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ad:tech-The digital marketing event
Katerina | September 20, 2012
The first seminar I attended was about the importance of subject lines in email campaigns. I am sure all you who look after your company’s email campaigns spend much time thinking of innovative subject lines, keywords that would work better for your target audience and identify whether a short or a long subject line is the appropriate.
The presentation of Adestra was based on the findings of a research in 40,000 campaigns with a minimum of 5,000 delivered emails in each and was divided in 4 industries: e-commerce, publishing, events & charities.
The speaker paralleled email campaigns with movies and subject lines with trailers. The point was that if the trailer of a movie (the subject line) is good and manage to attract people’s attention, they will go and see it (open the email!).
Does the length matter? The main point of the presentation is that the subject line should be either short or long (anything in the middle doesn’t seem to be effective). The long headlines including the majority of the benefits of the product, service or offer included in the email present high number of open rates-same as the very short subject lines that include only the main information.
In addition to that words like ‘free’ and ‘sale’ – things that most of us think will go straight to spam – according to this speaker the spam filters have become clever enough to recognize when it’s genuine mail and offers. Finally money symbols presented high response rates – so use them!
And for those who are interested in b2b services the words profit, revenue, turnover, video and money symbols present a high number of open rates, while the word exclusive seem to have much lower.
For marketers it’s these sort of seminars that really add value to Exhibition attendance – more like this please!
Of interest to all marketers was the seminar by Crimson Hexagon showing how to use social media and data in order to deliver more effective campaigns, interact with customers & maximise profits. The speaker mentioned that it’s important to identify in which messages your audience have a positive reaction but it’s more important to identify the reason!
And I also picked up some useful tips at the case study on the daily deals market with Living Social and how to build a strong customer database using Facebook. The last seminar was on the fundamental of PPC campaigns with the simple message that it’s important your keywords are relevant to a company’s target group!
But of course the best part of any event is the networking opportunities – the chance to meet & discuss with fellow marketing professionals and I will definitely keep in touch with them so they can hear more about blur Group!
Hamish – our community manager, Jacky our marketing data analyst, and Hanna & Shriya from the marketing desk will attend the event today so more news, updates & photos to come..Keep an eye on our blogs and social media updates. You can follow us on Twitter, LinkedIn, Google+ and like us on Facebook-to discover more updates.
Images from ad:tech London!
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