Learn How Successful Marketers Stay Compliant; Protect Brand and Reputation while Increasing the Effectiveness of their Commercial and Acquisition Email Marketing Programs.

A tight economy means businesses will be pushing the limits to stay competitive. Criminal activity and fraud also increase during these periods. Your risk is higher than ever- your guard should be as well.

The best marketers know that building compliance and reputation management into the very fiber of your organization not only decreases liability but increases profit. Learn the tools and the strategy some of the most successful brands are using in commercial and acquisition email to stay safe and profitable.

Is your email design giving you 100%? If you have doubts about your design, this workshop will give you tons of actionable insights and ideas across the spectrum of email design, including designing for images off, subject line and body copy optimization, using animated gifs and video, creating strong calls to action, and content strategies. Workshop attendees will also have the opportunity to have their email design critiqued by the workshop’s speakers

 Ready for your company to get into email marketing? 

 As a skilled direct marketer, it is time for an intensive lesson on the ins and outs of this new

  media

  In this half-day email marketing boot camp workshop you will:

- Lean the advantages of email marketing and the ways it is very different from direct mail

- Hear about the laws and best practices in the industry

- Develop your own email marketing goals and strategy

- Master the techniques to build your email list

- Understand email creative and how it impacts results

- Identify ways to segment your email list and test email marketing messages before they are

  Sent

  Select a deployment system and track your response

- Be ready for the challenges of list attrition and evolving technology

 The email marketing boot camp will feature the expertise of three industry leaders who each bring a different perspective to the overall email marketing process.

The collapse of the financial markets and what followed has laid the groundwork for the most radical change in advertising fundamentals since the 30-second TV commercial arrived on the scene.  In his keynote address, the industry leader who first predicted the demise of yesterday’s mass marketing and the rise of one-to-one marketing, shows how you can benefit from a radical shift in marketing priorities.  It’s a new day with a scary downside and a promising upside.  With 77 million email users already online in the U.S., Rapp shows how “direct+digital” moves to the center of the stage as the new one-to-one-to-everyone mass marketing.  Don’t miss this opportunity – whether you are a small-budget email marketer, a significant player with a sizable email budget or a sophisticated email marketer moving to the next level – for a preview of what business needs now to win in the e-conomy. 

An exponentially rising number of consumers viewing video content on web sites every day, yet when it comes to email, the experience is archaic.  As the Web goes to “2.0” and “3.0,” email seems stuck at “1.0.”   Despite the fact that most consumer email experience today is done in a webmail interface, and despite the ability of client email systems to display HTML, things like video and other important applications for ecommerce, media, financial and CPG brands have been virtually impossible, but that is about to change.  Attend this session to ensure your organization is ready to succeed in an Email 3.0 world. Hear how leading brands will deploy next generation email, and get inspired to build innovative campaigns that communicate with customers in a whole new way.

What will the audience derive from your session?

-          Insight into new technologies and ISP developments that will enable them to embed video and other rich functionality inside email

-          How video in email will drive smoother consumer experiences and greater equivalency between email and web channels

-          How to promote pre-roll video ad sales opportunities, increase ratings for existing and new properties across media channels, as well as best practices to maintain viewer loyalty and engagement.  

-          Learn how to bring campaigns to life through email product demo videos, how to maintain customer engagement between purchases and tips for creating brand partner marketing opportunities.

This is your chance to interact with some of the top authors in the email marketing industry.  Learn what inspires them, what has made their efforts so successful.

Walk away with tips and tactics that will improve your results.  You’ll be glad you did.

An insider view of testing and optimization strategies for select Marriott campaigns.  Learn specific testing approaches that will help turn your average campaigns into exceptional performers. From subject line testing to propensity modeling, this will be an a-z discussion on how to improve campaign results.

Deliverability is an evolving challenge that encompasses permission, IP address reputation, and authentication, but also the email landscape includes newer challenges such as mobile delivery, image suppression, and domain reputation. Learn to create a strategy that produces optimal long-term results and what the trends are among the largest ISPs.

They talk about email.  They blog about email.  They Twitter about email.  They may even dream about email.  And in this session, these noted industry voices debate the issues of the day including spam, segmentation, integration, evolving consumer preferences, one-to-one channel fragmentation, and the future of email in a socially networked world.

Learn how AirTran Airways developed a new creative template and testing plan to increase the relevance of their e-mail marketing for A+ Rewards frequent flier members. Discover how incorporating customer account data and updating creative elements lead to a 70% increase in clicks and a 50% decrease in unsubscribe requests along with a regular testing schedule to continue optimization.

Learn how to attain customer loyalty and engage consumers through multiple channels by hearing how Borders successfully used email coupons to drive traffic and sales to its brick and mortar stores. In addition, discover how the company has recently configured their strategy to replicate this success and drive awareness, traffic and sales to their new ecommerce-enabled website. You will hear proven techniques and examples of how to leverage email technology with preference centers in order to engage customers with offers and creative that are highly relevant and meaningful to each individual shopper.

As email marketing matures the progression to ever more effective and sophisticated campaigns results in substantially increased complexity. While the benefits of true one-to-one marketing are undeniable that complexity presents a variety of challenges to email marketers. From business and process challenges to service and systems limitations.

