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MarketingSherpa's Email Summit ‘09

Email Summit ’09 Agenda

Advanced Strategies
Current Case Studies

Monday, March 16, 2009		General Sessions
Time	Session		Speaker
7-8:45am	Networking Breakfast and Registration
8:45-9:15am	Landing Page Optimization Case Studies		Dr. Flint McGlaughlin, Director, MECLABS Group
9:15-10:30am	Featured Case Studies: Targeting and Messaging Strategies that Effect Behavior		Rok Hrastnik, Internet Director, Studio Moderna Heather Marsh, Director of Customer Information, Johnston & Murphy
10:30-11am	Break
11am-12pm	Email Awards		ExactTarget
12-1:30pm	Networking Lunch
Breakout Sessions		Two Tracks: Advanced Strategies and Current Case Studies
Track	Time	Session	Speaker
Advanced Strategies	1:30-2pm	Applying Artificial Intelligence to Email Optimization	T. Scott Clendaniel, Senior Consultant, The Modeling Agency
Current Case Studies	1:30-2pm	Proven Techniques for Effective Post-Click Personalization	Robert Darmanian, Online Services Manager, Divers Direct
Advanced Strategies	2-2:30pm	Integrating Email and Web Analytics Data to Boost Conversion Rates	Erin Healy, Marketing Manager,  L’Occitane en Provence
Current Case Studies	2-2:30pm	Combining List- and Trigger-Based Campaigns to Fully Leverage Your Database	John Heidrich Senior Marketing Manager, Allstate Insurance Company Joe Nettum, Senior Marketing Manger, Allstate Insurance Company
Advanced Strategies	2:30-3pm	Using Multi-Channel Marketing to Recover Email Addresses	Tim Maloney, Director, NFL Direct Marketing, National Football League
Current Case Studies	2:30-3pm	Revamping Email Design to Improve Results	Michael DeHaven, Ecommerce Marketing Manager, Careerbuilder.com
	3-3:30pm	Break
Advanced Strategies	3:30-4pm	What Works in Multivariate Testing: Sound Methodology for Reliable Results	Jerry Cobb, VP Marketing and Communications, Kolbe Corp.
Current Case Studies	3:30-4pm	Segmentation Strategies Based on Recency, Frequency and Monetary Value	Don McNichol, Director, Ecommerce, Intermix
Advanced Strategies	4-4:30pm	Overcoming Legal and Compliance Obstacles in Email Marketing
Current Case Studies	4-4:30pm	Best Practices in Low-Budget Email Marketing	Barry Stamos, CEO, Luxury Index
Advanced Strategies	4:30-5pm	Addressing Consumer Privacy and Security Concerns in Email Marketing	Pam McHugh, President, Comparemedia
Current Case Studies	4:30-5pm	Email Marketing and Brand Management
Tuesday, March 17, 2009
Breakout Sessions		Two Tracks: Advanced Strategies and Current Case Studies
Track	Time	Session	Speaker
	7:30-9am	Networking Breakfast
Advanced Strategies	9-9:30am	Email and Landing Page Optimization	Michael McCurdy, CRM Director, TheLadders.com
Current Case Studies	9-9:30am	User Generated Content in Email Newsletters for Enhanced Engagement	Jim Harper, Interactive Marketing Analyst, Olympus America
Advanced Strategies	9:30-10am	Creating an Email Control Group to Justify Initiatives and Expenditures	Siara Nazir, Director Offline/Online and Customer Retention Marketing, E-LOAN
Current Case Studies	9:30-10am	Implementing Customized Email Alerts to Boost Revenue and Lower Costs	Daryl Nielson, Worldwide Email Manager, Hewlett Packard
Advanced Strategies	10-10:30am	Top Tips for Running an Email RFP	Kara Trivunovic, The Email Advisor LLC
Current Case Studies	10-10:30am	The New Microsoft Comic Strip: Innovating Content and Design that Resonates in Business Marketing	Karen Dayan, Senior Marketing Manager, Microsoft
	10:30-11am	Break
Advanced Strategies	11-11:30am	Managing an Email Marketing Program through Dynamic Times	Roshni Cox, Group Manager, Email and SMS Programs, Sprint
Current Case Studies	11-11:30am	Mobile Email Marketing Case Study
Advanced Strategies	11:30am-12pm	Launching and Managing International Email Marketing Initiatives	Sergio Balegno, Senior Analyst, MarketingSherpa
Current Case Studies	11:30am-12pm	Combining Email with SMS and Instant Messaging to Optimize Customer Contact	Will Stacy, Director of Marketing, Santander Consumer USA
Advanced Strategies	12-12:30pm	International Email Marketing Case Study	TBD
Current Case Studies	12-12:30pm	Email and Word of Mouth Marketing	Dan Heimbrock, President and CEO, Hyperdrive Interactive
	12:30-2pm	Networking Lunch
General Sessions
2-3pm	Long Live Email: Enabling the Continued Success of Web 2.0 Marketing		Michael Kilgore, VP, Marketing, Tampa Bay Performing Arts Center Shelli Johnson, Owner/CEO, Yellowstone International Grace Lee, Senior Manger, Lifecycle Marketing, eHarmony.com
3-4pm	Strategies for the Long-Term Care and Feeding of an Email Database		Kathy Henry, Group Director, Strategic Community and Audience Development, United Business Media
Moderator: Stefan Tornquist, Research Director, MarketingSherpa

