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“
                                                                            ISBN: 978-1-932353-70-9




                                                                               ”
       And now, with the second edition of the Landing Page
       Handbook, MarketingSherpa delivers an up-to-the-minute
       understanding of what’s new, what’s changed and what
       really works.
       Nick Usborne, Publisher
       www.excessvoice.com


 Second Edition - New & Completely Revised



Landing
Page
Handbook
How to Raise Conversions —
Data & Design Guidelines
Note: This is an authorized excerpt from the full 273-page Landing Page Handbook.
To download the entire Guide, go to: http://www.SherpaStore.com or call 877-895-1717
                                               --
                                                               MarketingSherpa Landing Page Handbook-Second Edition




Introduction to Revised
Second Edition
What a huge change the past few years have seen! When we began researching
the first edition of MarketingSherpa’s Landing Page Handbook in the fall of
2004, we found next to nothing out there. In fact, if you plugged the term
“Landing Page” into a search engine, a tiny handful of mentions appeared. Now
type “Landing Page” into a search engine and you’ll get more than 36 million
references.
Agencies and consultants have sprung up specializing in landing page design
and testing; Web content management systems have been developed to enable
easier landing page creation and testing, and a landing page speaker is present
at every industry convention. This growth has been exacerbated by Google’s
announcement late last year that landing page relevance would affect pay-per-
click ad rankings.
Yet, after reviewing the enormous amount of information out there on landing
pages, I was disappointed by how little of it expanded in any way on the first
edition of this Guidebook. Everyone seems to repeat the same factoids and best
practices.
That’s great on one hand – as you’ll see from the results of our new research
study included in this Guide, a startlingly low number of marketers are actually
applying best practices to their landing pages. So, the more everyone in the
landing page universe can get the word out to improve things, the better.
However, it’s time for renewed research into improving landing page results.
So, in this greatly revised and expanded edition you’ll find a wealth of NEW
information on landing pages for:
   • Blogs
   • Organic search traffic (especially for business-to-business Web sites)
   • Ecommerce sites
   • Email campaign landing pages (including mobile phone clicks)
   • Copy, graphics and layout
We’ve also updated our practical chapter on Testing Landing Pages (including
multivariable, A/B and eyetracking testing tips), as well as added an all-new

                                                         --
        Excerpted from Landing Page Handbook. For a complete version go to www.SherpaStore.com
             © Copyright 2002-2007 MarketingSherpa, Inc. 499 Main Street, Warren, RI, 02885 • 877-895-1717
                                                            MarketingSherpa Landing Page Handbook-Second Edition




section on how to conduct a “Black Ops” landing page campaign ... quickly and
cheaply making landing pages on the fly when your own Web or IT department
can’t build or test them for you.
Naturally, we’ve also added and updated the numbers (great for comparing your
landing page conversion results to those of your peers) – as well as published
never-before-seen data on “Bail Patterns” where you’ll see precisely when typical
consumers leave a landing page instead of converting. Turns out, the oft-mentioned
“seven-second” rule is misleading.
Last but not least, we have included loads of fresh creative samples from real-life
landing pages that you can use as inspiration when creating your own landing
pages. Nothing’s worse than staring at a blank computer screen while trying to
come up with something new ... or explaining your ideas to a designer who can’t
“see” what you’re talking about. These real-life samples should help.
Enjoy, and may your landing page results continuously improve until our next
edition!




Anne Holland
Founder, MarketingSherpa




                                                      --
       Excerpted from Landing Page Handbook. For a complete version go to www.SherpaStore.com
          © Copyright 2002-2007 MarketingSherpa, Inc. 499 Main Street, Warren, RI, 02885 • 877-895-1717
                                                              MarketingSherpa Landing Page Handbook-Second Edition




New Research
Highlights:
What’s a Landing Page and Why Does It Matter?
A landing page is where people “land” when they click on an ad banner,
search engine result or email link, or when they visit a special promotional
URL that they heard about on TV, radio, or other offline media.
Very few perfect landing pages exist. Most of the samples in this report
aren’t perfect, although they represent the current cream of the crop.
The perfect few are usually the result of extensive testing. And when we
talk to the marketers behind them, invariably they say: “But I have a few
more tests I’d like to run to see if I can improve conversions a bit more. . .”

Chart #: % of Marketers Implementing Landing Pages by Tactic




Base: Total n=3204
Source: MarketingSherpa, Landing Page Survey, September 2007
Methodology: 4,213 surveys were collected from in house marketers (n=3,120) and agency marketers
(n=1,093) who are actively involved with landing pages in some capacity. They were recruited from
MarketingSherpa and MarketingExperiments reader lists between September 6 and September 18, 2007  .



                                                        --
         Excerpted from Landing Page Handbook. For a complete version go to www.SherpaStore.com
            © Copyright 2002-2007 MarketingSherpa, Inc. 499 Main Street, Warren, RI, 02885 • 877-895-1717
                                                               MarketingSherpa Landing Page Handbook-Second Edition



Unfortunately, most marketers don’t have the time or budget for extensive
landing page testing. They have a campaign launching soon, and a landing
page is needed pronto! Often, the landing page is the least considered
element of the campaign. Marketers who will fuss over ad creative and fret
for hours about media buys will ask the design department to fling something
up there to land on.
We suspect some marketers truly believe that if their outbound campaign is
good enough, the creative will pre-sell prospects on the offer no matter how
lame the landing page is. In other words, many marketers think the outbound
campaign is doing the heavy lifting, and the landing page exists simply as a
passive collection cup for all the sales or leads generated by the campaign.
The exact opposite is generally true.

Chart #: % of Marketers Who Customize Landing Page Templates




Base: Total n=3204
Source: MarketingSherpa, Landing Page Survey, September 2007
Methodology: 4,213 surveys were collected from in house marketers (n=3,120) and agency marketers
(n=1,093) who are actively involved with landing pages in some capacity. They were recruited from
MarketingSherpa and MarketingExperiments reader lists between September 6 and September 18, 2007  .




                                                         --
         Excerpted from Landing Page Handbook. For a complete version go to www.SherpaStore.com
             © Copyright 2002-2007 MarketingSherpa, Inc. 499 Main Street, Warren, RI, 02885 • 877-895-1717
                                                              MarketingSherpa Landing Page Handbook-Second Edition



The only thing the outbound campaign did was get prospects to click or type
a URL into their browser.
That’s a microscopically unimportant decision compared to whatever the
landing page asks them to do.
Your ad convinced them to click. It’s a split-second, what-the-heck decision.
Your landing page has to convince them to stick around for at least a minute
or two and possibly do a bunch of fairly unpleasant stuff:
    • Do a bunch of reading (90% of the population doesn’t much like
       reading).
    • Laboriously type their name and address (only geeks use auto form
       fill).
    • Hand over a phone number so a telemarketer will pester them.
    • Give an email and take the risk of being spammed.
    • Dig out a credit card and maybe have it stolen by a phisher or
       fraudster.
    • Pay for something.
No wonder average landing page conversions are in the single digits — even
for free offers! How do you get visitors over those nasty humps? Well, that’s
the purpose of this report.


Landing Pages for Organic Search Campaigns
If your site is properly optimized, every page is now a landing page. Check
your stats. What percent of your incoming traffic from organic (aka natural)
search engines listings goes to your homepage? Chances are the vast majority
went to an internal page instead.




                                                                          continued on next page..




                                                        --
         Excerpted from Landing Page Handbook. For a complete version go to www.SherpaStore.com
            © Copyright 2002-2007 MarketingSherpa, Inc. 499 Main Street, Warren, RI, 02885 • 877-895-1717
                                                              MarketingSherpa Landing Page Handbook-Second Edition



Chart #: Organic Search Traffic to MarketingSherpa.com 00




Before we delve into how to turn your secondary pages into better landing
pages for conversion purposes, we must note that this doesn’t mean your
homepage isn’t still important. Two types of search-related traffic are still
hitting your homepage, and it has to perform to please all of them:

Type #1. Our mothers (and probably yours, too)
When they want to go to a Web site, our mothers type the URL into a major
search engine instead of into their browser window. (We suspect they may
not know how to use the browser at all.) According to search-engine stats,
millions of searches every week are conducted this way. The consumer could
have gone direct but didn’t. Instead, they click on the first organic listing.
Hopefully, it’s your homepage.
To help this crowd who certainly already know who you are — they were
looking for you, after all, the best homepage is one that serves as a site map
with all the most useful links and/or response tools conveniently above the
fold. For this reason, homepage design that gives a huge portion of the top
and middle screen over to static promotional content (which roughly 80% of
B-to-B Web sites from larger companies do) doesn’t work well. These users
want to find what they are looking for, not admire your latest space ad or
tagline.

