November 3, 2009 |
| 8:30 a.m.-9:00 a.m. |
Breakfast Reception
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| 9:00 a.m.-9:30 a.m. |
Introduction And Expectations
|
| 9:30 a.m.-10:15 a.m. |
Why And When Email Works
- Guiding principles for successful email marketing
- Understanding your consumers' email tolerance
- The role of email within social media
|
| 10:15 a.m.-11:00 a.m. |
The Art And Science Of Name Acquisition
- Determining best sources of new email customers
- Maximizing name acquisition on your site
- Convincing current customers to join an email program
- Identifying your optimal list size
- Calculating the value of an email address
|
| 11:00 a.m.-11:15 a.m. |
Break
|
| 11:15 a.m.-12:15 p.m. |
Designing Compelling Campaigns
- Segmenting and targeting best practices
- Formatting messages for optimal impact
- Testing and tinkering to maximize success
|
| 12:15 p.m.-1:00 p.m. |
Lunch
|
| 1:00 p.m.-2:15 p.m. |
Group Exercise: Improving Email Effectiveness
- Understanding the Forrester email evaluation tool
- Breakout session: Participants critique and provide suggestions on their specific email campaigns
|
| 2:15 p.m.-2:45 p.m. |
Getting Email Delivered
- Understanding the barriers to email delivery
- Monitoring delivery effectiveness
- Comparing certified email to other approaches
|
| 2:45 p.m.-3:15 p.m. |
Measuring Your Email Results
- Identifying ways to measure email programs historically
- Tools for calculating email value:
- The ROI of an email effort
- The cost of bad email
|
| 3:15 p.m.-3:30 p.m. |
Break
|
| 3:30 p.m.-4:30 p.m. |
Exploring Emerging Email Marketing Trends
- Maximizing email in a down economy
- Using email with social and mobile campaigns
- Integrating email to improve channel effectiveness
|
| 4:30 p.m.-4:45 p.m. |
Wrap-Up
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The Road Map For Email Marketing Success
David Daniels, Forrester, Speaker
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