Analytics & Metrics

B-to-C Email Marketing Strategies

B-to-B Email Marketing Strategies

Cross-Channel Marketing

How Advanced Segmentation Can Improve Targeting & Metrics

All email marketers know data is the foundation of successful online marketing programs. Come hear from Discover Financial Services how the use of advanced modeling techniques and creation of relevant segments has consistently improved campaign metrics quarter over quarter amid a recession. Learn how using dynamic content and appropriate messaging can improve your customers experience.

Speakers:

Jared Chase, Client Services Lead, e-Dialog

Jeff Teitelbaum, Discover, E-Business, Discover

New Strategies For Growing Your Email List

Email marketers consistently cite email address churn and their need to acquire new subscribes as top challenges. This session will examine list growth strategies and how some leading brand are leveraging consumers' ever-growing adoption of mobile and social channels to grow their lists. You’ll also learn how you can incorporate scoring, improve your website, compute your subscriber lifetime value and develop an acquisition plan to increase profits from expanding your email audience.

Speakers:

Jordan Cohen, VP of Business Development, Pontiflex

Matt Annerino, Director of Database Marketing, Live Nation

Jared Blank, VP of Ecommerce, Tommy Hilfiger

Arthur Hughes, Senior Strategist, Silverpop.com

David Daniels, CEO, The Relevance Group

Combining Text and Traditional Marketing Channels to Boost Subscribers and Sales

With the number of cell phones exceeding the US population (according to a 2011 CTIA study), it's critical marketers add mobile to their marketing plans. Whether it be feature or smart phones, text is one tactic the remains universal across all devices. During this presentation, learn how email marketers are combining Text 2 Subscribe with more traditional marketing tactics to build subscriber lists and boost revenue.

Speakers:

Megan Glover, Director of Marketing, Delivra

Anthony Scott, Public Relations, Eiteljorg Museum

eec Roundtable Leaders: Annual Update

The eec Roundtables are committees of members working hard, year-round, to provide insights, resources, tools and great ideas for the email and digital marketing community. This eec Roundtable panel will share highlights from their latest projects. Come network with other eec members who have ideas about how to move the industry forward and provide feedback on the initiatives planned for the year. This is your opportunity to participate and add to your knowledge.

Deliverability: Dennis Dayman, Eloqua; Matt Rausenberger, Return Path

Speaker’s Bureau: Dori Thompson, Consultant

SAME Metrics Project: Luke Glasner, Glasner Consulting; John Caldwell, Red Pill Email

Cross Channel: Dwight Sholes, Sholes Consulting

Member Initiatives: Stephanie Miller, Aprimo; Joel Book, Exact Target; Ali Swerdlow, eec

Analytics & Metrics

B-to-C Email Marketing Strategies

B-to-B Email Marketing Strategies

Cross-Channel Marketing

The Metrics of Multi-Channel Messaging: How to Motivate & Measure Success

Technology is driving new consumer choices, behaviors and expectations. Communications are becoming real time, interactive and multi-channel with consumers flipping between devices and channels to suit their needs in the moment. More than ever before, consumers are expecting more of the companies they do business with and exerting greater control over the messages they receive. This is the ‘new norm’ in digital communications that marketers must understand, master and ultimately turn to their advantage. The challenges marketers face are in coordinating their messages, achieving contextual relevancy, and managing the flow of messages across channels to a desired outcome – not easy, but not insurmountable with the right metrics and measures in place.

In this session, you’ll learn:

• What are the prerequisites for conducting, managing and measuring converged communications.
• Why collaboration across organizational silos is important, and how realigned metrics can achieve it.
• How to pick the right metrics and measures, and gain internal consensus on their use.
• Ways to use new metrics to modify old behaviors, and suggestions on which ones to focus on first.
• Tips for measuring cross-channel contribution and valuing social advocacy.

Speakers:

Dave Lewis, CMO, Message Systems

David Daniels, CEO, The Relevancy Group

Marketer's Field Guide to Major ISPs

Your success as an email marketer depends on your ability to maintain a high inbox placement rate (IPR). And IPR, in turn, depends on your ability to understand the major Internet Service Providers (ISPs) – how they filter, what factors affect where you email goes and when to know if you’ve hit trouble. If you’ve ever wished there was a Field Guide to the major ISPs you care about, this session is for you. We’re going to share information about:

• Spam Filtering: How it works, where it’s applied, what it affects
• Engagement and Reputation: Who’s using it (and who isn’t) and how you measure it
• Sending infrastructure including authentication and rate limiting
• Whitelisting and Feedback loop information: Who offers these services and how to access them

Speaker:

Matt Rausenberger, Sr. Director, Deliverability Consulting, Return Path

Don't Waste Your Team's Time In Sending Emails That Provide Too Little, Too Late!

Hear how National Instruments built an automated, multi-touch nurturing email stream that incorporates email, web, multi-media, and sales channels to drive sales. Contact is triggered by a recent visit to a select group of web pages and the first goal is to drive the download of a free 30-day software evaluation. During this 30-day period, the prospect is sent multiple emails that are in sync with his expected evaluation experience. These contacts are then called by a technical sales representative. The new program has resulted in increased response rates, decreased time in automating the program, and better qualified leads.

Speakers:

Rosanna Martinez, Manager, Database Management and Communications, National Instruments

Amanada Kuldanek, Web Content, Globalization and Database Manager, National Instruments

The New Inbox: Email + Social + Mobile

Speaker:

Simms Jenkins, CEO, BrightWave Marketing