DAY ONE
8:45am– General Session
Research Keynote
This presentation will reveal results from in-depth survey of 1,210 marketers with hands-on Email experience and provide critical insight into improving the odds of your Emails being noticed and read as well as valuable information to help you allocate and justify your Email marketing budget.
Stefan Tornquist, Research Director, MarketingSherpa
9:15am – General Session
Office Politics and Email Policy
Navigating political minefields is nothing new for Email program managers, but has anyone really come up with an operating model that effectively addresses all internal obstacles surrounding best practices? Who gets access to the database and under what circumstances? How do you maintain consistency in email content when your messages may originate from many different departments within the organization? Who’s approving all of the copy? Gain expert perspectives from the B-B, B-C and publishing worlds and exert the influence necessary to manage budgets and lists as well as email messaging and frequency.
Nicole Fowler, Interactive Marketing Specialist, Playground/Intrawest Group
Jennifer Rash, Senior Email Marketing Specialist, Sage Software
Joe Slepski, Senior Manager, Central Email Deployment, Reed Business Information
Moderator: Tim Actee, Research Writer, MarketingSherpa
10:30am – General Session
Relevancy Case Studies: Sending Email that Inspires Action
Four featured case studies will provide real-world answers for the question that is always on the mind of every email marketer: How do I increase response rates, revenue and customer satisfaction? Panelists will address re-opt-in campaigns, response channel tests, segmentation, and strategies for emailing customers who are increasingly sophisticated consumers of digital content.
Sarah Nelson, Senior Strategies, 500lb Marketing Solutions
Annette Promes, Director Email Marketing, Expedia
Kimberley Talbot, Senior Group Manager WW Relationship Marketing, Adobe Systems
Uwe-Michael Sinn, Managing Director, Rabbit eMarketing
Breakout Sessions
I – B-to-B
II – Advanced Strategies
III – Operations
1:30pm
I -B-to-B Research Update
The MarketingSherpa team has compiled and updated B-to-B research findings following the recent B-to-B Summit. We’ll present the most relevant and timely information based on what you have asked for.
II - Successes and Pitfalls: Lessons from Dell’s Email and Landing Page Testing and Optimization
This is a can’t-miss presentation for business marketers who are under pressure to produce big results in a short time period. Learn what worked, what didn’t work and why.
Liz Brown, Marketing Communications, Dell
III - Managing the Vendor Selection Process
Is your software outdated? Following last year’s Email Summit, the Quadrant Software team realized they needed to explore new Email marketing software solutions. Get the blow-by-blow on how they went about selecting and evaluating solutions for both email and lead scoring, as well as the role that the Quadrant sales organization played in deciding on a vendor. This process-focused presentation is sure to elicit discussion from marketers and vendors alike.
Daniel Kuperman, Director of Marketing, Quadrant Software
2:00pm
I - Response Rate Testing: Putting a Face with a Name
Who’s my sales rep? Thompson Compumark tested the importance of this question by using agent photos in newsletter marketing. By measuring the effect of photos against a control group, they came up with some compelling results including a 40% increase in click activity and an increased likelihood that a user would click twice. Learn the specifics and apply directly to your own testing and email campaigns.
Dave Wieneke, Manager for Interactive Marketing
II - Testing Format and Content to Boost Response Rates
Workshare has doubled sales conversions by writing personal emails that come from an individual rather than a corporation. Email format and content tests were critical in determining that customers appreciated long-form, highly personalized copy and that they prefer text to html. Gain insight into how the testing was conducted and uncover other customer preferences which were counterintuitive and previously unknown.
Tara Zanecki, Director, Online Sales Channel, Workshare
III- A Proven Procedure for Changing Vendors
You’ve decided to change vendors, have gone through the RFP process and are ready to make the switch. How do you effect a smooth transaction and keep operational headaches to an absolute minimum? Hear first-hand how LiveNation, with a database of over 16 million active records coordinated the process of switching vendors to support “On the way to 1 Billion - Live Nation Rocks e-mail.”
Bob Frady, VP Direct Marketing LiveNation
2:45pm
I - The Rapid Rise of the Un-Newsletter
Don’t miss the dramatic before-and-after story of ISITE Design’s content-rich and widely read ISITE Insight email newsletter. Learn how to crack the code for creating an e-newsletter that enthralls, entertains and enlightens clients and non-clients alike by going against the grain (and instincts) of most other B2B newsletters. This case study will show how this unique newsletter helped increase the subscriber list, dramatically improve open rates, and generate new revenue. Don’t miss the chance to learn how to effectively use the “soft-sell,” more personal approach to interactive communications with clients and prospects via your newsletter
Jeff Cramm, Managing Director and Co-Founder ISITE Design
II - Advanced Testing: Targeting and Creative
This presentation is packed with statistics garnered from multiple tests involving email marketing for Intuit products including QuickBooks, Quicken and TurboTax. Intuit’s intense testing of subject lines, segmentation and creative have resulted in a number of successful formats and strategies. Learn how and when to use simple text or breathtaking creative through the analysis of several “control” winners that are very different in their message, style and appeal.