Monday, March 16, 2009
General Sessions

7:00-8:45am
Networking Breakfast and Registration

8:45-9:15am
Landing Page Optimization Case Studies

The fastest, least expensive way to increase subscription sales is to optimize your web pages. This series of examples will demonstrate the science of LPO and provide insights that will allow you to sharpen your focus on specific actions that will drive incremental revenue.

Dr. Flint McGlaughlin, Director, MECLABS Group

9:15-10:30am
Featured Case Studies: Targeting and Messaging Strategies that Effect Behavior

The best email marketers don’t have to guess about what motivates their customers and prospects to act on an offer. This featured panel showcases domestic and international campaigns that have achieved success by building on a foundation of a deep understanding of their target market. Hear how presenters utilized predictive behavior modeling to deliver the right offer to the right customer at the right time. Learn to know your customers better than they know themselves and use email as branding vehicle, a customer relationship development tool and a sales facilitation tool for all sales channels.

Rok Hrastnik, Internet Director, Studio Moderna
Heather Marsh, Director of Customer Information, Johnston & Murphy

10:30-11:00am
Break

11:00am-12:00pm
Email Awards Presented by ExactTarget

12:00-1:30pm
Networking Lunch

Breakout Sessions
Two Tracks Advanced Strategies and Current Case Studies

Advanced Strategies
1:30-2:00pm
Applying Artificial Intelligence to Email Optimization

Build a template to apply CRM analytics to your email marketing strategies and learn who your best customers are and what makes them tick. Learn the necessary steps to confidently predicting the behavior of your prospects and create an email intelligence operation to match your strategy and resources.

T. Scott Clendaniel, Senior Consultant, The Modeling Agency

Current Case Studies
1:30-2:00pm
Proven Techniques for Effective Post-Click Personalization

This current case study provides results and lessons learned from an email campaign with a focus on a customer’s interaction with both an email message and landing page. Gain new strategies for creating a satisfying and compelling experience for every customer as you move them through the conversion cycle.

Robert Darmanian, Online Services Manager, Divers Direct

Advanced Strategies
2:00-2:30pm
Integrating Email and Web Analytics Data to Boost Conversion Rates

The L’Occitane team simultaneously managed the development of a sophisticated product library and the integration of email and Web analytics data, resulting in increasingly relevant email marketing programs. Learn how this accomplishment enabled them to implement impactful campaigns with relative ease, including promotional emails tied to products that have been browsed online as well as an email campaign designed to re-engage customers who have abandoned their shopping carts. Get valuable insight into how the increased relevance of L’Occitane’s behavior-based campaigns has had a positive impact on conversion and ROI.

