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MarketingSherpa's Email Summit '09

Agenda for

Email Summit �09
Email Messaging Optimization Workshop
Landing Page Optimization Workshop

Saturday, March 14, 2009		Landing Page Optimization Workshop
Time	Session		Speaker
9am�5:30pm	Landing Page Optimization Workshop		Dr. Flint McGlaughlin, Director, MECLABS Group Jimmy Ellis, Director of Optimization Research, MarketingExperiments Aaron Rosenthal, Director of Channels Research. MarketingExperiments
Sunday, March 15, 2009		Email Messaging Optimization Workshop
Time	Session		Speaker
7:30am�7pm	Attendee Check�In; Receive promotional items sponsored by Silverpop
7:30am�9am	Networking Breakfast
9-11am	Email Marketing Certification		Dr. Flint McGlaughlin, Director, MECLABS Group Jimmy Ellis, Director of Optimization Research, MarketingExperiments Aaron Rosenthal, Director of Channels Research. MarketingExperiments
11-11:30am	Break
11:30am-12:45pm	Email Marketing Certification		Dr. Flint McGlaughlin, Director, MECLABS Group Jimmy Ellis, Director of Optimization Research, MarketingExperiments Aaron Rosenthal, Director of Channels Research. MarketingExperiments
12:45pm-2pm	Lunch
2pm-3:30pm	Email Marketing Certification		Dr. Flint McGlaughlin, Director, MECLABS Group Jimmy Ellis, Director of Optimization Research, MarketingExperiments Aaron Rosenthal, Director of Channels Research. MarketingExperiments
3:30-4pm	Break
4-5:15pm	Email Marketing Certification		Dr. Flint McGlaughlin, Director, MECLABS Group Jimmy Ellis, Director of Optimization Research, MarketingExperiments Aaron Rosenthal, Director of Channels Research. MarketingExperiments
5:15-7pm	Opening Night Cocktails on Expo Floor and Attendee Check�In
Monday, March 16, 2009		Email Summit General Sessions
Time	Session		Speaker
7�8:45am	Networking Breakfast and Registration
8:45�9:15am	Research Update		Stefan Tornquist, Research Director, MarketingSherpa
9:15-10:00am	Landing Page Optimization Case Studies		Dr. Flint McGlaughlin, Director, MECLABS Group
10:00-10:45am	Featured Case Studies: Targeting and Messaging Strategies that Effect Behavior		Rok Hrastnik, Internet Director, Studio Moderna Heather Marsh, Director of Customer Information, Johnston & Murphy
10:45am�11:15am	Break
11:15am�12pm	Email Awards		Presented by ExactTarget
12�1:30pm	Lunch
Track	Time	Session	Speaker
Advanced Strategies	1:30�2:00pm	Applying Artificial Intelligence to Email Optimization	T. Scott Clendaniel, Senior Consultant, The Modeling Agency
Current Case Studies	1:30�2:00pm	Combining List � and Trigger-Based Campaigns to Fully Leverage Your Database	John Heidrich, Senior Marketing Manager, Allstate; Joe Nettum, Senior Manager of Marketing, Allstate
Advanced Strategies	2:00�2:30pm	Integrating Email and Web Analytics Data to Boost Conversion Rates	Matthew Kritzer, Director of Ecommerce, L'Occitane en Provence
Current Case Studies	2:00�2:30pm	Revamping Email Design to Improve Results	Marc Majers, Manager of Web Development, Information Technology, The Cleveland Institute of Art
Advanced Strategies	2:30�3:00pm	Proven Techniques for Effective Post-Click Personalization	Larry Swing, CEO, Mrswing.com
Current Case Studies	2:30�3:00pm	NFL Case Study: Using Multi-Channel Marketing to Recover Email Address	Sean Donahue, Senior Reporter, MarketingSherpa