Randall Huff, Senior Marketing Manager, Intuit
III - Managing and Integrating Multiple Vendors
Learn how two heads can be better than one when it comes to vendors. This highly practical presentation addresses the failures, successes and surprises associated with the use two vendors to support an integrated system for Email marketing optimization. Cold Stone Creamery will share results on using an integrated system to improve efficiencies and develop more sophisticated communication to 1.6 million subscribers. This forward-looking case-study also examines a future plan for utilizing the system to streamline email marketing to increase customer loyalty
Cori Mozilo, Interactive Marketing Manager, Cold Stone Creamery
3:15pm
I - Building High-Performance Newsletters through Intelligent Content Selection
This case study will focus on how to affect positive change in your newsletter results through small changes in content and strategy. Discussion will include results of the successful effort of the Business Technology Group at CMP to revitalize its e-mail newsletter programs with a selected template re-design and with better selection of content, headlines, and subject lines. With just a few simple re-calibrations the click-through rate for group newsletters jumped from 4.9% to 7% in just three months. This is an important session for those marketers that need to get results in a hurry.
Stephen Wellman, Editorial Director of Email Newsletters, CMP Technology
II - Using Triggered Campaigns for Targeted Messaging
When the Boston Celtics missed the playoffs during the 2005-2006 season, their marketing team was challenged with driving ticket sales for the 2006-2007 year in the face of a challenging selling environment. The Celtics responded by developing a highly-targeted email campaign which allowed them to identify key demographic/behavioral clusters and customize offers appropriately. Further customized offers were developed and presented following an analysis of click-through behavior which identified near-buyers. The Celtics executive in charge of sales and marketing presenter provides an overview of the campaign strategy and implementation, as well as results and next steps.
Matt Griffin, Director, Sales and Marketing Operations, Boston Celtics
III - Effective Strategies for Mobile Email Marketing
Your emails are being read by people on their Blackberries and other mobile devices. Regardless of whether you are marketing to business or consumers, you need to know how to optimize open rates and created messages that will inspire action when your market is on the run. This session goes beyond discussions of tweaking landing pages, and will offer attendees a new level of understanding about what works and why.
Jeremy Wright, Global Director, Mobile Brand Strategy, Nokia
3:45pm
I - Nurturing the Lead: Messaging and Frequency Planning
Learn how National Instruments has developed targeted, automated email marketing programs designed to nurture leads and contacts. Presenters will detail how they qualify leads gained via their website, tradeshows, and other marketing activities, and convert them to sale via an online sales transaction or through a direct sales channel. Before and after case studies will focus on developing multi-touch pipelines aligned with a specific campaign’s sales objective.
Rosanna Picillo, Senior Direct Marketing Program Manager, National Instruments
Shelly Smith, Program Manager, National Instruments
II - Newsletter Before and After: Layout, Content and Copy.
BlueGreen Resorts experienced a satisfying up-tick in CTR by giving their owners’ update newsletter a serious makeover. This monthly email and corresponding landing page, which is sent out to a base of 170,000 users, was evaluated for its content, layout and copy and revamped. Attendees will get insights into the reasoning, execution and results of this newsletter transformation.
Anjie Moin, Online Services Manager, BlueGreen Corporation
III- Serving Up Dynamic Content for Increased Loyalty and Lower Costs
Want to get more bang for your buck in your email campaigns? Learn to establish and manage a dynamic content program that will strengthen ties with customers and reduce the frequency of ineffective email messages. Get answers to your questions including prototyping and testing, key performance indicators and critical elements of an effective email “wire-framing” process.
Marc Constantineau, Manager, eCRM, Air Canada
4:15pm
I - B-to-B Segmentation Strategies and Procedures
NorthStar, a leading provider of software to financial institutions and advisors describes lessons learned and best practices for undertaking an advanced solutions-based campaign. This exclusive case study will be of particular interest to firms with limited internal resources. NorthStar is a recent Software 500 winner and has been recognized as one of the fastest growing companies under $10M.
Vicki Morris, Vice President of Marketing, NorthStar
II - Advanced Testing Case Studies: Part II
Get a glimpse into Microsoft’s email campaigns and gain an understanding of strategic considerations necessary to execute in accordance with corporate marketing objectives. The speaker provides insight into the development and refinement of Email copy, landing pages, offers and list management as they relate to current customer acquisition methods.
