The evolution of email marketing, including advances in technology, the proliferation of communications channels in which to reach customers, as well as the onslaught of customer data, have changed the rules, opening up both a whole new set of opportunities as well as challenges for marketers. Through it all, email maintains its position at the core of the majority of marketing campaigns.Customers have high expectations in terms of what they want from marketers, when they want it and how it should be delivered. They expect message to cater to their particular interests and purchase patterns, and marketers need to heed that and respond in ways that are relevant to each customer. That entails a more integrated multichannel approach. No more soiled email efforts and no more batch and blast.
This one-day interactive event included two keynote events, as well as a series of sponsored sessions covering every facet of email marketing, including topics such as:
· how email marketers can manage the data deluge
· the most effective email retargeting strategies
· lifecycle and segmentation marketing tips and tricks
· pathways to personalized messages
· how to bridge social media and e-mail marketing
· creating a manageable content marketing approach
· combining reporting tools and web analytics to increase ROI
· managing preference centers for tailoring content and offers
In the morning keynote address, Jenn McMillen, VP of Loyalty and CRM at GameStop, examined the many ways a solid email marketing program can augment the entire customer shopping experience. Our keynote speaker shares expertise in driving online and store purchases with highly targeted emails, exclusive offers, and highly personalized customer communications. McMillen also delivered a vision for driving commerce through loyalty marketing communication strategies and the many ways in which email communications sent to loyalty program members can encourage repeat purchases and engender lasting, loyal customers while increasing share of wallet and multi-channel usage. She will also convey the wisdom gained overseeing CRM at GameStop order to provide you with the valuable insight needed to drive higher online conversions in 2012.
Optimizing E-mail For Mobile Customers To Increase ROI
Mobile email usage has increased exponentially, from 4% to 20% of email in the past two years, according to Campaign Monitor. As smartphone and tablet adoption continue to increase, mobile marketing will quickly become an essential part of the marketer toolkit and email marketing strategy will require mobile optimization. In the afternoon keynote panel, our email marketing and mobile experts will explore the reasons for implementing mobile optimization, specific strategies to execute, including tailoring messaging conducive to on-the-go recipients and targeting customers in real time, and how to measure results on the back-end, including examples.
It doesn't matter how much data you have if you don't integrate your data sets, says market researcher Matthias Hartmann.
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