                                                        --
        Excerpted from Landing Page Handbook. For a complete version go to www.SherpaStore.com
           © Copyright 2002-2007 MarketingSherpa, Inc. 499 Main Street, Warren, RI, 02885 • 877-895-1717
                                                              MarketingSherpa Landing Page Handbook-Second Edition



Type #2. Landing page visitors who want to know more about you
These people are most often brand new to your site and/or who stumbled
in via search. The landing page either doesn’t answer their key questions
completely or it doesn’t instill enough trust. Either way, instead of converting
there and then, the visitors click on your logo (or other nav device) to surface
up to your homepage quickly to check out who you really are.
Web usability expert Steve Krug calls this activity the “up periscope,” like
when a submarine underwater pops up a periscope to get its bearings.
To please this crowd, your homepage should have clear trust-building and
“what we do/ who we are” elevator pitch content well above the fold. This
basic factual information is more important than your latest promotion or
a pretty graphic image. It should be concise, buzzword-free, and without
acronyms. It should include information such as geography and types of
clients served, and specializations.
In addition, consider adding wording and/or hotlinks to your main navigation
bar that match the keywords that drive the majority of visitors to your site.
Probably a very few keywords are responsible for big lumps of your organic
traffic. Once they get to your homepage, you want to give them a hotlink trail
to find their way back to the reason they came to your site in the first place.
(Some people don’t use the back button.)
How do you know if your homepage design is working? Easy. Use Web
analytics to do path analysis for these two particular types of visitors. Is your
homepage their site exit page? If so, you’ve got a problem.


Three Ways to Turn Deep Pages Into Landing Pages
Tip #1. Sprinkle on plenty of offers
Example: Software marketers at Mysis EMR added a clickable list of
response options to the far right column of every page of the product’s search
engine optimized microsite site. No matter where people entered the site, a
variety of conversion offers were right in front of them. Here’s the static right
column that appeared on more than 100 optimized pages that received traffic:

                                                                         continued on next page...



                                                        --
         Excerpted from Landing Page Handbook. For a complete version go to www.SherpaStore.com
            © Copyright 2002-2007 MarketingSherpa, Inc. 499 Main Street, Warren, RI, 02885 • 877-895-1717
                                                             MarketingSherpa Landing Page Handbook-Second Edition



Sample #: Mysis EMR SEO Microsite Options Page




Another example: AbeBooks.com knew that visitors who land on non-product-
specific pages are less likely to purchase immediately. So they turned the main
conversion activity of these pages into an email opt-in gathering exercise.
They sprinkled opt-in offers in every possible nook and cranny.
Sample #: AbeBooks Landing Page With Opt-in Offers




                                                       --
        Excerpted from Landing Page Handbook. For a complete version go to www.SherpaStore.com
           © Copyright 2002-2007 MarketingSherpa, Inc. 499 Main Street, Warren, RI, 02885 • 877-895-1717
                                                               MarketingSherpa Landing Page Handbook-Second Edition



One more example: Every single page of the Claire Burke Web site has an
email request form; hotlinks for catalog request, retail locations, and
customer service, and a search box all well above the fold.
Sample #: Claire Burke SEM Landing Page With Request Form




Tip #2. Include hotlinks to plenty more directly relevant pages on your
site

Chances are good these visitors are in prime “information-seeking mode.”
The more highly relevant information you can provide to their search, the
more likely they are to stay on your site until they either convert or remember
your URL well enough to visit again.

Example: Clickability’s imWARE ran a 90-day test with an online publisher
to see if they could get more page views from search visitors who arrived
deep into the site. Their tactic: Adding a “Most Popular List” of related
articles at the end of every article caused average page views to improve by
30%.

Tip #3. Test

It’s funny to think, but probably 1,000 PPC search landing page tests are
conducted for every organic search landing page test. Understandably,
marketers feel that if they have to pay per click they may as well make the
most of their investment. However, MarketingSherpa data show organic

                                                        -0-
         Excerpted from Landing Page Handbook. For a complete version go to www.SherpaStore.com
            © Copyright 2002-2007 MarketingSherpa, Inc. 499 Main Street, Warren, RI, 02885 • 877-895-1717
                                                              MarketingSherpa Landing Page Handbook-Second Edition



traffic can convert as well or better than PPC traffic for many sites. If you’re
not optimizing organic landing pages, you’re leaving money on the table. Just
because the traffic is “free” doesn’t mean you should turn your nose up at it.



Optimizing for Search Engine News-Driven Traffic
Of U.S. Internet users, 39% go to search engine news areas, such as Yahoo!
News and Google News. If users are under 36, search news sites may be
their primary news source — before all other news media. And if your press
release is submitted through traditional wire services such as PR Newswire or
BusinessWire, your release will be mingled in with headlines for people who
search news for specific topics as though it were “regular” news.
Since word got out about Southwest Airline’s 2004 test of hotlinked press
releases, which drove millions in tickets sales, more and more marketers have
been running optimized press release campaigns in addition to more routine
search marketing. What sort of landing page should you use for the hotlinks in
a press release?
Key: Even if the purpose of your release is to get your marketing information
into the hands of Yahoo! News and Google News, readers who happen to be
your end prospects don’t know that and think it’s a real release. You’ll defeat
the purpose if you send clicks to a landing page that is overtly marketing or
sales-oriented. On the other hand, you’ll defeat the purpose if the page you
send clicks to is your online PR center for the actual press.
Here’s an example of a marketer who invented a way out of this conundrum.
Assisted by optimized press release specialists SEO PR, the Marketing
Director for Symmetricom created an information-rich landing page that
continued the story that the press release had begun with plenty of factual
detail.

However, she added a contact form on the left column of the landing page just
in case any qualified prospects were among the clickthroughs. They were. This
optimized press generated 8 leads — one of which was for an estimated $200
million order. It also wasn’t from one of the “usual suspects” that the sales
force was already talking to. It was for a new application that no one knew was
being developed. And it was a new lead from an unknown prospect. You can’t
do better than that.

                                                       --
        Excerpted from Landing Page Handbook. For a complete version go to www.SherpaStore.com
           © Copyright 2002-2007 MarketingSherpa, Inc. 499 Main Street, Warren, RI, 02885 • 877-895-1717
                                                              MarketingSherpa Landing Page Handbook-Second Edition




Sample #: Symmetricom Press Release and Matching Landing Page




                                                                        Press Release




                                                                                                           Landing
                                                                                                           Page




                                                       --
        Excerpted from Landing Page Handbook. For a complete version go to www.SherpaStore.com
           © Copyright 2002-2007 MarketingSherpa, Inc. 499 Main Street, Warren, RI, 02885 • 877-895-1717
                                                                                         MarketingSherpa Landing Page Handbook-Second Edition



Table of Contents
Table of Contents ......................................................................................................................................... 
Introduction to Second Edition .................................................................................................................. 
Introduction to Original Edition ................................................................................................................
    Sample I.1: MarketingSherpa’s “Mistakes” Landing Page ....................................................................13
Chapter : New 00 Landing Page Study Data ..................................................................................... 
What’s a Landing Page and Why Does It Matter? ........................................................................................15
    What’s Not a Landing Page? .................................................................................................................16
Typical Landing Page Conversion Rates Are Fairly Low ................................................................................16
    Table 1.1: Conversion Rate Averages for Search and Email Landing Pages............................................17
    Chart 1.2: Have Your Average Landing Page Conversions Improved Over the Past Year? .......................19
Six Steps of the Conversion Process: How a Visitor Experiences Your Landing Page ................................ 20
The Bad News About Tracking the Bail Process ........................................................................................... 23
MarketingSherpa’s New Landing Page Observational Study & Real-Life Marketer Survey ........................ 25
    Chart 1.4: % of Marketers Sending Clickers to Homepage vs. Landing Page ...................................... 25
    Chart 1.5: Where Do Promotional Link Clickers Go? ............................................................................. 26
    Chart 1.6: % of Marketers Implementing Landing Pages by Tactic ....................................................... 27
    Chart 1.7: Number of Landing Pages Currently in Use ......................................................................... 28
    Chart 1.8: What Prompts the Creation of a Landing Page? ................................................................... 29
Getting to the Landing Page ....................................................................................................................... 29
    Consistency = Conversion .................................................................................................................... 29
    Consistencia .......................................................................................................................................... 30
    Chart 1.9: % of Marketers Sending Clickers to Wrong Language Landing Pages ................................. 31
Always Use Readable URLs, Except in Most Cases (Huh? ......................................................................... 32
    Chart 1.10: Types of Landing Page URLs Used in Offline Advertising.................................................... 32
Someone Clicked! Now What? Landing Page Design! ............................................................................... 34
    Cut the Clutter ....................................................................................................................................... 34
    Chart 1.11: Marketing Goals for Landing Pages ..................................................................................... 34
    Chart 1.12: % of Marketers Who Customize Landing Page Templates ................................................. 35
    Simplicity Defined — Buttons ............................................................................................................... 36
    Chart 1.13: Use of Unhelpful Buttons on Online Forms ....................................................................... 36
    Pare Your Navigation ............................................................................................................................. 36
    Chart 1.14: Who Knows Which Pages Get Heavy Organic Search Traffic? ............................................. 37
    Give Options Without Overwhelming .................................................................................................. 37
    Chart 1.15: Single vs. Multiple Offers on Landing Pages ...................................................................... 38
    Copy Length and Need for Scrolling...................................................................................................... 38
    Chart 1.16: Global Broadband Penetration ............................................................................................. 39
    Chart 1.17: Distribution of Absolute Scroll Reach ................................................................................. 40
    On the Page: Text & Graphics................................................................................................................ 40
    Chart 1.18: Distribution of Number of Columns Used in Page Design ................................................. 41
    Chart 1.19: Frustrations of Agencies Providing Landing Pages to Clients ............................................. 42
    Are You Your Affiliate, or Are They You? .................................................................................................. 43
    Chart 1.20: Creative Input for Affiliate Marketer .................................................................................... 43
    Graphic Elements ................................................................................................................................. 44
    Chart 1.21: Clickable Offer-Related Landing Page Graphics ................................................................... 45
    Placement of call-to-action buttons ....................................................................................................... 45
    Registration forms and mail opt-in requests ......................................................................................... 45
    Chart 1.22: Tactics for Email Opt-In and Registration/Lead Generation Forms ..................................... 46
    What works ........................................................................................................................................... 46
    Chart 1.23: Real-Life Marketing Tactics to Improve Conversion Rates .................................................. 47
Chapter : Landing Page Design, Layout & Copy Fundamentals ......................................................... 
Overview: The Six Steps of Landing Page Design ...................................................................................... 49
Prospect Research Details........................................................................................................................... 53
    1. Prospect Type Comparison & Conversion Chart ................................................................................ 53
    Chart 2.1: Sample Conversion Path by Prospect Type ........................................................................... 54
    2. Persona/Profile development ........................................................................................................... 55
Next Step: Landing Page Layout and Graphic Design Guidelines ............................................................... 57

