Track 3:Email Marketing
While spam continues to plague us, email marketing continues to be the most valuable tool for staying in touch with prospects and customers. Newsletters, special offers and email advertising have proven their worth over and over again. This track delves into the finer points of email marketing to help you become an email master.
Study after study, the in-house email list has proven to provide the highest return on marketing investment. If you can entice people to opt-in and keep them subscribed, you have a direct line to their inbox. Managing that list is worth serious money and it’s not as simple as it seems. From double opt-in and data cleansing to address data amendment and segmentation, this session looks at the care and feeding of what might be your most organization’s most valuable electronic asset.
They can’t read your email if it simply doesn’t reach them. Here, we cover the fine art of staying out of the black lists, out of the filters and away from the Junk folder. Just getting your message into the hands of those who asked to receive it is harder than it looks and changes all the time. This is a skill set your company cannot live without.
Crafting the perfect subject line might be the most challenging discipline in online marketing. Once your message has gotten past the spam filter, it must break through the clutter in the mind of the recipient. Like the outside of a direct mail envelope, you only have one chance – one fleeting chance – to make your case and draw the reading in. Millions of subject lines have been tried and millions have failed. See how small changes can make big differences. Hear how email managers have gone from zero to hero with just the right tone. Get a feel for putting your best foot forward in the subject line.
An email is unlike a website or a mobile phone app. It is consumed in a different setting and plays a different role. When people are “doing email” their attention is focused in a different way and the look and feel of your email message must accommodate them. This session looks at the good, the bad and the ugly to reveal best practices and smart processes for the best looking, most compelling and biggest winning email designs that you can use.
Did your message get through the filters? Did your subject line get them to open your message? Did they spend more than four seconds looking at it? Did they click on the embedded links? These are just the start of measuring the success of your email marketing programs. Learn how you can prove which campaigns have the biggest impact on branding and the bottom line.
There is no constant but change. As soon as you think you’ve found the right formula for email marketing, the marketplace will shift. How do you stay aimed at the bulls-eye of a moving target? Testing. You can become skilled at email marketing through hit or miss trial and error or you can implement a solid email testing program to ensure your campaigns go from strength to strength.
Session 3a. Building and Managing an Email Database
Joel BookStudy after study, the in-house email list has proven to provide the highest return on marketing investment. If you can entice people to opt-in and keep them subscribed, you have a direct line to their inbox. Managing that list is worth serious money and it’s not as simple as it seems. From double opt-in and data cleansing to address data amendment and segmentation, this session looks at the care and feeding of what might be your most organization’s most valuable electronic asset.
Session 3b. The Laws of Email Deliverability
Tom Sather, Email Deliverability Consultant, Return Path
They can’t read your email if it simply doesn’t reach them. Here, we cover the fine art of staying out of the black lists, out of the filters and away from the Junk folder. Just getting your message into the hands of those who asked to receive it is harder than it looks and changes all the time. This is a skill set your company cannot live without.
Session 3c. Get Them to Open Your Message
Stefan Tornquist, Vice President, Research (US), EconsultancyCrafting the perfect subject line might be the most challenging discipline in online marketing. Once your message has gotten past the spam filter, it must break through the clutter in the mind of the recipient. Like the outside of a direct mail envelope, you only have one chance – one fleeting chance – to make your case and draw the reading in. Millions of subject lines have been tried and millions have failed. See how small changes can make big differences. Hear how email managers have gone from zero to hero with just the right tone. Get a feel for putting your best foot forward in the subject line.
Session 3d. Designing Winning Email
Amy Africa, CEO, Eight by EightAn email is unlike a website or a mobile phone app. It is consumed in a different setting and plays a different role. When people are “doing email” their attention is focused in a different way and the look and feel of your email message must accommodate them. This session looks at the good, the bad and the ugly to reveal best practices and smart processes for the best looking, most compelling and biggest winning email designs that you can use.
Session 3e. Measuring Email Marketing Success
Andrew Edwards, CEO, Technology LeadersDid your message get through the filters? Did your subject line get them to open your message? Did they spend more than four seconds looking at it? Did they click on the embedded links? These are just the start of measuring the success of your email marketing programs. Learn how you can prove which campaigns have the biggest impact on branding and the bottom line.
Session 3f. Testing Email Campaigns
Jill Bastian, Training & Education Manager, Vertical ResponseThere is no constant but change. As soon as you think you’ve found the right formula for email marketing, the marketplace will shift. How do you stay aimed at the bulls-eye of a moving target? Testing. You can become skilled at email marketing through hit or miss trial and error or you can implement a solid email testing program to ensure your campaigns go from strength to strength.