Sudhir Diddee, Microsoft
III - Information Security Procedures and Privacy Protection
Eli Lilly is under a consent decree due to an email blunder which occurred a few years back. Get a first-hand account of lessons learned on protecting privacy of opt-ins and information security. Learn how Lilly developed standard operating procedures to avoid risk, maintain CAN SPAM compliance, and meet the expectations of customers and prospects.
Michele Dow, Associate Marketing Consultant, Eli Lilly
4:45pm
I - Inventing Must-Read Content for B-to-B Newsletters
Attend this case study presentation to develop a sound strategy for developing B-to-B newsletter content. This session will delve into the competitive marketing, research, editorial selection, production, project management, tracking and measurement associated with a recent eNewsletter launch that generated a 13% CTR and a 40% open rate.
Robin Anna Pernice, Vice President, Product Segment Marketing JPMorgan Chase
II - Conversation Starters: Engaging Customers and Prospects Through Microtargeting
How do you initiate talk? Get your customers and prospects involved and invested in providing feedback. The presenter shares five killer secrets that resulted in 90% open rates, five times the normal click-throughs and significant conversion activity. Don’t miss this one if you want to start an ongoing conversation with your customers. Have them treat you like a member of the family.
Jeff Greene, Coastal Federal Credit Union
III- Strategy and Procedures for Global Email Operation
For many B-to-B marketers, email marketing has become a global necessity. Despite the obvious challenges of language, local law and time-zones, global email marketers must plan and execute an email marketing strategy that delivers the right information to the right audience while maintaining consistent branding and messaging across continents and cultures. Focus will be on regional and country segmentation, an explanation of global roles vs. local roles, and the process followed for planning, executing and measuring email campaigns.
Jeff Kosiorek, Senior Manger, Corporate Communications, TAC
DAY 2
Breakout Sessions
I – B-to-B
II – Advanced Strategies
III – Operations
9:00am
I - Launching and Managing Global Email Campaigns
This case study will look at the organizational requirements of managing a global email marketing organization. The focus will be on central management of multiple databases, multinational concerns about legal and privacy issues, and the complexities of dealing with intercontinental office politics
Sam Pederson, Senior Program Manager, Global Online Marketing, Sun Microsystems
II - New Proprietary Study: How Consumers Interact with Email
Mintel Comperemedia has commissioned a pair of proprietary behavioral studies that examines how consumers generally manage their email accounts and what motivates them to open and respond to email marketing campaigns. These findings will be supported by real-life examples of email campaigns. Learn what types of emails consumers prefer to receive, how consumers manage their email accounts and how often consumers prefer to receive email communications
Carmen Curran, Senior Email Analyst, Mintel International
III - Email Deliverability: The Battle to the Inbox
Hear top tips on navigating the tricky maze of ISP relationships, e-mail watchdog groups and other obstacles to having your email messages successfully reach our inboxes. What are the steps necessary to pinpoint your biggest obstacles to deliverability and what will be required to overcome them?
Arend Henderson, Vice President, Analytics, Q Interactive
9:45am
I - Testing and Segmentation Strategies of a Chinese Weekly
This case study shows how to segment and test various designs and copy to insure positive results by highlighting the success of ChinaHospitalityNews.com, a trade news website. Learn the differences between Chinese and foreign email clients and webmail services, and identify some of the pitfalls some marketers face when emailing to Chinese-language audience.
Danny Levinson, CEO, XZ List
II - Deploying Video Emagazines to Enhance Engagement
With the emergence of video solutions, companies across industries must embrace next generation marketing in order to effectively communicate with target audiences. See and hear how InterContinental Hotels Group created video e-magazines with the use of relevant content to drive the ultimate sale. The e-magazine has provided a platform to continually improve the sustainability and effectiveness of communication. Attend this one to bring your customer engagement and brand marketing experiences to the next level. Prepare to be “wowed.”
Ken Bott, Director, Global Consumer Marketing, InterContinental Hotels Group
III - A Good Reputation Delivers Huge ROI
Publishers Clearing House, one the most recognizable consumer brands in the United States, has built a solid operation around email marketing as a primary channel in the context of multi-channel strategy. This case study will focus on how PCH is generating significant return on investment from email reputation management practices and tools. Marketers will gain a good understanding of critical issues including the use of a strong compliance policy, best practices and partner standards as a business enabler.
