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Agenda* - Monday, November 18, 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 - E-mail Marketing From Spam to Steak
The e-mail marketing landscape spans from the unsolicited, unwanted and
increasingly unlawful e-mail junk mail we call spam to highly relevant,
targeted and personalized communications that we enjoy receiving from our
favorite companies. How can you ensure that your company ends up on the
right side of this spectrum? It's easy, argues e-mail marketing pioneer and
bestselling author Hans-Peter Brondmo. Just think of every e-mail sent as an
opportunity to service your customer. Think about what they want to receive,
not what you want to send.
Hans-Peter will take us through the tightly interconnected three dimensions
that define the e-mail marketing landscape. First, we have the practical
dimension: How to think about the unique nature of e-mail as a communications
and marketing vehicle, optimizing its use through the careful management of
customer data. Second, there is the regulatory dimension: What legal
constraints do e-mail marketers operate under today, and what can we expect
to come out of D.C. Third, we have the technological dimension: What can
marketers accomplish with today's technology, and what upcoming developments
will enable us to better use (and safeguard) customer data so that both
sender and recipient are happy.
Hans Peter Brøndmo, Digital Impact Fellow
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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 |
Write 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
Bob Bly, Copywriter & Consultant
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| 11:30am - 12:20pm |
Hitting Your Target With E-Mail Newsletters
How can you create an email newsletter that converts more prospective customers, increases their lifetime value, and leads to additional customer acquistions through 'word of mouse'? This session will help you understand the steps involved inlaunching an e-newsletter program. You'll hear about the different types of e-newsletters - ranging from a 'Conversion Curriculum' to an ongoing brand builder. You'll discuss what works and get answers to your email questions. And you'll hear a case study on the multiple email programs launched by a Fortune 500 company and how they've each helped the bottom line.
Jordan Berke, Director of Strategic Services, Beyond Interactive
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| 12:30pm - 2:00pm |
Lunch Break / Visit Exhibit Hall
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| 2:00pm - 3:00pm |
Professional Services E-Mail Marketing: Sales, Awareness & Branding
E-mail is an effective tool for selling services in addition to products. See examples of how e-mail is being used in financial services, health care, transportation and engineering.
Moderator:
Al DiGuido, Chief Executive Officer, Bigfoot Interactive
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| 3:00pm - 3:30pm |
Afternoon Break
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| 3:30pm - 4:30pm |
Increasing Response With Rich Media
Rich, streaming, WAP, SMS and Flash. They can turbo-charge your message and dramatically increase response. Learn how, and see examples of how rich media has been successfully used in e-mail campaigns. Where does rich media work - and where doesn't it? Find out in this session.
Moderator:
Pamela Parker, Managing Editor, ClickZ
Panelists:
Sasha Pave, VP Technical Design, Carat Interactive's Lot21 Studios
Eric Stablow, VP Professional Services, Avalon Digital Marketing Systems
Russ Shaw, Business Development Manager, MobularTechnologies
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| 4:30pm - 6:00pm |
Networking Cocktail Reception
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| 6:00pm |
Exhibit Hall Closes
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PRODUCTION TRACK
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| 10:30am - 11:20am |
Lists - Building & Acquiring
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
Michael Mayor, President & COO, PostMasterDirect
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| 11:30am - 12:30pm |
Successfully Managing Lists = Successfully Managing Relationships
Starting a e-mail newsletter seems easy: create your content, build a list and send it out. 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.
Steve Smith, Founder, President and CEO, MindShare Design
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| 12:30pm - 2:00pm |
Lunch Break / Visit Exhibit Hall
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| 2:00pm - 3:00pm |
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, Associate, Howe Strategic
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| 3:00pm - 3:30pm |
Afternoon Break
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| 3:30pm - 4:30pm |
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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| 4:30pm - 6:00pm |
Networking Cocktail Reception
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| 6:00pm |
Exhibit Hall Closes
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For information or complete details on exhibiting or any sponsorship opportunity please contact Patrick McSharry at emailstrategies@jupitermedia.com or (203) 662-2951.
Registration questions please contact our Registration Department at
registration@jupitermedia.com or (203) 662-2857.
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