and more.
• Email marketing
  Email can get you in front of your customers and prospects without relying on them to remember to come back and visit your site. But pitfalls abound. Get it wrong just once and you’ll significantly trim your list and burn your relationships. Learn what it takes to make great campaigns and newsletters, get the permission you need from your intended audience, and then test your assumptions scientifically.
• Working with your web developer
  What are the ingredients for sucess when launching a redesign or a new site? What processes are helpful in keeping the project and the vendor on track? What are reasonable expectations of the client and the vendor? What goes into (and what doesn’t go into) an effective brief or specification? How do you manage the legal risk?

Presented by Kelly Goto, Principal, gotomedia, Inc.:

• Usability
• Information design
• Workflow
• Metrics for ROI from a user experience perspective

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In an intensifying effort to capture internet users’ attention, online advertisers are resorting to ever more intrusive - even dodgy - tactics like…

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One in five teens between 12 and 17 maintains a blog, according to a US survey, and now corporates are catching on -from telecommunications company Verizon, to analysts Gartner Group, to small Sydney consultancy Step Two Designs. There is a sound business case for blogging. It gives customers, suppliers and staff an inside view of how you think. After all, people buy from people, not some faceless corporate entity.

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Learn how to start a word-of-mouth epidemic centered around your company, brand, products or services. Discover how to put together the right offer; examine who’s going to spread your message, and how to make it easy to spread your message via your Web site. In addition, learn how to use e-mail to spread your message. Success stories include Hotmail, Unleashing the Ideavirus, HotorNot.com, Blue Mountain, and more!

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Why does Montana Wines appear on the first page of Google’s search results for “New Zealand wines,” while Matua can’t be found until page two? And why does Trelawn Place come up number one in a Google search for “Queenstown bed and breakfast”, whereas competitor White Shadows Country Inn is number 11?

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Inboxes are quickly becoming a new wasteland, filled with unsolicited, impersonal, useless, and often offensive messages. As a result, consumers have had to find new ways of coping with the suspicious deluge. Alias addresses and spam filters have become standard defense-mechanisms, while the definition of spam has evolved beyond not having permission, to not delivering relevance.

Yet many marketers continue to treat email as a “cheap” contact strategy for chest pounding and mass promotions. Rather than building trust, this impersonal carpet-bomb approach erodes hard-earned trust by branding the company as a “spammer” more interested in economies of scale than deepening relationships.

So what does it take to compete - and win - in this hostile environment? Join Stephan Spencer, founder of Netconcepts (parent company of GravityMail) for an information packed presentation.

You’ll learn:

• Relationship strategies to access the elusive “circle of trust”
• Essential techniques of effective campaigns/newsletters
• How Web usability and direct marketing principles combine
• Metrics for gauging success
• How to audit campaigns against best practices
• Case study examples. Plus some real stinkers

Who should attend:
Marketing Executives and Directors, Internet Marketing Managers, and others interested in learning the essentials of successful email marketing.

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An online community for writers and publishing professionals is a raging success by the old dot-com criteria - heaps of traffic (140,000 visitors a month) and average visit times of over seven minutes. But it’s a dud as a business venture. It has operated at a loss every year.

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Why do we code in PHP rather than ASP? For reasons including price, capability, its “open source” and platform-agnostic nature, popularity, speed, security, and efficiency.

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Usability. Boring but crucial, it’s about making your website easy and intuitive to use. Users shouldn’t need to learn how to use your site. Put stuff where people expect it.

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We recommend writing web scripts in PHP, not CGI / Perl. PHP is much better suited to the Web and takes less “overhead,” meaning that scripts will run faster and the server will be able to handle more simultaneous users on your site. Here’s Why…

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