3�3:30pm	Break
Advanced Strategies	3:30-4:00pm	What Works in Multivariate Testing: Sound Methodology for Reliable Results	Jerry Cobb, VP Marketing & Communications, Kolbe Corp
Current Case Studies	3:30-4:00pm	Getting the Right Promotion to the Right Customer Segment	Don McNichol, Ecommerce Director, Intermix
Advanced Strategies	4:00pm-4:30pm	Overcoming Legal and Compliance Obstacles in Email Marketing	Brian Benenhaley, Counsel, Internet Law Center
Current Case Studies	4:00pm-4:30pm	Best Practices in Email Marketing on a Low Budget	Jeremy Farber, President and Founder, PC Recycler
Advanced Strategies	4:30pm-5:00pm	Addressing Consumer Privacy and Security Concerns in Email Marketing	Pam McHugh, President, Mintel Comperemedia
Current Case Studies	4:30pm-5:00pm	Email Marketing and Brand Management	Karen Talavera, President, Synchronicity Marketing
6�9:00pm	Gala Party � Bongo�s Cafe sponsored by ExactTarget
Tuesday, March 17, 2009
Time	Session		Speaker
7:30�9:00am	Networking Breakfast
Advanced Strategies	9:00-9:30am	Email and Landing Page Optimization	Michael McCurdy, Director-CRM, TheLadders.com
Current Case Studies	9:00-9:30am	User Generated Content within Email Newsletters for Enhanced Engagement	Jim Harper, Interactive Marketing Analyst, Olympus Corporation of the Americas
Advanced Strategies	9:30-10:00am	Creating an Email Control Group to Justify Initiatives and Manage Expenditures	Siara Nazir, Director of Customer Acquisition and Retention ,E-LOAN
Current Case Studies	9:30-10:00am	Reinventing AARP's Newletter: Methodologies and Learnings From a Successful Transition	Brooks Bell, President, Brooks Bell Interactive
Advanced Strategies	10:00-10:30am	Top Tips for Running an Email RFP	Kara Trivunovic, Founder & Principal, The Email Advisor
Current Case Studies	10:00-10:30am	The New Microsoft Comic Strip: Innovating Content and Design that Resonates in Business Marketing	Karen Dayan, Senior Marketing Manager, Microsoft Office Live Small Business
10:30�11:00am	Break
Advanced Strategies	11:00-11:30am	Managing an Email Marketing Program Through Dynamic Times	Roshni Cox, Group Manager Email & SMS Program, Sprint
Current Case Studies	11:00-11:30am	Mobile Email Marketing Case Study	Dan Flanegan, CEO, Brand Anywhere
Advanced Strategies	11:30-12:00pm	Launching and Managing International Email Marketing Initiatives	Sergio Balegno, Senior Analyst, MarketingSherpa
Current Case Studies	11:30-12:00pm	Combining Email with SMS and Instant Messaging to Optimize Customer Contact	Will Stacy IV, Director of Marketing, Santander Consumer USA / Drive
Advanced Strategies	12:00-12:30pm	International Case Study: Epson's Strategy for European Email Marketing	Uwe-Michael Sinn, Managing Director, rabbit eMarketing Kaiserstr
Current Case Studies	12:00-12:30pm	Email and Word of Mouth Marketing	Dan Heimbrock, President/CEO, Hyperdrive Interactive
12:30�2:00pm	Networking Lunch
2:00�2:45pm	Strategies for the Long-Term Care and Feeding of an Email Database		Kathy Henry, Group Director, Strategic Community & Audience Development, United Business Media; Andrew K. Eklund, CEO, CICERON
2:45�3:45pm	Long Live Email: Enabling the Continued Success of Social Media Marketing		Michael Kilgore, VP Marketing, TBPAC; TBD
3:45�4:00pm	Top Five Takeaways and Closing Remarks		MarketingSherpa