Erin Healy, Marketing Manager,  L’Occitane en Provence

Current Case Studies
2:00-2:30pm
Combining List- and Trigger-Based Campaigns to Fully Leverage Your Database

How do you make the best use of targeted list-based campaigns when you’ve also got contacts that may be driven by a variety of events? Allstate’s marketing team will share their strategy and procedures for selecting targeting criteria and frequency of planned emails which are sent amid a steady stream trigger-based contacts that are driven to a consumer based on some life or policy event, or an online service action. Gain a practical perspective on managing the frequency of customer contact and apply it to your own email messaging plans.

 John Heidrich Senior Marketing Manager, Allstate Insurance Company
Joe Nettum, Senior Marketing Manger, Allstate Insurance Company

Advanced Strategies
2:30-3:00pm
Using Multi-Channel Marketing to Recover Email Addresses

Tim Maloney presents details on the successful implementation of a multi-channel marketing campaign utilizing dynamic printing, email and the Web in an effort to retain valuable email addresses. Hear how this innovative campaign helped the NFL recover thousands of undeliverable email addresses and achieve a new benchmark for success in fan marketing.

Tim Maloney, Director, NFL Direct Marketing, National Football League

Current Case Studies
2:30-3:00pm
Revamping Email Design to Improve Results

After the 2008 Email Summit, Michael DeHaven and the team at CareerBuilder.com returned to the office with some new ideas for their weekly customer emails. By adjusting the email marketing strategy, redesigning the email creative and repurposing existing online content, they increased clickthroughs by over 400% in less than a month.   DeHaven will review the underlying concepts that drove the changes, while sharing a before and after look at the campaign's email creative.

Michael DeHaven, Ecommerce Marketing Manager, Careerbuilder.com

3:00-3:30pm
Break

Advanced Strategies
3:30-4:00pm
What Works in Multivariate Testing: Sound Methodology for Reliable Results

Hear how this dynamic, 12-way multivariate test included four key messages and three price points. After the results were calculated, the multivariate test provided the most effective messaging and price point for a National PPC campaign and extensive Online Media Buy. The presenter will provide practical lessons learned with an eye on metrics including open rate, clickthrough conversion and completed sales.

Jerry Cobb, VP Marketing and Communications, Kolbe Corp.

Current Case Studies
3:30-4:00pm
Segmentation Strategies Based on Recency, Frequency and Monetary Value

Intermix reveals the success achieved through their most recent adoption of automated Recency, Frequency and Monetary value (RFM) segmentation in email marketing campaigns. By using automated RFM, Intermix was able to cost-effectively impact revenue growth by increasing revenue and decreasing costs. This case study outlines strategy and methodology, impact on revenue and time required to conduct the segmentation and launch the campaigns.

Don McNichol, Director, Ecommerce, Intermix

Advanced Strategies
4:00-4:30pm
Overcoming Legal and Compliance Obstacles in Email Marketing

Internal corporate tension invariably arises from the need to send out a specified volume of email that complies with corporate policy and applicable law. Get practical advice on taking the key steps necessary to launch high-volume campaigns while mitigating the risk to your corporate (and personal) reputation.

Current Case Studies
4:00-4:30pm
Best Practices in Low-Budget Email Marketing

Effective email marketing can be done with a small budget and a tiny staff by employing proven principles of list development, process management, message development and segmentation. Hear first-hand how an industry veteran applied years of experience in marketing tactics and strategy as he took the helm at a nimble growth company. Tools and processes will be examined within the context of ongoing initiatives.

Barry Stamos, CEO, Luxury Index

Advanced Strategies
4:30-5:00pm
Addressing Consumer Privacy and Security Concerns in Email Marketing

Despite a decline in reported identity theft and the fact that the overall amount of spam is relatively small and continues to decrease, consumers’ concerns are on the rise. This session will delve deeper into understanding consumers’ concerns, reveal opportunities to increase consumers’ confidence in email and demonstrate successful tactics being employed by some of the top email marketers. Learn how phishing and other threats are impacting consumer behavior and how CAN-SPAM is affecting security and privacy in email. Benchmark your own security measures against those currently used by the top email marketers.