Sal Tripi, Director of Operations and Compliance, Publishers Clearing House
10:45am
I - Creative and Viral Components of Careerbuilder.com’s Refer-a-Friend Program
This session offers proven techniques for expanding a user base of B-to-B customers who are typically not impulse buyers. Learn how to develop and deliver a message so that it will be received and acted upon by busy customers and prospects. The core of Careerbuilder’s marketing strategy is involved in keeping prospects engaged regardless of whether they are in or out of market. Attend this new case study presentation to gain and keep the attention of the most discerning of your target market.
Michael DeHaven, eCommerce Marketing Manager, Careerbuilder.com
II - Email and Complex Partnership Marketing Campaigns
Liberty Travel recently established partnerships with TheKnot.com and David's Bridal to promote honeymoon travel to couples that are soon to be married. The result of the partnership was Wedding Countdown, a complex triggered messaging campaign that deploys honeymoon-related messages over an 8-12 month period to couples based on their wedding date. The program generated a stream of leads for Liberty and resulting sales yielded higher than average profits. This case study describes the creative and underlying technology utilized for this program, including the results of creative changes. Discussion will also include the challenges and pitfalls of doing offline acquisition of e-mail addresses.
Jason Steele, Director E-commerce, Liberty Travel
III - Data Enrichment and Synchronization Strategies
Unilever Belgium is responsible for international brands including Dove, Knorr and Boursin. To support these brands, the marketing team is actively engaged in data enrichment, data synchronization, data-mining and identifying most valuable users (MVU). The presenter provides an overview of the team’s strategy and the role of the email channel in multiple database integration, content segmentation, message creation and lifecycle management.
Michon van Doorn, CRM Manager, Unilever Belgium
11:15am
I - Revisiting Email Survey Strategy to Optimize Results
This presentation examines lessons learned from an ongoing effort by PTC to collect feedback from VP-level decision makers from global companies. PTC is utilizing a market perception survey conducted on a worldwide basis to over 30,000 recipients. Hear about the survey’s objectives, how it was developed, and key messages gleaned from results to date.
Erin Sheehan, Enterprise Marketing Program Manager, Parametric Technology Corporation
II - Utilizing Mobile Messaging for Heightened Engagement
Here’s a hot promotion targeting an extremely active, young and mobile demographic. Hear how Fanscape used triggered text messaging and a partnership with a hip urban artist (Pretty Ricky) to gain registrations for a mobile messaging application. The promotion gained momentum through distribution channels including the Pretty Ricky website, newsletter, MySpace community and street team. Get the specifics of the campaign’s goals and execution plan and apply to your next consumer promotion.
Terry Dry, Fanscape
III - Affiliate Seeding Technologies in Acquisition Marketing
TaxBrain will provide an inside look at the integration of compliance and affiliate seeding technologies required to take advantage of email acquisition marketing. Hear about key elements of the ultimate campaign from the point of integration to the ultimate success metrics that were generated.
Craig Petz, Vice President, Marketing, TaxBrain
11:45am
I - Email Strategies to Increase Event Attendance
Gain a step-by-step outline of how to boost event attendance through segmented and highly targeted emailing. Learn how to utilize high-impact graphics and determine what the effect will be on CTR, and about the effectiveness of using more on Eflash content. Develop strategies for follow-up including personal email and outreach by phone. Specific case studies will show how to effectively use an Eflash campaign involving exhibitors and strategic partners to entice earlier, more immediate registrations. Discussion of segmented outreach initiatives that pair with print direct mail campaigns will be relevant to all serious B-to-B marketers.
Don Browne, Marketing Director – USA Operations, Tarsus Group
II - Critical Steps for Addressing Image Blocking
Image blocking got you down? The best solution to your image-blocking headaches may very well be a multi-faceted approach. Increase the probability that your emails will display as planned, but be sure to send emails that will still be effective when your images are suppressed. Hear how Dell addresses the issue to be certain that you are doing everything possible to address this pervasive problem.
Elias Haslanger, Consumer Email Marketing Manager, Dell
III - Conducting Smooth Email Testing Operations
This final session will review key considerations and procedures necessary to adjust your email campaigns for maximum impact. Gain practical advice on how to implement a testing strategy to best support your marketing goals.
Dr. Flint McGlaughlin, Director, MECLABS Group
2:00pm - General Session
Ideas Into Action: What We Learned at Email Summit ‘07
The 2007 Email Summit proved to be a great investment of time for Insurance.com, which operates two sites and sends approximately 80,000 emails per month. Hear how three individuals turned their program around as a direct result of their participation in the Summit. Areas of positive change included opt-out, list clean-up, testing email sequences, compliance, deliverability and rendering. Attend this session to get motivated.
Karen Imbrogno, Consumer Communications Manager, Insurance.com
Mark Majers, Senior Web Designer, Insurance.com
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MarketingSherpa’s 3rd Annual Email Summit