                                                                                 --
              Excerpted from Landing Page Handbook. For a complete version go to www.SherpaStore.com
                   © Copyright 2002-2007 MarketingSherpa, Inc. 499 Main Street, Warren, RI, 02885 • 877-895-1717
                                                                                         MarketingSherpa Landing Page Handbook-Second Edition


    Screen Resolution Stats & Examples.................................................................................................... 58
    Figure 2.2: What 300 Pixels Look Like at Varying Resolutions ............................................................. 59
    Chart 2.3: Screen Resolution Stats, August 2007 ................................................................................ 59
    Chart 2.4: Browser User Stats, August 2007 ........................................................................................ 60
    Figure 2.5: Impact of Screen Resolution by Major Browsers – 800 x 600 ............................................ 61
    Figure 2.6: Impact of Screen Resolution by Major Browsers – 1024 x 768 .......................................... 62
The Fold, Scrolling, and Paging .................................................................................................................... 63
    Chart 2.7: Online Bill Paying Services: Required Scrolling Compared .................................................. 63
    Number of Columns ............................................................................................................................. 64
    Sample 2.8: MarketingSherpa Store Landing Page Before ................................................................. 65
    Sample 2.9: MarketingSherpa Store Landing Page After ...................................................................... 66
    Sample 2.10: Sun Microsystems’ Original Homepage .......................................................................... 67
    Sample 2.11: Sun Microsystems’ Homepage With Fewer Columns ..................................................... 67
    Sample 2.12: CareerBuilder Horizontal-Style Response Options (Test Loser) ...................................... 68
    Sample 2.13: CareerBuilder Vertical List-Style Response Options (Test Winner) .................................. 69
    Navigation Bars = Mostly Verboten! ..................................................................................................... 69
    3 design tips for one-page landing pages.............................................................................................. 71
    Design tips for landing pages with links to other pages ....................................................................... 72
Color ........................................................................................................................................................ 73
    Flash Intros and Navigation, Oh, Please No! ......................................................................................... 73
    #1. Reading comprehension .................................................................................................................. 73
    #2. Button graphics ...............................................................................................................................74
    #3. Branding ...........................................................................................................................................74
    #4. Eye corralling ....................................................................................................................................74
White Space ................................................................................................................................................ 75
International Design & Graphics ...................................................................................................................76
Typeface Fonts, Point Size and Text Layout...................................................................................................76
    Top 5 Rules to Follow for Easy-to-Read Type ..........................................................................................76
Commonly Made Online Type Design Mistakes .......................................................................................... 77
5 Guidelines on Text for Children and Older Readers .................................................................................. 79
    Table 2.21: Kids’ Font Reading Comprehension Online ........................................................................ 79
Guidelines on Emphasizing Text for Impact ................................................................................................. 79
How Many Elements Should Be on a Page? ............................................................................................... 80
Hero Shots................................................................................................................................................... 81
    Sample 2.22: The Sales Board Skills Assessment Test.......................................................................... 82
    Sample 2.23: Sales Lead Dogs Landing Page ....................................................................................... 83
    Sample 2.24: Landing Page With Hero Shot ......................................................................................... 84
    Hero Shot Placement ............................................................................................................................ 84
    Tips for creating hero shots .................................................................................................................. 84
    Sample 2.25: Real People Outperform Stock Footage for Hero Shots ................................................. 84
    Sample 2.26: MarketingExperiments Test Covers ................................................................................ 85
    Using photos of people ......................................................................................................................... 86
    Sample 2.27: Happy Customer Photo for Palo Alto Software ............................................................... 86
    Does sex sell? ....................................................................................................................................... 87
Trust Icons & Images ................................................................................................................................... 87
    Sample 2.28: Test Results for Faux Trust Icons ..................................................................................... 88
    Sample 2.29: Trust Icons That Can Improve Conversion Rates.............................................................. 88
    Sample 2.30: Kelley Blue Book Trust-Building Tagline ............................................................................ 89
Pop-Ups on Landing Pages .......................................................................................................................... 89
    Sample 2.31: BusinessSummaries.com Entry Pop-up .......................................................................... 89
    Sample 2.32: VistaPrint Utility Pop-up ................................................................................................... 90
Audio on Landing Pages .............................................................................................................................. 90
Video on Landing Pages .............................................................................................................................. 91
    Sample 2.33: Digital Media Landing Page With Video Play Button in Middle........................................ 92
    #1. As Seen on TV.................................................................................................................................. 92
    #2. Real-life testimonials ....................................................................................................................... 92
    #3. Viral campaigns ............................................................................................................................... 93
    Sample 2.34: Six Degrees Network for Good Video Testimonial ........................................................... 94
    #4. Video watching is the conversion activity ........................................................................................ 94
Avatars & Video Spokesmodels on Landing Pages...................................................................................... 94

                                                                                 --
            Excerpted from Landing Page Handbook. For a complete version go to www.SherpaStore.com
                  © Copyright 2002-2007 MarketingSherpa, Inc. 499 Main Street, Warren, RI, 02885 • 877-895-1717
                                                                                          MarketingSherpa Landing Page Handbook-Second Edition


