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Sophisticated & Relevant Email Marketing

Next-Level Database Segmentation & Sophisticated Targeting For Consistently
Engaging, Measurable & Personalised Email Campaigns

9 December 2008 | Grange City Hotel, Central London
www.emailcampaignconference.com

2 weeks left to book your place

08.30 Coffee & Registration

09.10 Chair’s Opening Remarks
Charlotte Robertson, Head of Marketing - Online Business Unit, Sky

09.15 Wake-Up Brainstorm

Personalise Your Email Content And Target Carefully Selected Data For E-Communications That Resonate With Your Audience And Achieve Maximum Open Rates

09.30 Personalise Your Campaigns With Bespoke Content That Heightens Open Rates And Conversions

 Examine the whole customer experience and create specific, tailored e-communications that respond to consumer preferences and encourage recipients to open, read and respond to your emails
 Website clicks, previous purchases, abandoned baskets, or offers? Explore next-level options for creating dynamic content and deliver sophisticated, personalised content that immediately engages your consumers
 How much is too much? Avoid over-using personalisation techniques that fatigue your audience and detract from the specificity of your communications Kirsty Montgomery, Senior International Email & Affiliate Marketing Manager, Hilton Hotels

10.05 Use Segmented Data Effectively To Ensure Highly Targeted Content Arrives In The Right Inboxes At The Right Time For Contact Strategy Excellence

 Manage different data to send personalised emails to a targeted and relevant selection of your database and ensure maximum response rates
 Decide how you want to interact with certain sections of your audience: what kind of communication will work best for whom?
 To what extent should you segment your data? At what point does segmentation become total separation? Assess the segments that will provide the most returns

Andrew Berks, Brand Communications Manager, easyJet

10.40 Develop The Relevance Of Your Email Communications To Build Long-Term Relationships And Significantly Increase ROI

 Develop relevance strategies that build long term relationships with your customers
 Get the most out of your customer data to deliver a highly personalised email experience
 Examine strategies that deliver relevant, personalised content

Sharon Head, VP Client Services Client Services, e-Dialog EMEA

11.00 Morning Coffee & Informal Networking

Content Focus: What Is The Latest Thinking On Copy And Content? Explore Best-Practice Options And Make Sure You’re Sending Emails That Your Audience Want To Receive

11.20 Content Best Practice One: Use The Latest Content Options Available To Maximise The Potential For Consumer Engagement In Your E-Communications

 Plain text or HTML? Given the choice, what do you audience prefer?
 Sizing, coding, layout, heavy text, no text, linking ideas, pdfs? Things have moved on since the simple text communication: create diverse and creative email campaigns that achieve a balance of interesting and informative
 Assess the impact of varied content on the open and response rates of your campaigns to set your strategy going forward

Nathaniel Ashford, Website and eCommunications Manager, ActionAid UK

11.55 Learn To Write Effective Copy And Adopt An Appropriate Tone That Fits With Your Brand Values And Inspires Consumer Confidence
What makes good copy? Work with your peers and establish what tone and text gets your emails read.
Dave Chaffey, Directo, Marketing Insights Limited
Sarah Taylor, E-Communications Executive, Group Aeroplan, owners of the Nectar Loyalty Programme

Data Focus: Employ Sophisticated Segmentation Strategies And Implement Innovative Techniques To Create A Large, Engaged Base Of Contacts Who Want To Receive Your Email Communications

12.20 Use Consumer Behavioural Trends To Ensure Targeted Communications That Provide Your Audience With Information That Responds To Their Needs

 Examine your audience’s behavioural trends and preferences and use their needs to give them information they want, when they want it, in the format that works for them
 Aside from basic demographics, what segmentation options are there? Transactional behaviour, query-strings, RFM, or abandoned baskets: explore the options and target your communications to maximise open rates
 Manage separate data sets and avoid over-emailing your customers

Jared Green, Senior Marketing Manager, eBay UK

13.05 Lunch

14.00 Wake-up Brainstorm

14.15 Hear How Toptable Have Implemented An Innovative Localisation Programme To Create A Broad Base Of Engaged Consumers That Want To Respond To Their Email Communications
 Get your audience onboard at the point of engagement: at the check-out, browsing your website or in response to promotional offers
 Use word of mouth techniques to ensure your users grow your lists for you
 Implement cutting-edge technology to keep data fresh, clean and expanding

Mat Braddy, Marketing Director, toptable.com

Measure The Success Of Your Campaigns And Convert Email Response Rates Into Increased Sales To Achieve Tangible And Demonstrable Results

14.50 Track And Measure Your Email Campaigns To Ensure That You Are Directing Your Time And Investment Where It Will Offer Most Returns
 Explore next-generation tools that will demonstrate the effectiveness of your email campaign. How far have your audience responded to your e-communications and how can you trace sales back to a particular email campaign?
 Interpret analytics and integrate results back into your campaigns to continually update and refresh your communications
 Subject fields, click-throughs, conversions: decide what information you want to test and avoid unnecessary costs and effort

Grant Baillie, Multi-Channel Customer Retention Manager, Argos

15.25 Ensure Tangible Returns From Your Email Campaigns And Explore Ways To Increase Conversions After Every Email Campaign
 Prioritise sales: attract and target consumers who have the potential to buy and avoid wasting communications on consumers who are not engaged
 Convert email response rates into increased sales: bridge the gap between interest in your messages and concrete financial returns
 Explore the use of emails as an extension of shop management: use your communications as a direct route to market

Carolyn Sims, Director of Marketing, Ticketmaster

16.00 Afternoon Refreshments & Informal Networking

Achieve Maximum Deliverability And Cut Through In An Increasingly Complex And Ever-Changing Technological World

16.20 EITHER Explore Next Level B2B Marketing Techniques OR Attend Our Email Marketing Surgery To Answer All Your Questions And Concerns

B2B Workshop
What are the specific challenges associated with B2B email marketing campaigns? Identify the differences and ensure that you are adopting the right tone and including the right information that will increase your business sales.

Brand Republic speaker to be announced
Question The Expert Panel And Share Experiences With Your Peers To Get To The Bottom Of The Following Email Marketing Issues:

 Data security: adhere to recent data security laws, ensure you are compliant and avoid embarrassing leaks of your customers’ information
 Opt-ins: what are the latest opt-in and opt-out rules and procedures? Ensure you are compliant with current legal legislation
 Working with agencies: what questions should you be asking and how much input should you have when it comes to outsourcing aspects of your email campaigns?
 Advances in technology: what’s changed when it comes to getting a campaign up and running and maximising personalisation and segmentation techniques?
 Rich media: what’s the impact of the latest technological advances on your email campaigns?
 Behavioural trends: if more people are unsubscribing, why? What can you do to pre-empt and account for shifts in your audience’s email activities

Claire Bending, Online Marketing Manager, Borders UK Ltd
James Milligan, Legal and Public Affairs Adviser, The Direct Marketing Association (UK) Ltd
Lawrence Merritt, Marketing Director, Photobox
Kevin Milnes, Head of E-commerce, National Express

17.00 SPAM Filters, Email Clients And Handheld Devices. Overcome The Latest Barriers To Deliverability Today And Ensure That Your Emails Get Through To Your Audience
 Ensure that emails get through filters and your brand does not get recognised as SPAM
 Gmail, hotmail, yahoo, earthlink: hear updates on the different requirements of the main clients and make sure you are constantly redressing your deliverability strategy
 Emails on the go: how are 21st century consumers reading their emails? Ensure that mobile consumers do not miss out on your email messages because they can’t open them

17.30 Chair’s Closing Remarks & Close Of Conference