Pam McHugh, President, Comparemedia

Current Case Studies
4:30-5:00pm
Email Marketing and Brand Management

Email marketing can serve as an important vehicle for brand management and extension, but it is also fraught with risk if your infrastructure, processes or messaging is erratic. Take a unique look at the critical role email marketing plays in strengthening your brand and reputation.  Gain real-world advice for strengthening your brand by maximizing deliverability, improving your messaging and developing consistent killer creative

Tuesday, March 17, 2009
Breakout Sessions
Two Tracks: Advanced Strategies and Current Case Studies

7:30-9:00am
Networking Breakfast

Advanced Strategies
9:00-9:30am
Email and Landing Page Optimization

This critical presentation is for email marketers who need to increase their confidence in the effectiveness of their email and landing pages. Gain a solid understanding of how sound testing methodology will create emails that drive site traffic as well as landing pages that drive conversions and repeat business.

Michael McCurdy, CRM Director, TheLadders.com

Current Case Studies
9:00-9:30am
User Generated Content in Email Newsletters for Enhanced Engagement

Here’s proof that you don’t have to outsource to produce innovative newsletters.  Olympus America shares a newsletter strategy which makes effective use of user involvement. The "Capture it All Newsletter," which prominently features user-submitted photos, technical questions and voting has become extremely popular with readers. The user-photo gallery has received much attention within the company. Get inspired to tap into the creativity within your own organization and spread the excitement to your customers.

Jim Harper, Interactive Marketing Analyst, Olympus America

Advanced Strategies
9:30-10:00am
Creating an Email Control Group to Justify Initiatives and Expenditures

Few interactive marketers are ecstatic about their ability to deliver meaningful and timely marketing messages. However, when time is scarce, budgets are tight and single channel campaign management solutions are already integrated and delivering ROI, marketers are hard pressed to change the status quo. In this thought-provoking session, E-LOAN offers a glimpse into an email control group which allowed their organization to make more confident  decisions about the scope, direction and long-term goals of their email program.

Siara Nazir, Director Offline/Online and Customer Retention Marketing, E-LOAN

Current Case Studies
9:30-10:00am
Implementing Customized Email Alerts to Boost Revenue and Lower Costs

HP highlights an award-winning program that was in development for over five years.  The speaker will share details on the strategic implementation of  proactive email notifications sent to millions of Enterprise and SMB customers worldwide. Customers subscribe/customize their alerts by product and operating system, receiving emails as available, weekly, and/or monthly with links to the related support web pages. These emails substantially reduced costs by shifting support from call centers to the web, driving traffic to hp.com and demonstrating an increase in revenue by including non-intrusive, dynamic and targeted sales promotions. Get actionable advice on the procedures and multiple potential benefits of ongoing proactive customer notifications

Daryl Nielson, Worldwide Email Manager, Hewlett Packard

Advanced Strategies
10:00-10:30am
Top Tips for Running an Email RFP

The process of running an Email RFP can be time consuming and frustrating – with the vast number of email service providers out there, the varying services available and difficulty associated with switching from a current provider makes this an important decision. Gain some insight into how to narrow the field, what to look for and common pitfalls of the RFP process from someone who has had the opportunity to work an RFP from the client side and the provider side. You will walk away armed with the right approach and right questions to ask – as well as a sample RFP to use the next time you are ready to tackle this task.

Kara Trivunovic, The Email Advisor LLC

Current Case Studies
10:00-10:30am
The New Microsoft Comic Strip: Innovating Content and Design that Resonates in Business Marketing

Microsoft Office Live Small Business (MOSLB) is breaking through the clutter to reach small business owners with “Tips to take your business online with from Margie.” MOLSB is launching a comic strip featuring a typical small business “Margie’s Travel” in both direct email and newsletter content to intrigue small business to learn more about how an actual small business uses the Microsoft Office Live Small Business services. Hear how “Margie’s Travel” heightened awareness of six Microsoft products, increased landing page views and caused incremental sign-ups from small business customers.