    Sample 2.35: Flowers Fast Landing Page With Animated Character ................................................... 95
Load Speed – The Final Graphics Challenge ............................................................................................... 96
    Chart 2.36: Household Broadband Penetration Growth ....................................................................... 96
    Table 2.37: TimeConnection Rate Download Time ............................................................................... 97
    Sample 2.38: ClearInk Landing Pages With Loading Video, and Completely Loaded ........................... 98
Response Devices on Landing Pages ......................................................................................................... 99
    Adding phone numbers to landing pages.............................................................................................. 99
    Sample 2.39: Math Made Easy Landing Page ...................................................................................... 99
    Offering live chat on your landing page ................................................................................................100
    Sample 2.40: Kevis Marketing Live Chat Request Window Opened on Homepage ............................ 101
    Call me now offers ...............................................................................................................................103
    Sample 2.41: Sales Builder Landing Page With Call Me Now Box .......................................................103
Buttons: Can You See Your Button From Across the Room? .......................................................................104
    Sample 2.42: MarketingExperiments Tested Red Button Art ..............................................................104
    Interactive submission boxes ...............................................................................................................104
    Sample 2.43: Insurance.com Landing Page With Submission Box ......................................................105
    Sample 2.44: Autobytel.com Landing Page With Progress Bar ............................................................105
    Entire page as an involvement device ..................................................................................................106
    Sample 2.45: Classmates.com Interactive Homepage ........................................................................107
    Sample 2.46: The South Beach Diet.com Interactive Homepage.........................................................107
    Sample 2.47: HouseValues.com Interactive Homepage ......................................................................108
    Sample 2.48: Matchmaker.com Interactive Homepage .......................................................................108
    Sample 2.49: Profnet.org Interactive Landing Page .............................................................................109
    Sample 2.50: iunctura Interactive Landing Page ..................................................................................109
    Sample 2.51: Frederick’s of Hollywood Interactive Landing Page ........................................................ 110
    Sample 2.52: Frederick’s of Hollywood Interactive Landing Page, Step Two ....................................... 111
Registration Forms That Get Higher Conversions: Design Tips .................................................................. 111
    Step #1. Number and types of questions ............................................................................................. 112
    Sample 2.53: Source Technologies’ Request Info Form, Before & After .............................................. 113
    Step #2. Use proven best practices in form design ............................................................................. 114
    Sample 2.54: Single Column and Multiple Column Request Forms .................................................... 115
    Step #3. Put some thought behind your submission button ................................................................ 116
    Tips on collecting email addresses ...................................................................................................... 116
    Table 2.55: Typo Rate of People Completing Registration Forms ......................................................... 117
    Sample 2.56: PhoneHog Email Control Pop-Up ................................................................................... 117
    Tips on collecting telephone numbers ................................................................................................. 117
    Sample 2.57: Tucson Real Estate Landing Page ................................................................................... 119
    Tips on Globalizing Registration Forms ................................................................................................ 119
    Sample 2.58: Infoblox’s Registration Form ...........................................................................................120
Double Your Qualified Leads: 4 Steps to a New Registration System ........................................................120
Copywriting Tips for Landing Pages ............................................................................................................124
    Chart 2.59: Email Marketers Rate Testing Effectiveness ......................................................................124
    Sample 2.60: JumpBox’s Original Landing Page ..................................................................................125
    Sample 2.61: JumpBox’s Winning Landing Page .................................................................................125
    Sample 2.62: Eyetracking Heat Map ....................................................................................................127
    Chart 2.63: Analysis of Gobbledygook in Press Releases ....................................................................128
    Sample 2.64: Palo Alto Software Landing Page Prose .........................................................................130
Writing for Different Interest Levels ...........................................................................................................130
    Layer 1: The headline............................................................................................................................130
    Layer 2: Summary ................................................................................................................................131
    Layer 3: Major points............................................................................................................................131
    Layer 4: Detailed copy ..........................................................................................................................131
    Long copy vs. short copy .....................................................................................................................132
    Sample 2.65: Long-Copy Opt-In Form ..................................................................................................133
    Sample 2.66: Email Campaign .............................................................................................................134
    Sample 2.67: Skype’s Control Page (Test Loser) ..................................................................................135
    Sample 2.68: Skype’s Micro-Short Copy Page (Test Winner) ..............................................................136
Writing to Multiple Segments ....................................................................................................................136
    Sample 2.69: Leo Schachter Homepage Targeting 7 Personas ............................................................137
Copywriting URLs or Domain Names for Landing Pages ...........................................................................137


                                                                                  --
                 Excerpted from Landing Page Handbook. For a complete version go to www.SherpaStore.com
                      © Copyright 2002-2007 MarketingSherpa, Inc. 499 Main Street, Warren, RI, 02885 • 877-895-1717
                                                                                            MarketingSherpa Landing Page Handbook-Second Edition



    Personalized Landing Pages (PURLs) ...................................................................................................138
    Dealing With Delayed Conversions ......................................................................................................138
Error Handling for Landing Pages ...............................................................................................................141
Pop-Ups That Chase People Who Leave the Page ......................................................................................142
    Sample 2.70: VistaPrint discount pop-up..............................................................................................143
After they convert – tips for Thank You pages .............................................................................................143
    Sample 2.71: Anritsu Thank You Landing Page ....................................................................................144
    Sample 2.72: MarketingSherpa’s Thank You Landing Page...................................................................145
    Sample 2.73: WebWord.com Newsletter Thank You Page....................................................................146
    Warning: Multiple Offers Can Be Dangerous .......................................................................................146
Chapter : Advanced Landing Pages: Search, Email, Blogs & More ................................................... 
Paid Search Engine Marketing Campaign Landing Pages ...........................................................................147
    Sample 3.1: Kayak SEM Marketing Campaign Landing Page...............................................................148
    Sample 3.2: Musician’s Friend Landing Page Matches Keyword .........................................................149
Additional SEM PPC Tactics to Test ............................................................................................................149
    Why You Should Track Delayed Search Campaign Impact: Your Landing Pages May Be Better
    Than You Think ......................................................................................................................................150
    Sample 3.3: Car Toys SEM Landing Page .............................................................................................152
    Chart 3.4: Consumers Prefer Sites With Customer Reviews ..............................................................153
    Sample 3.5: PETCO SEM Landing Page With Reviews .......................................................................154
    Macy’s Tests Revamping Search Landing Pages ..................................................................................155
    Sample 3.6: Macy’s SEM Landing Page for Calvin Klein Shoes ...........................................................156
    Warning: Search engine spider traffic is not always a good thing ........................................................157
Landing Pages for Organic Search Campaigns ...........................................................................................158
    Chart 3.7: Organic Search Traffic to MarketingSherpa.com 2007 .........................................................158
    Type #1. Our mothers (and probably yours, too)...................................................................................158
    Type #2. Landing page visitors who want to know more about you ....................................................159
Three Ways to Turn Deep Pages Into Landing Pages ..................................................................................159
    Sample 3.8: Mysis EMR SEO Microsite Options Page ........................................................................160
    Sample 3.9: AbeBooks Landing Page With Opt-in Offers ....................................................................160
    Sample 3.10: Claire Burke SEM Landing Page With Request Form .....................................................161
    Sample 3.11: CBS Deep Click Landing Pages ......................................................................................162
    Inspirational Story: Print Subscription Marketer Tests Organic Landing Page Revamp ........................163
    Sample 3.12: BLR SEO Landing Page Styles, Old & New ..................................................................165
Optimizing for Search Engine News-Driven Traffic......................................................................................166
    Sample 3.13: Symmetricom Press Release and Matching Landing Page ............................................167
Press Release .............................................................................................................................................167
Landing Page ..............................................................................................................................................167
Email Campaign Landing Pages ................................................................................................................168
    Sample 3.14: Zacks Postcard-Style Email Campaign Landing Page .....................................................169
Email .......................................................................................................................................................169
Landing Page ..............................................................................................................................................169
Change Your Homepage to Match Major Broadcast Offers to Your House File ..........................................170
    Sample 3.15: Kiyonna “Denim” Email Broadcast & Matching Homepage...........................................170
    Sample 3.16: Kiyonna “Denim” Email Broadcast Landing Page .........................................................171
Deeplinking vs. Special Email Landing Pages ............................................................................................171
    Sample 3.17: MarketingSherpa Product Pages, 2 Versions ..................................................................172
How to Get “Better Visits” from Email Newsletter Subscribers ................................................................173
    Sample 3.18: SmartBrief Newsletter Page With Hotlinks ....................................................................173
    Sample 3.19: Olympus Email Newsletter Landing Page with Question Form ..................................... 174
    Sample 3.20: ServiceWare Outside Email List Landing Page .............................................................. 176
    Chart 3.21: Typical Email Broadcast Campaign Lifetime.......................................................................177
    Sample 3.22: Tektronix Interactive Landing Page Replacement ...........................................................178
    Warning: Your Email Landing Pages May Be Blocked by Filters ...........................................................179
    Sample 3.23: MarketingSherpa Email Landing Page Blocked Message ..............................................179
    Coping With Web Filters ......................................................................................................................180
Landing Pages to Generate More Email Opt-Ins ........................................................................................181
    Sample 3.24: Questia Control Email Opt-in Landing Page ...................................................................182

                                                                                    --
                Excerpted from Landing Page Handbook. For a complete version go to www.SherpaStore.com
                     © Copyright 2002-2007 MarketingSherpa, Inc. 499 Main Street, Warren, RI, 02885 • 877-895-1717
                                                                                        MarketingSherpa Landing Page Handbook-Second Edition