In this session we will share our experience with creating and managing large, highly targeted, highly dynamic campaigns for clients such as Toyota and Hyatt. In particular we will address the critical challenges and suggest solutions that will give companies the ability to move their programs further.

Topics will include:

·         Scalability − system requirements, content creation and content management

·         Complexity − program objectives, process management and business rules

·         Quality Assurance − testing and quality control

Your eec Roundtables are committees of members working hard together to provide insight, resources, tools and great ideas for all members.  The Roundtables are Advocacy, Consumer Education, Deliverability, Design, Email Marketing Accuracy & Measurement, List Growth & Engagement, Speakers Bureau and Member Initiatives.   These 8 Roundtables are producing all year long, and we’ll share the best of the best at this session – along with free copies of checklists and tools that you can use immediately.  Come and meet the people behind the great work of the eec Roundtables.  Join this session and find the best Roundtable for your own participation in making the email industry stronger.   We’d love to have you!   Just check out the Roundtables and their work at http://www.emailexperience.org/initiatives_and_standards/marketing-roundtables/.

Hear how Dell’s US Consumer email program plays a key role in the customer lifecycle, addressing key milestones along the customer's purchase path. Learn how to outline steps to take meaningful action on your data and increase email relevance by developing a comprehensive view of the customer lifecycle. Discuss the benefits of implementing a robust test plan that includes customer segmentation and email content. 

Are you getting the most out of your newsletters? Do you have a big list but poor performance? Do you have a huge site but a minuscule email program? Relax, we can help. In this session we will examine the strategies to monetize each impression, drive users back to your site and lead them to your most important content.

There are some issues that divide email marketers: Single vs. double opt-in. Pre-checked vs. unchecked boxes. Keeping vs. cutting inactives. Join us as representatives from the email marketing community argue their case for each of these positions, providing evidence and testimonials to support their view. And join in the debate by reacting to the evidence and making your views known in our live Twitter stream.

Learn how widespread corporate blogging is an effective database marketing tactic for acquisition and new prospect introductions.  This session will cover concepts and experiences from our panelists in building an effective program, targeting specific search terms and measuring ROI.

In 2008, the Email Experience Council partnered with The Andre Agassi Charitable Foundation (AACF) for its non-profit initiative. A volunteer-team of industry professionals, from more than twenty different organizations, has had its share of challenges and successes in creating and sustaining a program focused on growing the list, building awareness, and increasing donations from event and online channels.

Attend this session to learn and discuss:

·         How our virtual team organized around a cause marketing strategy

·         What not to do in a cause marketing context

·         Why email marketing is a natural fit

·         What can be accomplished with new media assets and channels (i.e. video, blogging, social networks, Twitter, etc.) on a limited budget

·         How cause marketing can help your business grow and make a difference for others 

There may be no other industry as cost conscience as the airline industry and the recent economic downturn has not been lost on Alaska Airlines. Email remains one of their most effective marketing channels and they have been closely monitoring ROI. They are focusing on some higher yielding strategies such as lifecycle marketing because of the high return and automation which does not require additional headcount. As one of the members of Fortune’s annual ranking of America’s 1000 largest corporations, Alaska Airlines is a well-known and highly regarded player in the travel industry. Like all major airlines, email marketing continues to be a crucial revenue generation stream for Alaska. With so much potential revenue hinging on proper communication and engagement of customers, switching from an out-sourced solution to an in-house appliance model allowed Alaska to reinvest some of that savings into enhancing their email marketing program. Appliance solutions are not right for every business, but neither is the standard hosted SaaS model. There are many solution options available to marketers with various benefits from cost savings to enhanced security and sending speed. Join us to find out how you can save as much as 40% on your email marketing budget.

Looking for ways to leverage text messaging to compliment your email marketing efforts? Want to understand what’s working in SMS marketing?  In this session, we’re not limited to 140 characters, so we’ll let our experts wax poetic about the state of text messaging and share case studies as to how companies are leveraging it to produce impressive results.  

With email under attack from  budget cutters and the perception that it’s losing its value, now is the time to be creative and think out of the box. Hear from these great email marketers who’ve made email successful in the print-centric world of publishing. From acquisition through engagement and retention, you’ll hear case studies of how to drive metrics that guarantee email is seen as a success by the consumer and the boardroom.

Today the marketing world has become enamored with Social Media and for good reason. But, Social Media is not a strategy unto itself, it must be integrated with all other marketing efforts, especially those online like Search, Website and of course email. Learn how leading brands combine email and social media drive a much stronger engagement and ROI than otherwise seen when silo'd.

This session will look at ways in which big brands are using data to optimize consumer experiences. Participation and collaboration are hallmarks of the changing on-demand landscape, and value-based experiences are creating expectations within consumers that they can help shape, cultivate, and grow brands. How do these expectations of empowerment translate to direct digital

marketing data strategies? Come find out as experts from leading brands and services in the industry discuss the challenges, opportunities, and efforts that are literally redefining targeting and

creative development today.

Search for acquisition. Email for retention. This notion is burned in many marketers minds—but where are the opportunities to leverage these two ROI over-achievers?  How can search help you get more from email and vice versa?  Join us as we explore the ways in which leading companies are optimizing the intersection of these two powerful channels.