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Email Marketing Workshop And Certification Program

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Saturday, October 9
Part I, 10:00am-12:30pm
Part II, 2:00pm-4:30pm

Sunday, October 10
Part III, 9:00am-11:15am
Part IV, 1:00-2:25pm

This exciting and informative two-day workshop and certification program provides marketers with the education, best practices, strategies, and techniques they need to ensure that their email marketing programs achieve maximum success and are appropriately integrated into the multi-channel marketing mix today’s companies depend on for increased revenue and brand equity. The course is appropriate for marketers of all levels and supplements the general curriculum with vertical and category specific content.

Each workshop module breaks down into several parts and includes case studies and strategies that will help you achieve your marketing goals. Attendees that complete the two day workshop will receive a certificate of completion.

Part I: Email Bootcamp
Designed for all levels of email marketers, this basic training session will review the fundamentals of email that everyone needs to acquire, retain, and build loyalty and win back customer relationships. It begins with best practices and ends by introducing more advanced topics that will be delivered later in the course.

• The Email Marketing Lifecycle in a multichannel world, and A-Z email strategy and best practices review from acquisition and new member welcome programs to optimization techniques and ways to win back the fish that got away
• Setting and achieving goals testing & measurement rules

 

Speakers:

	Joel Book, Director of eMarketing, Exact Target
	Stephanie Miller, VP, Market Development Expertise, ReturnPath
	Jason Oates, VP of Media Services, Datran Media

 

Part II: The Holy Grail – Database Management
This essential module will provide marketers with best practices and strategies to maximize the value of their most important asset—their member databases.

Learning Points:

• Building an active and engaged email file
• Win-back campaigns and re-engagement
• Email and social marketing
• Monetizing your database

Speakers:

	Austin Bliss, President and Co-Founder, FreshAddress
	Jason Oates, VP of Media Services, Datran Media
	Stephanie Miller, VP, Market Development Expertise, ReturnPath

 

Part III: Let’s Get Creative
Focusing on helping attendees execute on all elements of creative performance from content strategy to segmentation, this module will walk through the essentials of creative strategy and design, subject lines, landing pages, and other optimization techniques. This module is rich with case studies and includes an interactive and fun portion in which the instructors will lead a game-show like review of campaigns that we are all familiar with and why some of them succeed and others fail!

Speakers:

	Lisa Harmon, Principal, Smith-Harmon
	Jason Oates, VP of Media Services, Datran Media
	Stephanie Miller, VP, Market Development Expertise, ReturnPath

 

Part IV: Deliverability, Compliance and Trust – Your Brand Equity, Consumer Commitment, and the Law
This myth-busting, fact-filled deliverability and compliance session will provide attendees with everything they need to know to protect their brand, earn the loyalty and respect of their customers, comply with laws, and get IN the in-box.

Learning Points:

• Your brand and consumer trust
• Compliance
• Sender Reputation – The Key for Inbox Placement
• Compliance and Permission Practices Around the World

Speakers:

	Todd Boullion, President, UnsubCentral
	Rick Buck, Director of e-Media & Privacy/ISP Relations, e-Dialog
	Dennis Dayman, Chief Privacy Officer, Eloqua
	Michelle Pelletier, Senior Director of Professional Services, ReturnPath

 

Closing: Now What?
Now, you know what to do…How will you do it? Build, Buy, Partner, and Other Evaluations

Speaker:

David Baker, Vice President of CRM Solutions, Razorfish