Analytics & Metrics

B-to-C Email Marketing Strategies

B-to-B Email Marketing Strategies

Cross-Channel Marketing

REI and the Journey to a Seamless Customer Experience in the Age of Addressable Media

In this session, learn why brands must focus on the customer experience and the requirements to build the modern brand in a world of addressable media. See how successful marketers are integrating traditional/print direct marketing with emerging channels such as the web, social media and mobile. Understand how to follow the map of an idealized consumer interaction with a brand to make data actionable across all channels.

Speakers:

John Reynolds, Manager, Marketing Analytics,REI

Jennifer Alexander, Vice President/General Manager, Epsilon

Growing Your Business through Subscribers and Advertising in Email

In this metrics-driven session, discover the economics and statistics of customer acquisition using email newsletter display advertising. This session will share consumer email behavior and usage patterns and will present a case study that focuses on the rapid growth of tech site Techlicious and the methods that have contributed to that growth. Expect to learn new techniques about how to grow your customer list with the right subscribers, why email is your best acquisition tool, and new facts about how recipients interact with ads placed within email newsletters.

Speakers:

Dave Hendricks, Chief Operating Office, LiveIntent

Josh Kirschner, Founder & CEO, Techlicious

Auditing Your Email Marketing Program to Improve Performance

Is your email marketing program effective? Are you overmailing? Do you have multiple business units mailing to one corporate list? This presentation will cover three years of analyzed data for 22 business units at Scholastic. By analyzing send quantity, revenue, open and click data, Scholastic was able to identify issues, develop actionable recommendations and implement policies to improve performance. Attendees will leave with a blueprint for performing this type of analysis, along with practical knowledge on how to interpret the results and enhance performance.

Speakers:

Jeanne Jennings, Consultant, Email Marketing Strategy, JeanneJennings.com, Inc.

Sanije Gjokaj, Senior Manager, Email Marketing, Scholastic

Thriving In The Archaic And Chaotic World Of Email Design

Bad email design can do a lot more damage than simply lowering your response rates. It can get you blocked, blacklisted or reported as spam. Marketers need to know that creating an effective email isn’t as simple as converting a web page to 650 pixels or redesigning a print ad. So how does a marketer keep their email messages attractive AND effective in this world of mobile readers, image blocking email clients and rule-changing ESPs? This session will show you how we successfully navigate the issues of deliverability, rendering and lead generation today (cause the rules will change tomorrow).

Speaker:

Jeff Worcester, VP Operations, Proximity Marketing

Matt Caldwell, Senior Director, Creative Services, Yesmail Interactive

David Refaeli, Director of Email & SMS Marketing, Saveology.com

Analytics & Metrics

B-to-C Email Marketing Strategies

B-to-B Email Marketing Strategies

Cross-Channel Marketing

Extending Your Customer Email Profiles Across Digital Channels

The rapid pace of cutting edge technological innovation has created more opportunities for marketers to engage their customers in dialogues. It should be no surprise that email remains the focal point of the communication ecosphere. However, today’s consumers are using email in conjunction with different digital channels and devices to make decisions about purchasing, share offers with their inner circles and collectively rate products and brands at increasingly real-time speeds. This session outlines ways to leverage data across channels.

Speaker:

Michelle Eichner, Cross Channel Cloud Marketing Business Leader, IBM

Increase Profitability and Deliverability Within Your Inactive Customers

Marketers are under increasing pressure to suppress inactive subscribers due to deliverability concerns, customer satisfaction issues, and a desire to reduce marketing waste. Who among your inactive segment has the potential to become a valuable customer? Hear how Hautelook used advanced analytical techniques to identify the attributes of their best customers and accurately predict who among their inactives was worth saving. You’ll also learn how to unlock your email deliberability potential with a comprehensive action-plan for dealing with inactive users on your list. From effective strategies for re-engaging them to identifying and removing those that you are unable to win back over, discover how Workopolis created their plan and the lessons they learned.

Speakers:

Eric Kirby, CEO and Founder, Connection Engine

Hayley Osher, Director, Member Engagement, Hautelook

Spencer Kollas, Director of Delivery Services, StrongMail

Travis Wingate, Email Marketing Analyst, Workopolis

Growing B-to-B Email Lists in a Email Reputation-Focused World

Today, email reputation and deliverability are as much on the minds of email marketers as open rates and click-through rates. Often, however, managing email reputation comes into conflict with business objectives for lead generation and communications reach. This session will use a case study of one B-to-B company’s experience with this dilemma to illustrate how customer analysis, segmentation, targeting, and multichannel marketing can be used to strike a balance between reputation and business objectives.

Speakers:

Anthony Nygren, Vice President, EMI Strategic Marketing

Katie McClain, Senior Marketing Manager - Direct Marketing, State Street Global Advisors

Managing Email Within Multiple Lines of Business Within the Enterprise

This session will provide a deep dive for managers who run email programs for disparate divisions within large enterprise companies. Topics covered will include:

• Bridging the gap between B-to-B, B-to-C, and B-to-G (government) compliance and marketing best practices
• Working with different business units who have different goals while keeping email effective
• Understanding the different reporting needs of each unit and how to roll them up and present the enterprise to management

Learn traffic management across the enterprise, frequency management, and prioritization within and across business units.

Speaker:

Laurence Rothman, Senior Consultant, Brand Reputation, Nationwide

Analytics & Metrics

B-to-C Email Marketing Strategies

B-to-B Email Marketing Strategies

Cross-Channel Marketing

Customer Connections: Using Social & Customer Data to Improve Email Relevancy

This session will look at ways to gather, analyze and, most importantly, utilize demographic, behavioral and social data to improve subscriber experience and earn higher response and revenue. You’ll hear how top tier marketers have done it, and pick up some ideas for testing the waters with your own program. Plus, get a checklist of ideas and questions to ask your vendors that will help you assess your readiness and take your existing efforts to the next level.

