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.

10:30 AM - 11:15 AM

Optimizing an e-mail acquisition strategy

Jamie Carney, President and CEO, Rugs Done Right Inc.

Mike Ferguson, Senior Vice President, SubscriberMail

With consumers' hypersensitivity over unwanted e-mail, retailers face a big challenge in growing their e-mail lists. Yet e-mail remains one of the lowest cost methods of increasing sales, so growth is essential. This session will discuss techniques that will help retailers grow their lists both organically and by paid lists, with emphasis on adding profitable names. In organic growth, our speakers will cover how to collect e-mail addresses at every customer touch point, how to encourage online shoppers to opt-in to an e-mail list, and other practices. In paid list development, our speakers will examine e-mail list rental practices and pitfalls, e-mail appends and other tactics.