Forrester: - Making Leaders Successful Every Day

Event Overview

Email marketing is a cost-effective way, especially in a recession, for marketers to establish valuable, interactive relationships with their customers. But spam, phishing, and overcrowded inboxes are making it hard for marketers to keep their emails relevant. This Workshop helps marketers make their email efforts successful by making the most of their budgets. They need to focus on when and how to use email, designing best practices, list-building, and metrics. Specific exercises teach marketers how to evaluate their email campaigns against internal goals and industry best practices.

Interactive learning sessions. Sessions on consumer attitudes and behaviors toward email, campaign design, email acquisition best practices, email delivery and spam legistlation, email measurement, and email vendor selection and management teach you how to make the most of your marketing mix.

Forrester's email evaluation tool. Learn to use Forrester's email evaluation tool for an in-depth look at your email and changes to be made. Also receive feedback on one of your emails by a Forrester analyst.

Marketing best practices. Discuss with Forrester analysts and peers effective ways to maximize your marketing budget in a recession, connect email to your marketing mix, and build relationships with key subscriber groups.

Who Should Attend?

This Workshop is relevant for both B2C and B2B marketers. Appropriate attendees include:

• Marketing managers or directors who oversee the development and execution of email programs. These candidates have program-level responsibilities and may be looking for help selecting or managing their email service provider and/or executable ways to improve campaign performance and results.
• Marketing VPs who are establishing their company's overall marketing strategy and want to understand how to best leverage email as a vital piece of an integrated marketing or CRM strategy.
• Account managers or directors at marketing services firms who want to understand how to make emails effective for their clients.

Why Attend?

• Email inboxes are growing ever-more crowded, and consumers are getting more selective about the emails they subscribe to and read.
• Poorly executed email marketing programs can tarnish your brand and destroy valuable customer relationships.
• Share, learn, and network with other attendees and Forrester analysts; this includes a wine and cheese reception after the Workshop.