    Sample 3.25: Questia Winning Email Opt-in Landing Page ..................................................................182
Business-to-Business Offer Landing Pages ................................................................................................183
    Chart 3.26: Should Separate Checkbox Be Included to Sign up for Newsletters? ...............................184
    Sample 3.27: SEM Campaign Landing Page for the Term “Ethernet” ................................................186
    Sample 3.28: IBM Chinese Email Landing Page ..................................................................................187
    Chart 3.29: Translated vs. Non-Translated Emails .................................................................................188
Webinar Landing Pages: Inspirational Case Study .....................................................................................189
    Sample 3.30: Webinar Registration Landing Pages, Old & New ..........................................................189
    Old Webinar Registration Landing Page ...............................................................................................189
White Paper Landing Pages: Inspirational Case Study ...............................................................................193
    Sample 3.31: Long Copy White Paper Landing Page ...........................................................................193
    Set the White Paper Free .....................................................................................................................194
    Sample 3.32: Third Party MarketingSherpa PDF Download White Paper Email ..................................195
Blogs, Podcasts, and Video.........................................................................................................................196
    Improving Blog Conversions ...............................................................................................................196
    Sample 3.33: Email Subscription Sign-up Form for Blog ......................................................................197
    Sample 3.34: Plagiarism Today Blog With Hotlink ................................................................................199
    Sample 3.35: List of Free Applications to Attach to Blog .................................................................... 200
Podcast Landing Pages .............................................................................................................................. 202
    Sample 3.36: Podcast Download Landing Page .................................................................................. 202
    Chart 3.37: Fewer than Half of Download Pages Inform Listeners of Podcast Length ....................... 203
Direct Response Television Landing Pages ................................................................................................ 204
    Sample 3.38: Netflix Direct Response TV Landing Page ..................................................................... 204
    Sample 3.39: Finishing Touch Direct Response TV Landing Page ...................................................... 205
    Radio Campaign Landing Pages .......................................................................................................... 206
    1. Pre-landing page entryway .............................................................................................................. 206
    2. Customizing landing page per radio station .................................................................................... 206
    3. Allowing non-coded orders to get through ...................................................................................... 207
    4. Adding a radio button to the homepage .......................................................................................... 207
    5. Test duration .................................................................................................................................... 207
    6. Rest and retry ................................................................................................................................. 208
     .
    7 Live reads vs. canned ads ................................................................................................................ 208
    Bonus radio copywriting tip ................................................................................................................. 208
Web Ads ................................................................................................................................................... 209
    Sample 3.40: Nivea for Men Banner Ad With Matching Landing Page ...............................................210
Mobile Marketing Landing Pages ...............................................................................................................211
    Sample 3.41: Secrets of Success Traditional, Mobile User Homepages ..............................................212
    Sample 3.42: Integrating Mobile & Email.............................................................................................213
Chapter : How to Test Landing Pages & Improve Results .................................................................. 
Real-Life Data on Testing Landing Pages ....................................................................................................215
    Chart 4.1: Landing Page Testers & Non-Testers: Conversion Improvement in a Year ...........................216
    Chart 4.2: Which Tests Were Tried Last Year Among Testing Marketers ...............................................217
    Chart 4.3: % of Marketers Who Think Landing Page Testing Is Worthwhile ........................................218
    Table 4.4: Example 1—Airline tickets offer via email campaign to segmented house list ....................219
    Table 4.5: Example 2—B-to-B sales lead generation campaign .......................................................... 220
    Table 4.6: Example 3—Online publisher.............................................................................................. 220
    Table 4.7: Example 4—Ecommerce site prospecting new customers via SEM ................................ 221
Before You Start: Top 9 Rules of Conducting a Landing Page Test ............................................................. 221
    Chart 4.8: Landing Page Test Daily Conversion Rate ........................................................................... 222
    Chart 4.9: Concentrated Online Ad Exposures Enhance the Impact on Purchase Intent ................... 224
    Chart 4.10: Frequency of Landing Page Tests..................................................................................... 226
When Is the Best Time for Landing Page Tests?........................................................................................ 228
Landing Page Test Calculator: Excel Spreadsheet Included With This Handbook ..................................... 229
    Sample 4.11: Excel Spreadsheet of Landing Page Test Calculator ...................................................... 229
What Should You Test Specifically? ............................................................................................................ 230
    Sample 4.12: 21st Century Insurance Test Using Multivariate Technology, Winner & Loser .............. 231
    Sample 4.13: Shutterfly Test Using Optimost Multivariate Technology, Winner & Loser .................... 232
Testing Costs, Services, and Technologies ................................................................................................ 234


                                                                                --
             Excerpted from Landing Page Handbook. For a complete version go to www.SherpaStore.com
                  © Copyright 2002-2007 MarketingSherpa, Inc. 499 Main Street, Warren, RI, 02885 • 877-895-1717
                                                                                         MarketingSherpa Landing Page Handbook-Second Edition



    Chart 4.14: Analytics Tests & Tech Planned by Heavy Online Advertisers: 2007 ............................... 234
    Table 4.15: Landing Page Testing Types Compared Briefly .................................................................. 235
A/B Split Testing ......................................................................................................................................... 236
Multivariable (a.k.a. Multivariate) Testing ................................................................................................... 237
Eyetracking (a.k.a. Visual Effectiveness) Testing ........................................................................................ 239
Usability Testing ........................................................................................................................................ 240
Online Surveying Tools............................................................................................................................... 242
    Survey: Why didn’t you buy? ............................................................................................................... 242
Production & Landing Pages...................................................................................................................... 244
    Table 4.16: Obstacles to Optimizing Landing Pages ........................................................................... 244
    Planning .............................................................................................................................................. 245
    Involving the technical team ............................................................................................................... 245
    Chart 4.17: Frustrations of In-House Marketers Around Analysis of Landing Pages .......................... 246
Working With Outside Companies ............................................................................................................ 246
    Chart 4.18: Frustrations of Agencies in Providing Better Analytics to Clients .................................... 247
    Get the Ball Rolling .............................................................................................................................. 248
Budgeting .................................................................................................................................................. 248
    Simple design and implementation ..................................................................................................... 248
    Landing page strategy, implementation, and testing ......................................................................... 248
    Repurposing existing content ............................................................................................................ 249
    Example: How to hold a landing page contest to test new “outside the box” ideas ......................... 249
    Sample 4.19: Creative Samples From 10 Landing Page Tests ............................................................. 253
Chapter : Useful Resources .................................................................................................................. 
    How to Conduct a “Skunk Works” Landing Page Project ................................................................... 265
    Sample 5.1: MarketingSherpa Registration Landing Page .................................................................. 268
    Managing a Skunk Works Project ........................................................................................................ 271




                                                                                 --
             Excerpted from Landing Page Handbook. For a complete version go to www.SherpaStore.com
                  © Copyright 2002-2007 MarketingSherpa, Inc. 499 Main Street, Warren, RI, 02885 • 877-895-1717
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MarketingExperiments	is	a	research	laboratory	
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                                                       	 •		 ow	to	improve	the	Email	capture	rate	
marketing	through	real-time	online	testing.	Their	         on your Web site
Professional	Certification	program	includes	               H
                                                       	 •		 ow	to	use	incentives	to	improve	
courses	that	reveal	patented	research	formulas	            conversion to Email capture
and	teach	scientifically	proven	techniques	for	            H
                                                       	 •		 ow	to	write	effective	subject	lines	
improving	conversion,	driving	traffic,	and	selling	        B
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                            the Expert Email           Certification,	which	includes	a	framed	certificate	
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You’ll	start	Monday	with	three	General	Sessions	       This	year,	based	on	feedback	from	last	year’s	
and end Tuesday with two.                              Summit,	you	get	to	choose	from	three	tracks	of	
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#1. Research keynote -                                 assume	that	you	would	rather	learn	from	a	Case	
Stefan	Tornquist,	MarketingSherpa                      Study or a panel discussion that directly
#2. Office politics & Email policy -                   relates	to	your	type	of	business.		
Joe	Slepski,	Reed	Business	Information;	                 Track #1 - B-to-B:	The	topics	for	this	track	
Jennifer	Rash,	Sage	Software;	Nicole	Fowler,	            include a research update, response rate
Playground/Intrawest	Group                               testing,	the	Un-newsletter,	high	performance	
#3. Relevancy case studies:                              newsletters, nurturing the lead, segmentation
sending Email that inspires action -                     strategies, inventing must-read newsletter
Annette	Promes,	Expedia;	Sarah	Nelson,	500	lb	           content,		global	B-to-B	campaign	strategies	of	
Solutions;	Uwe	Michael	Sinn,	Rabbit	emarketing,	         a	Chinese	weekly	in	China,		refer	a	friend	pro-
Kimberley Talbot, Adobe                                  grams, Email survey strategy, and Emails to
                                                         increase attendance.
#4. ideas into action:
What i learned at Email summit ’07 -                     Track #2 - advanced B-to-c:	The	topics	for	this	
Karen Imbroglio, Insurance.com                           track	include	Email	and	landing	page	testing	
                                                         and	optimization,	testing	format	and	content	to	
#5. sherpa Email award Winners -
                                                         boost response rates, advanced testing with
Presented	by	ExactTarget	and	Flint	McGlaughlin,	
                                                         targeting	and	creative,	triggered	campaigns	for	
MECLABS	Group.
                                                         targeted	messaging,	newsletters	before	and	
                                                         after,	advanced	testing	Case	Studies,	and	viral	
EXpO                                                     campaigns	for	customer	acquisition.
You’ll	have	plenty	of	time	to	visit	the	booths	          Track #3 – Operational:	The	topics	for	this	
on the show floor, which will be set up by top           track	include	managing	the	vendor	selection	
vendors.	This	is	not	only	a	good	way	for	you	to	         process,	proven	procedure	for	changing	
get direct answers about products that could             vendors, managing and integrating multiple
help	you,	but	it’s	another	way	to	network.	              vendors,	strategies	for	mobile	Email	rendering,	
                                                         dynamic	content	for	increased	loyalty	and	
ONE-ON-ONE                                               lower	costs,	information	security	procedures	
                                                         and privacy protection, and strategy and
cONsulTaTiON                                             procedures	for	global	Email	operations.
Take	advantage	of	private	consultation	clinics	
where you’ll get one-on-one consultations on
Email	marketing.	Make	an	appointment	at	the	
Summit and have an expert evaluate your
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maRkETiNgshERpa 3Rd aNNual
Email maRkETiNg aWaRds
Rewarding What Works                                  categories
Every year at the Email Summit we recognize         Currently there are nine entry categories. We
Email campaigns that have outstanding               reserve the right to expand that number. And
measurable results.                                 don’t worry about whether your campaign fits
                                                    into	a	specific	category.	If	it	was	successful,	the	
Meet	this	year’s	winners	of	the	third	annual	Email	 judges	will	find	a	category	for	it.
Marketing	Awards	at	the	final	general	session	
of	the	Email	Summit,	where	they’ll	get	the	full	    Each category has B-to-B and B-to-C winners.
recognition	that	they	so	justly	deserve.            The categories include:
                                                        B
                                                    	 •		 est	Email	Opt-in	Campaign
call for Entry
                                                        B
                                                    	 •		 est	Email	Newsletter	for	Marketing	Purposes
Do	you	have	an	Email	campaign	that	worked	
really	well?	When	you	win	an	Email	Marketing	           B
                                                    	 •		 est	Promotional	Blast	--	Direct	Sale	or	Lead	
Award, it means that your Email campaign was            Gen	Offer
the	most	effective	2007	campaign	within	its	            B
                                                    	 •		 est	Single	Welcome	Letter	(to	New	
category in North America.                              Subscribers)
                                                        B
                                                    	 •		 est	Automated	Series	(Auto	Responder)
If	you	conducted	a	measurable	Email	campaign,	
submit an entry. And this year you won’t have           B
                                                    	 •		 est	Triggered	Personalized	Email
to	pay	an	entry	fee	(courtesy	of	our	sponsor	           B
                                                    	 •		 est	Postcard-Style	Campaign
ExactTarget).                                           B
                                                    	 •		 est	(or	most	dramatic)	test	you	learned	from
To enter, go to:                                        B
                                                    	 •		 est	Non-Email	Opt-in	Messaging
http://EmailAwards08.MarketingSherpa.com              Winners
Fill	out	the	form	and	attach	your	creative.           As a winner you’ll receive an engraved glass
The entry deadline is Friday, January 11, 2008.       “Summit”	award	along	with	a	hotlinked	profile	
                                                      featuring	your	campaign	in	MarketingSherpa.
                                                      com,	which	is	read	by	more	than	237  ,000	weekly	
                                                      subscribers.




