Email Track

Email marketing is still a leader for a marketer's return on investment but cross-channel initiatives, consumption across devices and increased competition for your audiences' attention are raising the bar every day. The Email track will teach you the latest best practices and optimization techniques, including campaign ideas, content strategies, mobile vs. PC consumption, and social media's impact on email. Register now and gain access to all of the email marketing offerings during the conference and expo.

* All content is subject to change.


Conference Sessions

Level: Intermediate
Tuesday, February 12, 10:00am - 10:45am | Room 29B

From Information to Insights: Converting Data into Customer Intelligence

Speaker: Paul Rosario, Solutions Manager, Emailvision

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Data is the key to driving meaningful and relevant online conversations with your customers. Online marketers are constantly challenged to create more compelling and relevant messages, and this session will help them understand how effective use of customer data can help them achieve their goals. Join Paul Rosario to learn how using transactional and product data to create smarter customer segments can help fuel positive shifts in both reputation and sales and show the importance of sending the right message to the right person at the right time. In addition, you will learn how to put data at the heart of your campaigns to increase response rate, conversions, relevancy and return on investment. Through client case studies and real world examples, you will learn about the insights to help you reach the right customer with the right message at the right time.

Level: Intermediate
Wednesday, February 13, 10:00am - 10:45am | Room 29B

Heart or Head? The Duality of Emotion and Reason in Email Marketing

Speaker: Karen Talavera, President, Synchronicity Marketing

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What is it that predominantly affects your audience's willingness to respond to your email and how does knowing that drive higher open, click and conversion rates? Learn why *evoking emotion* is the key to provoking email response, then how to leverage emotion with reason to create lasting engagement and loyalty over time. Join Karen Talavera as she reveals the dual roles of emotion and intellect in generating interest, engagement and conversions, then presents tactics you can immediately apply for better email marketing results.

  1. Understand how, when in the process, and why to make emotionals vs. intellectual appeals for response in email marketing campaigns
  2. Gain insight into the two main types of emotional-marketing approaches and see how they look in email
  3. Learn the three essentials for getting better email response in any campaign
  4. See nine response-provoking creative and offer tactics you can immediately apply to your email (with examples of each)

Level: Introductory

Pivotal Moments—Dialog Trigger

Speaker: Beatrice Blatteis, Owner and Consultant, Blatteis Communications

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Identify the top communications you could deliver in an automated, set-it-and-forget-it manner that will most impact how much your customers love you and keep coming back. Join Beatrice Blatteis to learn which milestones and dialog opportunities with your customers will make or break the relationship and identify the highest value stages and milestones in your customers' consideration and buying process; from interest generation to a lifetime of repeat buying.

Level: Intermediate
Tuesday, February 12, 3:00pm - 3:45pm | Room 29B

Despite Social, Marketers' Love Affair with Email is Going Strong

Speaker: Dan Smith, Senior Vice President, ClickSquared

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A survey of 400 marketers reveals that email remains marketing's workhorse, with 67% using the channel email to reach consumers. However, only 37% know the value of subscribers. With 2.9 billion email accounts and 188 billion messages sent daily, how can marketers flirt with consumers to reach the 93% who check mail at least once per day? Join Dan Smith to learn how to improve results by embracing strategies that heighten email relevancy and improve timing. By doing so, you'll increase customer engagement and improve conversions.

Level: Intermediate
Wednesday, February 13, 4:00pm - 4:45pm | Room 29B

Email and Social Media: Your Marketing Go To Channels

Speaker: Rob Zazueta, Evangelist, VerticalResponse

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Despite the rumors and meteoric rise of social media in recent years, email marketing is far from becoming a lost art form. Instead, Facebook, Twitter, Google, LinkedIn, Pinterest and other social media platforms can provide serious momentum to an email campaign, and vice versa. In fact, the power of integrating email marketing and social media has still largely been untapped. But exactly how do you go about blending these two approaches? How do you take a good old-fashioned email campaign or list and turn up the social volume? Join Rob Zazueta to learn about real-life examples and tried-and-true tactics, and why your two new marketing go to channels can save you loads of time and generate big returns.