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Agenda* - Thursday, August 8, 2002
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Marketing Track
Production Track
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| 8:00am - 9:00am |
Registration
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| 9:00am - 10:00am |
Keynote: Tactics for Today, Strategies for Tomorrow
The pressure's on. You need to conceive, develop, create, execute and deliver your campaign ASAP. RappDigital's Vice President of Email Consulting, Ian Oxman, shares practical and actionable advice for developing successful email campaigns . What works today may not work tomorrow. Oxman will discuss the email marketing trends should you be watching -- and which you should ignore This keynote session will deliver expert insight and real solutions.
Ian Oxman, Vice President, E-mail Consulting, RappDigital
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| 10:00am - 10:30am |
Break / Exhibit Hall Opens
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MARKETING TRACK
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| 10:30am - 11:20am |
Newsletters: Marketing & CRM Strategies
E-mail newsletters enhanced customer relationships, create loyalty and brand awareness, attract new business and provide value without a hard sell. Learn to develop an e-mail newsletter that will create relationships with customers and prospects. See examples of what other companies are doing.
Anna Zornosa, President and CEO, Topica
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| 11:30am - 12:30pm |
Writing A Great Message
Distilled to its essence, every e-mail contains a message. Here's how to write one that is clear, simple, persuasive -- and will sell. Topics to be covered include:
What to say at key points
How to say it for maximum impact
Which voice works best for your company
Nick Usborne, Consultant, www.nickusborne.com and Moderator, I-Copywriting
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| 12:30pm - 1:30pm |
Lunch Break / Visit Exhibit Hall
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| 1:30pm - 2:20pm |
Beyond Direct: E-mail Brand Building
Web advertising moved away from click-through as the sole success metric, and so is e-mail. How effective is e-mail branding? Can you use e-mail to build relationships and loyalty? Create brand advertising around e-mail newsletters. Learn how to measure e-mail brand building and see case studies from major advertisers.
Jeffrey Graham, Vice President of Client Development, Dynamic Logic
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| 2:30pm - 3:20pm |
Case Studies: E-Mail Campaigns That Work
Unless you receive it or someone forwards it to you, e-mail marketing can be difficult to track. You can't tune in and watch like you can with commercials, or pick it up at the newsstand. See the best of what's out there with a panel of experts who will show and tell how they are using e-mail campaigns to meet marketing challenges.
Moderator:
Heidi Anderson, ClickZ "Email Case Studies" columnist
Panelists:
Clint Kaiser, Founding Partner, Blue Ink Solutions
Dave Kleinberg, Digital Impact
Neil Marshall, Vice President of Business Development, H2F Media
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| 3:30pm - 4:00pm |
Afternoon Break
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| 4:00pm - 5:30pm |
Spam, Permission & Privacy
The more you know about Spam, the less likely you are to be accused of being a spammer. In this session, you'll learn all you need to know about e-mail etiquette, identifying e-mail police and how to follow news about e-mail ethics. Find out why users revolt so vociferously against Spam, what anti-Spam organizations you need to be aware of, what is MAPS and why you should care. This session will save you future headaches - and legal fees!
Panelists:
Dan Birchall, Executive Director, SpamCon.org
Julian Haight, Owner/Operator, SpamCop
Brian Huseman, Attorney, Federal Trade Commission
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| 5:30pm - 6:30pm |
Networking Cocktail Reception
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PRODUCTION TRACK
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| 10:30am - 11:20am |
E-Mail Lists: Implementation, Acquisition & Management
Learn how to evaluate a list; assess buying vs. renting; ensure lists are permission-based, build your own house list and about 'appending' to lists. Topics to be covered include:
- Using your Web site and e-mail newsletter to grow your list
- Barter and ad deals with publishers
- Cross-media list building
- Assessing the value of your list members
How do you grow your list while maintaining a positive membership experience? Learn what veteran e-mail list owners know about managing lists successfully and keeping customers satisfied.
John Buckman, CEO and Founder, Lyris Technologies, Inc.
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| 11:30am - 12:30pm |
In-House vs. Outsourcing Technology & Services
Have you thought about bringing operations in-house, but are unsure of the next steps? Or do you want to handle some tasks and entrust the rest to a vendor? In this session you will learn what solution works for your e-mail needs: in-house, vendor or a combination of both. What components can you outsource? Which ones should you outsource? How much will it cost? How do you find the best vendor for your needs? If you choose multiple vendors, how can you ensure they will work in harmony? If you have been unsure about your e-mail operations, this session will answer all your questions.
Edward Grossman, Director of E-Newsletter Publishing, INT Media Group
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| 12:30pm - 1:30pm |
Lunch Break / Visit Exhibit Hall
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| 1:30pm - 2:20pm |
Testing Campaigns to Maximize Efficiency & Effectiveness
Testing e-mail campaigns is an integral step to identifying the key variables that drive consumers to purchase your service or product. In this session, you'll see real-world examples of how Microsoft tests e-mail campaigns and learn how to utilize testing to maximize your own revenue opportunities.
Mark Sakalosky, Vice President of Marketing Strategy, MarketSmart Technologies
Steve Tingiris, President, MarketSmart Technologies
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| 2:30pm - 3:20pm |
ROI Metrics
Now that you've acquired your e-mail list and sent out your e-mail message, what are your results? How do you know if it was a success? What are your next steps? In this session, you'll learn how to maximize e-mail effectiveness using customer response data and the power this information can unlock throughout your organization
Bryan Eisenberg, Chief Information Officer, Future Now Inc.
Jeffery Eisenberg, Founder, Future Now Inc.
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| 3:30pm - 4:00pm |
Afternoon Break
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| 4:00pm - 5:30pm |
Spam, Permission & Privacy
The more you know about Spam, the less likely you are to be accused of being a spammer. In this session, you'll learn all you need to know about e-mail etiquette, identifying e-mail police and how to follow news about e-mail ethics. Find out why users revolt so vociferously against Spam, what anti-Spam organizations you need to be aware of, what is MAPS and why you should care. This session will save you future headaches - and legal fees!
Panelists:
Dan Birchall, Executive Director, SpamCon.org
Julian Haight, Owner/Operator, SpamCop
Brian Huseman, Attorney, Federal Trade Commission
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| 5:30pm - 6:30pm |
Networking Cocktail Reception
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| * This agenda subject to change |
For information or complete details on exhibiting or any sponsorship opportunity,
please contact Patrick McSharry at emailstrategies@internet.com or (203) 662-2951.
Registration questions please contact our Registration Department at
registration@internet.com or (203) 662-2857.
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