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    cONFiRmEd spEakERs:
    kEN BOTT, Director, Global Consumer              DeHaven	plays	a	central	role	in	driving	the	
    Marketing, InterContinental Hotels Group         growth	of	CareerBuilder’s	B2B	ecommerce	
    IHG	owns,	manages,	leases	or	franchises,	        sales. He manages CareerBuilder’s B2B
    through various subsidiaries, over 3,700         marketing	Web	site,	natural	and	paid	search	
    hotels	and	more	than	558,000	guest	rooms	        initiatives, online banner campaign and B2B
    in nearly 100 countries and territories around   Email	marketing	efforts.
    the	world.	Bott	is	responsible	for	all	multi-
                                                     michElE dOW, Associate Marketing
    brand global promotions, loyalty program         Consultant, Eli Lilly & Company
    advertising,	affinity/sponsorship	marketing	
                                                     Eli Lilly and Company is a leading,
    programs	and	the	direction	of	IHG’s	
                                                     innovation-driven corporation committed to
    consumer segmentation strategy.
                                                     developing pharmaceutical products that
    dON BROWNE, Marketing Director –                 help people live longer, healthier and more
    USA Operations, Tarsus Group                     active	lives.	Dow	has	extensive	experience	
    Tarsus	Group	is	an	international	business-to-    in promotional planning and implementation.
    business media group with interests in           Dow	designed	and	implemented	the	Email	
    exhibitions,	conferences,	publishing	and	        channel	capability	for	the	US	Affiliate	of	Eli	
    online	media.	Browne	focuses	his	efforts	on	     Lilly and Company.
    creating	fresh	new	campaigns	for	products	
                                                     ROBERT FRady, VP - Direct Marketing,
    like	Packaging	Summit,	Off-Price	Specialist	     Live Nation
    Show, tsnn.com (Trade Show News
                                                     Live	Nation	is	the	world’s	largest	promoter	of	
    Network)	and	the	American	Academy	for	
                                                     live concerts in the world, the second-largest
    Anti-Aging Medicine. His outreach
                                                     entertainment venue management company
    programs target specific segments
                                                     and has a rapidly growing online presence.
    with segment-specific messaging.
                                                     Frady	and	his	team	are	responsible	for	over	
    JEFF cRam, Managing Director and                 10,000	distinct	Email	campaigns	for	2007  ,	
    Co-Founder, ISITE Design                         targeted based upon the expressed interest
    ISITE	Design	is	a	leading	full-service	          of	more	than	16	million	consumers.
    interactive	agency	located	in	Portland,	
                                                     aRENd hENdERsON, VP, Analytics,
    Oregon, and Cambridge, Massachusetts.            Q Interactive
    Cram	has	consulted	for	companies	including	
                                                     Q	Interactive	is	an	online	marketing	services	
    Siemens,	Xerox,	Nike,	Nintendo	and	
                                                     provider	for	advertisers	and	publishers.	As	
    WebTrends.	He	is	a	frequent	speaker	at	
                                                     leader	of	Q	Interactive’s	Analytics	team,	
    national	conferences	on	topics	including	Web	
                                                     Henderson	oversees	the	company’s	suite	of	
    analytics,	online	marketing	and	web	strategy.
                                                     high-performance	inventory	management	
    maRc cONsTaNTiNEau, Manager,                     and analytical services, including its
    eCRM, Air Canada                                 targeting, contact management and
    Air	Canada	is	Canada’s	largest	full-service	     optimization	systems	and	infrastructure	for	
    airline	and	the	largest	provider	of	scheduled	   Email.
    passenger	services	in	the	Canadian	market.	      RaNdall huFF, Senior Marketing
    Constantineau	has	worked	at	Air	Canada	for	      Manager, Intuit - Small Business Group
    the	past	13	years	in	Call	Centers,	Marketing,	
                                                     Intuit	Inc.	is	a	leading	provider	of	business	
    IT and eCommerce. He manages Email and
                                                     and	financial	management	solutions	for	
    online	communications	and	leads	the	Data	
                                                     small	and	mid-sized	businesses;	financial	
    warehouse integration.
                                                     institutions;	consumers	and	accounting	
    michaEl dEhavEN, eCommerce                       professionals.	Huff	currently	works	with	the	
    Marketing Manager, CareerBuilder.com             QuickBooks	and	Quicken	marketing	team,	
    CareerBuilder.com is the nation’s largest        and	he	and	his	team	are	responsible	for	all	
    online	job	site	with	more	than	21	million	       of	the	direct	mail	and	Email	sends	for	these	
    unique	visitors	and	over	1.5	million	jobs.	      products.

6                  Register NOW!
             Call 1-877-895-1717 or Click Here!
continued

kaREN imBROgNO, Customer Commu-                     dR. FliNT mcglaughliN, Director,
nications Manager, Insurance.com                    MECLABS Group