Speaker:

Stephanie Miller, VP, Email & Digital Services, Teradata

Julie Brown, Consumer Marketing Manager, Kansas Speedway

How SmartPak Equine Uses Lifecycle Emails to Engage its Customers Every Step of the Way

SmartPak Equine targets owners who want to take the best care of their horses. To ensure they provide the best possible customer service and stay ahead of their customers’ needs they developed a carefully timed and targeted email program. Not only has this improved engagement levels, but it’s driven tremendous ROI. This session will highlight the key components of their trigger-based lifecycle email program that delivers 37% of email revenue from only 11% of email volume. Attendees will also hear other email examples, tips and emerging practices to help marketers leap frog their competitors.

Speakers:

Carey Marston, Email Marketing Manager, SmartPak Equine

Loren McDonald, Vice President of Industry Relations, Silverpop

Essential Email Prospecting Strategies To Test in 2012

Attendees will walk away with insight and understanding on progressive tactics that are being utilized and tested within the industry. This cutting-edge and highly-concentrated learning session will reveal email marketing essentials on everything from developing a first-class database, message components, social integration, lead nurturing techniques and everything that you need to know in order to achieve revenue overdrive. Learn the latest about tracking technologies, database segmentation, and much more. This session is guaranteed to rattle your thinking, inspire you to break out of marketing "ruts" and arm you with workable techniques to squeeze more mileage out of every marketing dollar. This is a must-attend session for mailers looking for long-term growth, stability and knowledge on how to find success with email marketing.

Speakers:

Jay Schwedelson, CEO and President, Worldata

Putting the Consumer First: A New Outlook for Social Marketing

Social media is a powerful channel on which people can connect and share, and marketers can leverage to design targeted campaigns. As more brands look to social media to connect with consumers we can expect to see increased incidents of privacy invasion. In kind, we will see new and revised regulations to help protect social media user privacy. This session takes a fresh look on how privacy regulations are evolving, and how marketers can happily resolve to follow all industry regulations in the coming year. In particular, attendees will learn through discussion including, best practices for consumer-first social media based email marketing, how to ensure compliance with 2012 regulations and the penalties for non-compliance.

Speakers:

Dennis Dayman, Chief Privacy and Security Officer, Eloqua Corporation

Spencer Kollas, Director of Delivery Services StrongMail

Analytics & Metrics

B-to-C Email Marketing Strategies

B-to-B Email Marketing Strategies

Cross-Channel Marketing

Use the Right Metric for the Right Job

Discover how to use email metrics to effectively measure and optimize your email program’s response rates and revenue. Learn from our panel of experts which metric is the best suited for various email testing goals, campaign success/KPI measurement and cross-channel measurement and attribution. You’ll hear measurement best practices featured in the SAME Project using case studies and examples from the field, to move beyond just basic opens and clicks to measuring subscriber behavior and value, determine subscriber lifespan and identify other lifecycle marketing points for automated trigger programs.

Speaker:

Luke Glasner, Principle, Glasner Consulting

Adam Holden-Bache, CEO/Managing Director, Mass Transmit

Ryan Hoffman, Senior Strategic Consultant, Responsys

Dela Quist, CEO, Alchemy Worx Inc.

CRM: Creating Loyalty in a Fickle Market

Harness the power of email communications as part of a strategic CRM program to onboard new customers, engage them in community, and become advocates for your brand. Implementing a CRM program isn’t just about delivering an email to your audience on a monthly basis. It should serve as the primary driver for engaging your customers in different digital environments across social, mobile, web, and email that engage, educate and delight consumers at key points in the customer journey. Attendees will walk away with:

• 10 easy ways to improve performance in email communication
• How to keep new customers active with your brand by developing an onboarding email program that educates and engages
• Understand how an email-driven CRM strategy works successfully within the larger digital ecosystem
• Learn how brand can leverage a CRM community to build advocacy for your business

Speakers:

Lisa Stratton, Senior Marketing Manager, Microsoft

Devorah Saturen, Associate Account Director, T3

Content Is Still King — Providing Ongoing Value to Customers

This session will provide real-world tips, ideas and examples of successful content marketing. Topics will include:

• Content Overload. It's true; too much content in an email may actually backfire.
• Keep it simple. Spark interest, create questions and leave something to be desired.
• Content is more than words. Companies need to differentiate content to include other forms of material such as audio files, videos, charts and even live demonstrations.
• Socialize your content. What's that "it" factor that makes people want to pass along your content, not just through email but their prized social networks, too?

Attendees will hear examples of companies who mix things up successfully – and do a great job at promoting their efforts via email campaigns and social media.

Speakers:

Kim Stiglitz, Director Lifecycle Marketing, VerticalResponse

Sally Waters, Owner, Birdy Botanicals

The State of Email in An Interactive World

Email marketing has proven to be one of the most effective channels to engage with customers, and potential customers, to drive significant online revenue. Savvy email marketers have discovered how integrating mobile and social marketing with their email programs has led to more cross-channel coordination, increased engagement and revenue. Hear how leading marketers are now moving digital interactivity toward the center of their marketing strategies, coordinating their activities to engage the consumer throughout an increasingly digital customer lifecycle, and driving real-time interactions with consumers to drive them to the desired action - a sale.

Speakers:

Ed Henrich, SVP, Professional Services, Responsys

Seth Berman, Director, Global Marketing, BabyCenter

Rick Heffernan, Director eMarketing & Internet Sales Strategy, MetLife