5 Ways to Increase Your Email Conversion Rates: Key Takeaways from the Marketo..

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5 Ways to Increase Your Email Conversion Rates: Key Takeaways from the Marketo Jumpstart Tour
by Jenna Cheng

InsideView was a proud diamond sponsor of Marketo?s JumpStart Tour this summer, which concluded last week in Silicon Valley. The tour was a huge success with great attendance, emphasizing the high level of interest revolving around Marketing Automation and learning about best practices in email marketing, lead management, social marketing and even budgeting. Guest speakers included the following:

    Jon Miller, Co-Founder and VP of Marketing, Marketo
    Michael Berger, Director, Product Marketing, Marketo
    DJ Waldow, Email Marketing Consultant, Blogger, Author
    Cristina Vetere, Marketing Operations Manager, Jive Software

Marketo announced a flurry of exciting new product features such as account based attribution for closed loop reporting, new marketing calendar, mobile friendly landing page editor, forms 2.0, search engine optimization, shorter URLs and email scripting. Marketo also highlighted valuable resources in the Bay Area such as San Francisco LinkedIn Group, San Mateo LinkedIn Group and Silicon Valley LinkedIn Group.

A particularly interesting track in the Silicon Valley event was given by DJ Waldow, author of The Rebel?s Guide to Email Marketing, who emphasized that best practices for email marketing are those that are best for your audience. Meaning, email marketers need to test and see what works best and continuously refine techniques that get the best results with your target. He also talked about how marketers can and should break the rules of email marketing and still be successful. Below are a few highlights from DJ?s presentation:

    Personable, Human Emails: A successful email campaign delivers timely, targeted and HUMAN email that is valuable to people who want it. Speak human to connect effectively with your audience.
    Compelling Subject Lines: While catchy subject lines can help, it misses the truth about email marketing: ?earn your subscriber?s trust, or else they won?t open email regardless of subject line.?
    Short vs. Long Subject Lines: As the number of subject line characters increase, so does the click-to-open rate. For subscribers who largely use small screens and mobile devices, DJ recommends mixing longer and shorter subject lines.
    Free and Capital Letters in Subject Lines: Although many spam emails have the word ?FREE? in headlines, case studies show that using the word "free" and capital letters in subject lines can be quite lucrative.
    Pop Up Opt-in Forms: Although pop up forms on websites can be annoying, they are actually quite effective. DJ suggests getting an opt-in and sending a thank you note.

A constant flow of attendees visited our booth and were excited to hear about our new InsideView for Marketing solution. We had great conversations about how to leverage Marketo tools along with InsideView and other sponsors such as LeadMD and Ziftsolutions to increase lead flow and marketing effectiveness.

The JumpStart Tour (#MKTOTOUR13) was a free, knowledge-packed tour that stopped in 12 major cities. It delivered best-practice marketing strategies enabling marketers to effectively enhance prospect and customer relationships, while accelerating their marketing results.

Check out InsideView?s Pinterest board for photos from the 2013 Marketo JumpStart Tour in Silicon Valley, Boston, Philadelphia and Santa Monica. We were happy to give away a free Jawbone Jambox as a raffle prize. Congratulations to Bradley Kofoed, Senior Director of Alliances at Certain, Inc., the lucky winner in Silicon Valley!