IRCE 2009 Session Descriptions

Listed below is the individual session description. To view a speakers' bio simply click the links inside the session description.

Day Four—June 18, 2009: E-mail Marketing Workshop

Diving Deep Into E-mail Marketing
E-mail marketing is one of the most widely used forms of marketing, but many retailers have yet to take their programs to the next level of sophistication. Many are overlooking tactics and techniques that will boost open rates, click through rates and sales. This session will examine the advanced means that retailers can employ to make e-mail more effective.

9:15 AM - 10:15 AM

Creating e-mail content that motivates shoppers to click—and buy

Glenn Edelman, Vice President of Marketing, Wine Enthusiast Cos.

Mary Kathleen Sullivan, Senior Strategic Consultant, Responsys

From the subject line to the pitch to the graphics, every stage of an e-mail marketing message is crucial to creating the sale. But unlike direct mail, where decades of experience have created time-tested tactics that entice prospects to open the envelope, e-mail marketing is still working out standards. This session will address the elements of a successful e-mail: how to write subject lines that will compel recipients to open, what images work best in motivating consumers to click, how to make sure copy and images are working together, and what to do to guarantee your message gets through even if the recipient can’t see images or text. It will include real-life examples and tests of e-mail marketing campaigns.