Email Marketing in a Web 2.0 World
Joel Book, ExactTarget.com

Website, SEM (search), Email are key.
Blog, online video, mobile, social, SMS are secondary, but important.

Attract, Engage, Serve -- your customers using websites, SEM, email.

Most websites aren't designed to engage or make users stick -- 98% of visitors click and leave. Need to design your home page to engage/make the user DO something, and direct them properly.

Must be relevant to the visitor and get them moving deeper based on their needs.

The customer is in control of their browsing -- not us.

HP's Technology at Work signup page -- to opt in for an email -- not just a vanilla sign up to get an email, but put checks into the kinds of content the user wants. (Same as he presentation yesterday, see printouts. 98% of this prez is a copy from yesterday's joint prez.)