Karen Dayan, Senior Marketing Manager, Microsoft

10:30-11:00am
Break

Advanced Strategies
11:00-11:30am
Managing an Email Marketing Program through Dynamic Times

The presenter offers an inside view of the evolution of Sprint’s email marketing program following the Sprint/Nextel merger in 2005. There were tremendous shifts in strategy, creative, targeting and branding. Email marketing evolved from a marketing tactic to a standalone channel. Don’t miss this unique opportunity to analyze the drivers and the effects of these changes which are broadly applicable to anyone managing a changing program or managing email marketing through organizational changes.

Roshni Cox, Group Manager, Email and SMS Programs, Sprint

Current Case Studies
11:00-11:30am
Mobile Email Marketing Case Study

How do your customers and prospects interact with emails received on a mobile device?  Which messages will be read and digested? Which messages will generate solid marketing leads through their content and rendering? Get the know-how necessary to take advantage of the opportunities presented by mobile email marketing.

Advanced Strategies
11:30am-12:00pm
Launching and Managing International Email Marketing Initiatives

To remain competitive in a global economy, marketers must be well versed in international culture, regulation and competitive conditions. Email marketers must also carefully consider the infrastructure and organizational requirements necessary to establish campaigns in nations and regions where they haven’t been previously. This session builds on extensive MarketingSherpa research and will allow you to build a framework for entry into markets around the world.

Sergio Balegno, Senior Analyst, MarketingSherpa

Current Case Studies
11:30am-12:00pm
Combining Email with SMS and Instant Messaging to Optimize Customer Contact

As a provider of sub-prime auto loans, Drive Financial needed to make better use of all channels available to them to send messages to recipients about their account. Email alerts were employed as an economic alternative to outbound calling. Drive Financial now uses a variety of new technologies and mediums that took their email program to the next level. Using newer channels such as SMS and online chat, Drive Financial is having great success enhancing their bottom line. The email list grew from 50,000 to more than 263,000 after establishing an online portal and capturing information over the phone. Now, with thousands of secure online chats and SMS opt-ins, the company is communicating much more effectively and frequently with grateful customers.

Will Stacy, Director of Marketing, Santander Consumer USA

Advanced Strategies
12:00-12:30pm
International Email Marketing Case Study TBD

Current Case Studies
12:00-12:30pm
Email and Word of Mouth Marketing

Word of mouth marketing may have more “buzz” than email marketing, but savvy marketers will have the foresight to use them in tandem for the best results. The case study is based on a highly effective campaign for Dreamfields Pasta that uses both marketing methods in a strategy that cleverly targets business audiences as well as consumers. Build your email lists as well as an army of evangelists who are ready to spread the word for you. Get the hard stats and lessons learned from a program in its second full year in play. Results are applicable to a wide range of products and services.

Dan Heimbrock, President and CEO, Hyperdrive Interactive

12:30-2:00pm
Networking Lunch

General Sessions

2:00-3:00pm
Long Live Email: Enabling the Continued Success of Web 2.0 Marketing

Social networks will continue to be an engine for retention and brand extension and it is an engine that will be fueled by email marketing. Panelists discuss the use of segmented and targeted email campaigns that are used in conjunction with blogs, podcasts, widgets, surveys and other tools. Your customers are going to trust other customers more than they trust any one-way push on a marketing message. Here’s how to use email to start the conversations that will be essential to your continued marketing success.

Michael Kilgore, VP, Marketing, Tampa Bay Performing Arts Center
Shelli Johnson, Owner/CEO, Yellowstone International
Grace Lee, Senior Manger, Lifecycle Marketing, eHarmony.com

3:00-4:00pm
Strategies for the Long-Term Care and Feeding of an Email Database

Your email list is an asset that must be protected and nurtured in order to optimize marketing programs. Hear tips for building opt-in lists and selling executive management on a comprehensive data overhaul to include web development, product registration, data storage and data access and analytics. Gain practical tips to increase the size and value of your database and turn it into a valuable business tool for months and years to come.

Kathy Henry, Group Director, Strategic Community and Audience Development, United Business Media

Moderator: Stefan Tornquist, Research Director, MarketingSherpa

 

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MarketingSherpa's Email Summit ‘09