Monday, March 16, 2009

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

8:45�9:15am
Research Update A timely snapshot of strategies and techniques that are delivering results for email marketers in today�s volatile business climate.
Stefan Tornquist, Research Director, MarketingSherpa

9:15�10:00am
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, MarketingExperiments

10�10:45am
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

10:45�11:15am
Break

11:15am�12:00pm
Email Awards Presented by ExactTarget

12:00�1:30pm
Networking Lunch

Advanced Strategies 1:30-2:00pm in Trianon
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 in Versailles
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 Manager of Marketing, Allstate Insurance Company

Advanced Strategies 2:00-2:30pm in Trianon
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.
Matthew Kritzer, Director of Ecommerce, L�Occitane en Provence

Current Case Studies 2:00-2:30pm in Versailles
Revamping Email Design and Processes to Improve Results
After consolidating their email marketing systems, the Cleveland Institute of Art developed a new process that strengthened their external communications. Hear how the marketing team was able to reduce cost, ensure consistency, increase delivery, improve the creative, hone email messaging and ultimately drive more traffic to their website. Engage in a case study from the Cleveland Institute of Art and see how you can improve your emails in the clutter of Web 2.0.
Marc Majers, Manager of Web Development, Information Technology, The Cleveland Institute of Art

Advanced Strategies 2:30-3:00pm in Trianon
Proven Techniques for Effective Post-Click Personalization
This current case study provides results and lessons learned from email campaigns with a focus on optimizing content based on the �wisdom of the masses.� Learn to make smart decisions about offers and messaging based on interaction with your customers. Gain new strategies for creating a more compelling experience for your customers as you move them through the conversion cycle.
Larry Swing, CEO, Mrswing.com

Current Case Studies 2:30-3:00pm in Versailles
NFL Case Study: Using Multi-Channel Marketing to Recover Email Addresses
Get the play-by-play on this 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.
Sean Donahue, Senior Reporter, MarketingSherpa on behalf of the National Football League

3:00�3:30PM
Break Sponsored by Blue Sky Factory

Advanced Strategies 3:30-4:00pm in Trianon
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 in Versailles
Getting the Right Promotion to the Right Customer Segment
Intermix �a women�s apparel retail chain � reveals the success achieved through their adoption of automated segmentation in email marketing campaigns. By segmenting based on customer engagement, Intermix was able to cost-effectively increase multi-channel direct revenue and decrease costs including lowering discounts by 40%. This case study outlines strategy and methodology, impact on revenue and time required to conduct the segmentation and launch the campaigns.
Don McNichol, Ecommerce Director, Intermix

Advanced Strategies 4:00-4:30pm in Trianon
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.
Brian Benenhaley, Counsel, Internet Law Center

Current Case Studies 4:00-4:30pm in Versailles
Best Practices in Email Marketing on a Low Budget
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 entrepreneur manages email marketing projects while executing an ambitious strategy for corporate growth. Tools and processes will be examined within the context of ongoing initiatives.
Jeremy Farber, CEO, PC Recycler

Advanced Strategies 4:30-5:00pm in Trianon
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, Mintel Comperemedia

Current Case Studies 4:30-5:00pm in Versailles
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.
Karen Talavera, President, Synchronicity Marketing

Tuesday, March 17, 2009

7:30-9:00am
Networking Breakfast

Advanced Strategies 9:00-9:30am in Trianon
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 in Versailles
User Generated Content within 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 Corporation of the Americas

Advanced Strategies 9:30-10:00am in Trianon
Creating an Email Control Group to Justify Initiatives and Manage 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 in Versailles
Reinventing AARP�s Newsletter: Methodologies and Learnings from a Successful Transition
A year ago, AARP�s �Webletter� Email program was stagnant. Click-through and open-rates were lackluster and it was clear that a transformation was necessary. One of AARP�s leading marketing agencies provides an inside look at an attack strategy to reinvigorate the newsletter with a focus on segmentation, test planning and list hygiene. Learn the specific changes in content and creative that propelled the Webletter to a new level of success.
Brooks Bell, President, Brooks Bell Interactive

Advanced Strategies 10:00-10:30am in Trianon
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, Founder & Principal, The Email Advisor LLC

Current Case Studies 10:00-10:30am in Versailles
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 Office Live Small Business

10:30-11:00am
Break

Advanced Strategies 11:00-11:30am in Trianon
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 in Versailles
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.
Dan Flanegan, CEO, Brand Anywhere

Advanced Strategies 11:30am-12:00pm in Trianon
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 in Versailles
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 IV, Director of Marketing, Santander Consumer USA/ Drive

Advanced Strategies 12:00-12:30pm in Trianon
International Case Study: Epson�s Strategy for European Email Marketing
Your European email marketing initiatives must account for 25 countries, 16 languages, 12 character sets and multiple protocols surrounding permission and deliverability. This Epson case study puts insights into action by addressing the strategic and operational challenges faced by those marketers who are managing campaigns that reach across the continent. Gain tips to streamline complex tasks related to translation, copywriting, reply tools and compliance challenges inherent in spreading your message across borders and cultures.
Uwe-Michael Sinn, Managing Director, rabbit eMarketing Kaiserstr

Current Case Studies 12:00-12:30pm in Versailles
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 Session 2:00-2:45pm in the Grand Ballroom
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 effectively managing data to support corporate marketing mandates and ease operational burdens. 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
Andrew Ecklund, CEO, Ciceron
Moderator: Stefan Tornquist, Research Director, MarketingSherpa

General Session 2:45-3:45pm in the Grand Ballroom
Long Live Email: Enabling the Continued Success of Social 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
TBD
Moderator: Sergio Balegno, Senior Analyst, MarketingSherpa

General Session 3:45-4:00pm in the Grand Ballroom
Top Five Takeaways and Closing Remarks
MarketingSherpa

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MarketingSherpa's Email Summit '09