Insurance.com is an independent,                    The	MECLABS	Group	owns	
unbiased insurance agency located outside           MarketingExperiments,	a	research	laboratory	
of	Cleveland,	Ohio.	It	brings	top	insurance	        that conducts real-time online tests with
companies together in one place where               research partners resulting in significant
consumers can compare multiple rates                conversion	gains	for	their	marketing	efforts.	
and	buy	the	policy	that’s	right	for	them.	          McGlaughlin	has	advised	or	conducted	
With	over	15	years	of	insurance	industry	           research	for	more	than	1,500	companies,	
experience, Imbrogno oversees all non-              including	TheStreet.com,	AT&T,	the	Federal	
verbal communication to the Insurance.com           Reserve,	Pitney	Bowes	and	Merrill	Lynch.	
cutomer base.                                       He	also	serves	as	the	Director	of	Enterprise	
                                                    Research	at	the	Transforming	Business	
JEFF kOsiOREk, senior manager of                    Institute,	University	of	Cambridge,	UK.
corporate communications, TAC
TAC,	a	company	of	Schneider	Electric,	is	           aNJiE mOiN, Online Services Manager,
                                                    Bluegreen Corporation
a	leading	provider	of	building	automation	
solutions based on Open Integrated Systems          Bluegreen	Corporation	(NYSE:BXG)	is	a	
for	Building	IT.	Kosiorek	is	responsible	           leading	provider	of	Colorful	Places	to	Live	
for	developing	and	implementing	global	             and	Play®	through	two	principal	operating	
communications strategies aimed at                  divisions,	one	of	which	is	Bluegreen	Resorts.	
increasing	efficiencies	within	the	company’s	       As Online Services Manager at Bluegree
marketing	operations.	He	also	oversees	the	         Resorts, Moin manages web and Email
organization’s	enterprise	email	marketing	          campaigns	to	gain	the	most	ROI	from	every	
system	currently	in	use	by	54	countries.            digital	piece	of	communication	sent	to	owners	
                                                    and prospects.
daNiEl kupERmaN, Director of
Marketing, Quadrant Software                        vicki mORRis, VP, Marketing,
                                                    NorthStar Systems International
Quadrant	Software	provides	document	
management,	imaging,	workflow,	electronic	          NorthStar’s enterprise-class solutions
forms	and	fax	solutions	that	transform	             enable	firms	of	all	sizes	and	their	advisors	to	
companies into a paperless environment.             dramatically improve productivity, accelerate
Kuperman	is	responsible	for	the	planning,	          revenue growth, and drive profitability.
execution	and	evaluation	of	online	and	off-         NorthStar’s	offers	an	innovative	suite	of	
line	campaigns	ranging	from	trade	shows,	           pre-packaged	wealth	management	solutions	
print/online	advertising,	Web	site	design/          Morris has helped establish the company as
SEO	and	Email	marketing,	among	others.              a leader in the wealth management industry.
                                                    Prior	to	NorthStar,	Vicki	was	the	Vice	President	
daNNy lEviNsON, CEO, XZList.com                     of	Marketing	at	Saba	Software.
XZList is China’s largest Email list manage-
                                                    cORi mOzilO, Interactive Marketing
ment,	Email	publishing	and	Email	marketing	         Manager, Cold Stone Creamery,
platform	for	loyalty	marketing	companies	and	
                                                    Cold	Stone	Creamery	is	a	part	of	Kahala•Cold	
digital publishers. Levinson has been living in
                                                    Stone,	which	owns	and	franchises	14	
China	for	over	10	years,	working	in	the	Email	
                                                    diversified restaurant and service brands
and	digital	marketing,	publishing	and	
                                                    resulting in more than 4,600 locations
advertising fields. He is currently a
                                                    worldwide.	Responsible	for	online	marketing	
Representative	for	Spamhaus	in	China.
                                                    strategy and partnerships, Mozilo also
                                                    oversees	the	execution	of	the	Cold	Stone	
                                                    Creamery	Email	marketing	program,	which	
                                                    has grown to 1.6 million subscribers with
                                                    continued growth daily.



                                                      Register NOW!                                    7
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    continued
    saRah NElsON, Senior Strategist,                   ROsaNNa picillO, Senior Direct
    500lb Marketing Solutions                          Marketing Manager, Global, National
    500lb	Marketing	Solutions	is	a	full	service	       Instruments Corporation
    interactive	marketing	agency.	Nelson	              National	Instruments	is	transforming	the	
    manages strategic consulting services and          way engineers and scientists design,
    product development. With expertise in             prototype	and	deploy	systems	for	
    online content strategy, web design and            measurement, automation and embedded
    usability, systems development, and good           applications.	Picillo	has	held	multiple	
    ole’ MarCom under her proverbial belt,             marketing	management	roles	including	the	
    Nelson	believes	that	the	best	marketing	           management	of	the	Asia-Pacific	Marketing	
    strategies	are	founded	on	having	a	dialogue	       Communications team and then the NI
    with customers, not a monologue.                   Japan	Marketing	Communications	team.	
                                                       Since 2006, Rosanna has managed a team
    sam pEdERsON, Online Marketing and                 in	dedicated	to	email	marketing	globalization	
    eMarketing Specialist, Sun Microsystems
                                                       efforts	worldwide.
    Sun	Microsystems	Inc.,	provides	network	
    computing	infrastructure	solutions	that	           aNNETTE pROmEs, Director, Email
    include	computer	systems,	software,	               Marketing, Expedia
    storage,	and	services.	Pederson	focuses	           Expedia	Inc.	is	one	of	the	world’s	leading	
    on globalizing corporate programs and              online	travel	companies.	Promes	has	worked	
    initiatives	for	Sun	Microsystems.	Before	          in	direct	marketing	for	more	than	12	years	
    joining	Sun,	Pederson	worked	in	television	        with	major	companies	like	Microsoft	and	
    and	online	journalism	and	later	as	a	              AT&T/Cingular	Wireless.	Promes	works	
    marketing	communications	consultant	in	the	        with Email, direct mail, text messaging and
    technology industry.                               telemarketing.	She	specializes	in	data-driven	
                                                       customer	base	and	lifecycle	marketing,	and	
    ROBiN aNNa pERNicE, VP,                            behavioral targeting and testing.
    Product Segment Marketing, JPMorgan
    Chase & Co.                                        JENNiFER Rash, Sr. Email Marketing
    JPMorgan	Chase	&	Co.	(NYSE:	JPM)	is	a	             Specialist, Sage Software
    leading global financial services firm with        Sage	Software	provides	software	for	
    assets	of	$1.5	trillion	and	operations	in	         accounting, customer relationship
    more	than	50	countries.	Pernice	creates	           management, human resources, merchant
    and	manages	numerous	B2B	marketing	                services,	and	time	tracking.	After	
    campaigns including eNewsletters, online           consolidating the Email program into a single
    marketing	and	direct	mail	campaigns,	              system,	Rash	now	works	to	improve	Email	
    executive seminars, events and other               processes	with	a	large	variety	of	business	
    innovative	marketing	campaigns	that	utilize	       units as well as business partner, customer
    cutting-edge	marketing	tactics.                    and lead generation Emails via innovations,
                                                       streamlining communications and analysis.
    cRaig pETz, VP, Marketing, Petz
    Enterprises                                        ERiN shEEhaN, Enterprise Marketing
    Petz	Enterprises,	Inc.	is	a	leading	provider	of	   Program Manager, Parametric Technology
    tax preparation and filing solutions, such as      Corporation
    TaxBrain,	V-Tax,	QuickAccess	and	CrossLink,	       PTC	(Nasdaq:	PMTC)	provides	leading	
    for	the	professional	and	consumer	markets,	        product	lifecycle	management	(PLM),	
    helping	to	automate	and	simplify	federal,	         content management and dynamic
    state and local tax compliance. Compet-            publishing	solutions	to	more	than	50,000	
    ing	with	industry	heavyweights,	Petz	has	          organizations worldwide. Sheehan manages
    championed	the	application	of	new	media	           a	global	marketing	program	targeting	
    channels	to	build	TaxBrain	into	a	formidable	      the	industrial	manufacturing	sector,	the	
    challenger in this fierce and rapidly growing      company’s	primary	market.	Additionally,	she	
    market.                                            is	responsible	for	channel	marketing	strategy	
                                                       for	PTC’s	strategic	industries.

8                  Register NOW!
              Call 1-877-895-1717 or Click Here!
continued
uWE-michaEl siNN,                                  michON vaN dOORN,
Managing Director, Rabbit eMarketing               CRM Manager, Unilever Belgium
Rabbit	eMarketing	is	a	publishing	firm	            Unilever	is	one	of	the	world’s	leading	
specializing in delivering business related        suppliers	of	fast	moving	consumer	goods	
information	to	mid-size	and	very	large	            with strong local roots in more than 100
enterprises	in	Germany	and	Central	                countries across the globe. As CRM
Europe.	Sinn	is	one	of	the	pioneers	in	Email	      Manager,	van	Doorn	provides	strategic	
marketing	in	Germany.	Sinn	is	an	expert	           thinking	and	advice	to	the	direct	marketing,	
in executing highly individualized Email           database	marketing,	relationship	marketing	
campaigns both on a national and on an             and	interactive	marketing	for	the	Unilever	
international level.                               brands in Belgium.
kimBERlEy TalBOT, Senior Group                     davE WiENEkE, Manager for Interactive
Manager, WW Relationship Marketing,                Marketing, Thomson-Reuters CompuMark
Adobe                                              Thomson-Reuters	CompuMark	is	the	
Adobe revolutionizes how the world engages         global leader in researching and protecting
with	ideas	and	information	-	anytime,	             brands	in	over	200	countries.		Wieneke	
anywhere, and through any medium. Talbot           manages	interactive	marketing	for	a	division	
she	manages	global	relationship	marketing	         of	Thomson-Reuters.	Prior	to	Thomson,	
for	Adobe®	Creative	Suite®	and	Adobe®	             he	headed	online	strategy	for	a	national	
Photoshop®,	integrating	Email	and	direct	          newspaper,	published	a	chain	of	technology	
mail with search, in-product messaging, and        magazines and managed statewide
the	web.	Prior	to	Adobe,	Talbot	spent	16	          e-government	initiatives	for	
years	working	with	leading	direct	marketing	       Massachusetts and New Jersey.
agencies.
                                                   sTEphEN WEllmaN, Editorial Director
sTEFaN TORNquisT, Research                         of Email Newsletters, CMP Technology
Director, MarketingSherpa                          CMP	is	a	media	and	marketing	solutions	
MarketingSherpa	is	a	research	firm	                company serving the technology industry.
publishing	Benchmark	Guides,	Buyer’s	              CMP	publishes	highly	respected	media	
Guides,	and	How	to	Reports	plus	a	600+	            brands,	such	as	TechWeb,	InformationWeek,	
marketing	Case	Study	Library.	Tornquist	           ChannelWeb, CRN, EE Times and
conducts primary research studies as well as       TechOnline.	Wellman	has	been	tasked	with	
gathering	and	evaluating	marketing	statistics	     creating	Email	newsletters	and	other	forms	
data	from	thousands	of	sources.	He	uses	           of	online	content	that	address	the	needs	of	
this	data	to	create	MarketingSherpa’s	annual	      the	mobility	marketplace.
Benchmark	Guides,	and	other	reports.
                                                   TaRa zaNEcki, Director, Online Sales
sal TRipi, Director of Operations,                 Channel, Workshare Inc.
Publishers Clearing House                          Workshare	Inc.	is	an	information	security	
Publishers	Clearing	House	(PCH),	is	the	           company that delivers Secure Content
United	States’	largest	and	best-known	             Compliance	solutions	ensuring	safe	
sweepstakes	company.	Tripi	has	had	                information	exchange	without	business	
many	successes	in	a	variety	of	operational	        disruption.	Zanecki	launched	Workshare’s	
areas including compliance, privacy, order         commerce	store	two	and	a	half	years	ago	
processing,	and	merchandise	fulfillment.	Tripi	    and has grown it into a flourishing sales
successfully	developed	and	implemented	            vehicle	that	will	double	sales	again	for	a	third	
compliance policies and practices that             year running.
allowed	PCH	to	expand	their	entrepreneurial	
endeavors while maintaining a reputation as
a	legitimate	email	marketer.




