Event Hours: Conference Hours: May 19: 9am - 6pm May 20: 9am - 3pm Expo Hall Hours: May 19: 10am - 6pm May 20: 10am - 2pm Hosted By: Analyst Sponsor: Association Sponsor: Event Public Relations:

Agenda* - Monday, May 19, 2003 Expo Hall Hours: 10am-6pm
Marketing Track    Production Track
8:00am - 9:00am	Registration
9:00am - 10:00am	Keynote: Accountability, or Eternal Spamnation? Will spam kill e - mail? The answer, according to bestselling author and ClickZ columnist Hans Peter Brøndmo, is a clear and resounding no. Spam is a "bug" in the e-mail system. While a complicated bug, it can and will be fixed. The fix will come at a cost, and require radical changes. Implications for marketers are profound. Now's the time to lay a foundation for that change. The future of customer marketing is becoming defined by the spam debate. It's best summarized in a single word: accountability. Marketers must step into the light and give individuals full control. If they don't, they soon won't be able to call them, won't be able to reach them on TV, won't be able to send them e-mail and may not even be able to send them good, old-fashioned mail. We can embrace a future of accountability and customer control (and rid the world of spam along the way), or resist and let the seedy underworld of deceptive and offensive marketing pave the way. The future of all customer marketing hangs in the balance. Brøndmo's keynote will focus on the interconnectedness of technology, best practices and legislation in laying a foundation for post-spam marketing. If you're concerned about getting your e-mail delivered in a future where a patchwork of legislation could increase the legal liability for a high volume emailer into the billions of dollars, or if you recently wondered whether the sheer volume of spam is simply going to drown out your messages, regardless of how many times you ask your customers to opt-in, you cannot afford to miss it. Speaker: Hans Peter Brøndmo, Digital Impact Fellow & ClickZ Columnist
10:00am - 10:30am	Break / Exhibit Hall Opens
MARKETING TRACK
10:30am - 11:30am	Beyond the Horizon: Trends & Forecasts A panel of distinguished e-mail marketers discuss (and debate) the future of e-mail marketing. They'll divulge strategies and tactics for achieving success in an increasingly competitive arena. Moderator: Jared Blank, Senior Analyst, Jupiter Research Panelists: Cyril Lemaire, Consulting Director, Euro RSCG Circle Sarah Lumbard, Director, Relationship and Loyalty Marketing, Washingtonpost.Newsweek Interactive Elaine O'Gorman, Publishing Manager, American Airlines Lisa Pernis, E-marketing Program Manager, Hewlett-Packard
11:30am - 12:30pm	E-Newsletters: Publishing = Marketing Want to avoid being just another interruption in your prospect's day, provide the content he wants, needs, and seeks out. Build and manage an e-newsletter that gets read (and passed along). Speaker: Kathleen Goodwin, CEO, iMakeNews
12:30pm - 2:00pm	Lunch Break / Visit Exhibit Hall
2:00pm - 3:00pm	Cut Through The Clutter Build a message — from subject line to salutation — that gets delivered, opened, seen and acted upon. Learn how to break through the many barriers, from Spam filters to overfilled inboxes, between you and your prospects. Speaker: Karen Gedney, Karen Gedney Communications, Inc.
3:00pm - 3:30pm	Afternoon Break
3:30pm - 4:30pm	Spam Panel The landscape is changing quickly. Roadblocks are going up fast. If it's not the ISPs, it's the spam filters, the e-mail clients, even the government. Catch up on the latest threats to legitimate e-mail marketing and learn how to overcome them. Moderator: Ben Isaacson, Principal, The Isaacson Group Speakers: Brian Huseman, Attorney, Federal Trade Commission Enrique Salem, CEO, Brightmail Brian Zwit, Director, Integrity Assurance, AOL
4:30pm - 6:00pm	Networking Cocktail Reception in the Exhibit Hall

PRODUCTION TRACK
10:30am - 11:30am	E-Mail Bootcamp Start right. A session for newbies, or those new to a particular aspect of e-mail marketing. Get a firm foundation in the basics before you delve into more sophisticated techniques. In this session, we'll go over the anatomy of an e-mail campaign. Lists, formats, metrics, testing, delivery, writing the message, setting and reaching your goals. Speakers: Bryan Eisenberg, Chief Information Officer, Future Now, Inc. Jeffery Eisenberg, Founder, Future Now, Inc.
11:30am - 12:30pm	E-Mail Lists: The Checklist Managing an e-mail list requires careful planning, regular maintenance and rigid discipline — whether your list's a newborn or a gangly adolescent. Buying or renting lists is an ever more delicate matter - is it 'clean?'. Learn to build, maintain grow and segment a quality list that will continue to deliver value; and what to look for if you're considering an outside list. Speaker: Michael Mayor, President & COO, PostMasterDirect
12:30pm - 2:00pm	Lunch Break / Visit Exhibit Hall
2:00pm - 3:00pm	In-House? Outsource? Both? Assessing E-Mail Vendors Whether just launching an e-mail program or re-evaluating your current structure, the right vendor and technology to handle your campaigns now and in the future is a critical choice. How do you assess your needs? What questions should you ask a vendor? What's important? Learn who outsources e-mail services for hundreds of e-newsletters and marketing campaigns. Speaker: Christopher Knight, Founder & CEO, EmailUniverse/Opt-INfluence
3:00pm - 3:30pm	Afternoon Break
3:30pm - 4:30pm	Spam Panel The landscape is changing quickly. Roadblocks are going up fast. If it's not the ISPs, it's the spam filters, the e-mail clients, even the government. Catch up on the latest threats to legitimate e-mail marketing and learn how to overcome them. Moderator: Ben Isaacson, Principal, The Isaacson Group Speakers: Brian Huseman, Attorney, Federal Trade Commission Enrique Salem, CEO, Brightmail Brian Zwit, Director, Integrity Assurance, AOL
4:30pm - 6:00pm	Networking Cocktail Reception in the Exhibit Hall

* This agenda subject to change Click Here for Day 2 Agenda