Rok Hrastnik Interview - Part 3
In this, the last part of our interview with Rok Hrastnik, we discover rules he lives by in the world of email marketing and what we can expect from his session at the MarketingSherpa Email Summit.
What is the most important thing you’ve discovered from a previous campaign you’ve managed?
Use best practices only as recommendations, not as something written in stone. Test, test and then test again, and come up with your own set of best practices that work for your industry, your marketing strategy and your audiences. I can’t stress this simple rule enough. And as you can imagine managing online for 18 countries with 18 local teams isn’t exactly stress-free, especially when you’re trying to keep a unified look & feel throughout your communications. But eventually you come to realize that having some diversity is a good thing, as you can continuously learn and improve, sometimes based on completely out-of-the-ordinary campaigns produced in countries that like to play a little too much.
What do you hope your audience will take away from your session at the Email Summit?
Hopefully a lot. Somewhere in the corner of my mind I’m even hoping that at least some of them will come back home with actionable plans or at least ideas on how to transform their existing email marketing strategies and bring them to an entirely new level.
If you’ll be attending the Email Summit next week, here’s a shortlist of what to expect from Rok’s session:
• Understand and measure the multi-channel impact of email marketing that goes far beyond the direct email sale
• Learn how email supports complex purchase processes that cross multiple channels
• See how to upgrade your standard set of email metrics with behavioral based and multi-channel measurements
• Learn how subject-lines influence recipient behavior and how to use them for user segmentation and targeting
• See why & how to go beyond brand in your email communications
• Understand how to segment your email communications using a variety of different data sources
• Upgrade your email lead generation efforts by going beyond the low-hanging fruit (prospects ready to buy now), extending your reach also to different levels of less qualified prospects and then profitably converting them to customers on the long-term using a heavily content focused email strategy
For a recap of this interview, check out parts 1 & 2 below:
Part 1
Part 2
Posted by MindComet on Mar. 11, 2009
Comments
I agree with using best practices only as recommendations. These pratices might not be right for your audience, your products and services. <BR><BR>Each email campaign that I executed suprised me with the results. I tried to go against these practices, I got better results. Also you have to monitor your campaigns closely. When you think you figure out what works, you get suprised. You have to keep testing, monitoring and changing your pratices.
Posted by Aslihan Ayan on 03/12/2009 12:09 PM
Hey you are right Hrastnik, Always we need to test campain or landing page if we need real good conversion. At email Marketing Company ListOrbit we experienced this and we got really 24% conversion where all B2B Industry conversion rate is 10%.<BR><BR>hey we are really doing great job<BR><BR>Mathew, ListOrbit Inc….
Posted by Anonymous on 03/12/2009 09:21 AM