                                                      Register NOW!                                   9
                                                  Call 1-877-895-1717 or Click Here!
agENda
sunday, February 24, 2008
8am-7pm         Attendee	Check-In;	Receive	promotional	items	sponsored	by	Silverpop
9:00-5:00pm     General	Session	–	Email	Professional	Certification,	basecamp
5:00-7:00pm     Opening	Night	Cocktails	on	Expo	Floor	and	Attendee	Check-In	
monday, February 25, 2008
7am-8:45am        Networking	Breakfast	and	Registration
8:45-9:15am       General	Session       Research Keynote                                              Stefan	Tornquist,	MarketingSherpa
9-15-10:15am      General	Session       Office	Politics	&	Email	Policy                                Joe	Slepski,	Reed	Business	Information;	Jennifer	Rash,	Sage	Software;	
                                                                                                      Nicole	Fowler,	Playground/Intrawest	Group
10:15-10:30am     Break
10:30am-12pm      General	Session       Relevancy Case Studies: Sending Email that Inspires Action    Annette	Promes,	Expedia;	Sarah	Nelson,	500	lb	Solutions;	Uwe	Michael	
                                                                                                      Sinn,	Rabbit	emarketing;	Kimberley	Talbot,	Adobe		
12-1:30pm         Networking	Lunch
1:30-2:00pm       Breakout	Sessions     I.	B-to-B:	Research	Update                                    MarketingSherpa
                                        II.	Email	and	Landing	Page	Testing	and	Optimization           Kelly	Williams,	Dell
                                        III.	Managing	the	Vendor	Selection	Process                    Daniel	Kuperman,	Quadrant	Software
2-2:30pm          Breakout	Sessions     I.	Response	Rate	Testing:	Putting	a	Face	with	a	Name          Dave	Wieneke,	Thompson	Compumark
                                        II. Testing Format and Content to Boost Response Rates        Tara	Zanecki,	Workshare
                                        III.	A	Proven	Procedure	for	Changing	Vendors                  Bob Frady, Live Nation
2:30-2:45pm       Break
2:45-3:15pm       Breakout	Sessions     I.	The	Rapid	Rise	of	the	Un-Newsletter                        Jeff	Cram,	ISITE	Design
                                        II. Advanced Testing: Targeting and Creative                  Randall	Huff,	Intuit
                                        III.	Managing	and	Integrating	Multiple	Vendors	               Cori Mozilo, Cold Stone Creamery
3:15-3:45-pm      Breakout	Sessions     I.	Building	High-Performance	Newsletters                      Stephen	Wellman,	CMP
                                        II.	Using	Triggered	Campaigns	for	Targeted	Messaging		        Matt	Griffin,	Boston	Celtics
                                        III.	Effective	Strategies	for	Mobile	Email	Rendering          TBD
3:45-4:15pm       Breakout	Sessions     I.	Nurturing	the	Lead:	Messaging	and	Frequency	Planning       Rosanna	Picillo,	National	Instruments
                                        II.	Newsletter	Before	and	After:	Layout,	Content	and	Copy     Anjie	Moin,	BlueGreen	Corp
                                        III.	Dynamic	Content	for	Increased	Loyalty	and	Lower	Costs    Marc Constantineau, Air Canada
4:15-4:45pm       Breakout	Sessions     I.	B-to-B	Segmentation	Strategies	and	Procedures              Vicki	Morris,	Northstar
                                        II.	Advanced	Testing	Case	Studies:	Part	2                     Sudhir	Diddee,	Microsoft	(INVITED)
                                        III.	Information	Security	Procedures	and	Privacy	Protection   Michele	Dow,	Eli	Lilly
4:45-5:15pm       Breakout	Sessions     I.	Inventing	Must-Read	Content	for	B-to-B	Newsletters         Robin	Anna	Pernice,	JP	Morgan	Chase	
                                        II.	Utilizing	Viral	Campaigns	for	Customer	Acquisition        TBD
                                        III.	Strategy	and	Procedures	for	Global	Email	Operations      Jeff	Kosiorek,	TAC
6:00-9:00pm      Gala	Party             Gala	Party	–	Bongo’s	Cuban	Cafe                               Sponsored by ExactTarget
Tuesday, February 26, 2008
7:30-9:00am      Networking	Breakfast
9-9:30am         Breakout	Sessions     I.	Launching	and	Managing	Global	B-to-B	Campaigns              Samuel	Pederson,	Sun	Microsystems
                                       II.	New	Proprietary	Study:	How	Consumers	Interact	w/Email      Carmen Curran, Mintel International
                                       III.	Email	Deliverability:	The	Battle	to	the	Inbox             Arend Henderson, Q Interactive
9:45-10:30am     Breakout	Sessions     I.	Testing	&	Segmentation	Strategies	of	a	Chinese	Weekly       Danny	Levinson,	XZ	List.com
                                       II.	Deploying	Video	eMagazines	to	Enhance	Engagement           Ken	Bott,	InterContinental	Hotels	Group
                                       III.	How	a	Good	Reputation	Delivers	Huge	ROI                   Sal	Tripi,	Publishers	Clearing	House
10:30-10:45am    	Break
10:45-11:15am    Breakout	Sessions     I.	Creative	and	Viral	Components	of	Refer	a	Friend	Program     Michael	DeHaven,	CareerBuilder
                                       II.	Email	and	Complex	Partnership	Marketing	Campaigns          Jason Steele, Liberty Travel
                                       III.	Data	Enrichment	and	Synchronization	Strategies            Michon	Van	Doorn,	Unilever	(Belgium)
11:15-11:45am    Breakout	Sessions     I. Revisiting Email Survey Strategy to Optimize Results        Erin	Sheehan,	Parametric	Technology	Corporation
                                       II.	Utilizing	Mobile	Messaging	for	Heightened	Engagement       Terry	Dry,	Fanscape	
                                       III.	Affiliate	Seeding	Technologies	in	Acquisition	Marketing   Craig	Petz,	TaxBrain
11:45-12:15      Breakout	Sessions     I. Email Strategies to Increase Event Attendance               Don	Browne,	Tarsus
                                       II.	Critical	Steps	for	Addressing	Image	Blocking               TBD
                                       III. Conducting Smooth Email Testing Operations                Flint	McGlaughlin,	MECLABS	Group
12:15-1:45pm     Networking	Lunch
2-2:30pm         General	Session       Ideas into Action: What I Learned at Email Summit ‘07          Karen Imbroglio, Insurance.com
2:30-3:20pm      General	Session       Sherpa Email Award Winners                                     Presented	by	Flint	McGlaughlin,	MECLABS	Group	+	ExactTarget
3:20-4pm         Interactive	Audience	Q&A	
4:00-4:15pm      Top	5	Takeaways




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                            huRRy!
        summiT Will sEll OuT


REsERvaTiON FORm
                                                                                                               Price							#Tickets	 			Total					
         Expert	Email	Marketing																																																																																				$1,995
               1. Email Certification Course
															2.	Summit	Ticket	
															3.	New	Landing	Page	Handbook

									Email	Marketing	Summit	2008	+	Free	Basecamp	Ticket																																	$1,495
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posted:1/31/2008
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