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.

11:15 AM - 12:00 PM

Waking up dormant customers with e-mail

Andrea Gulli, Vice-President of E-Commerce, New York & Company

Dave Hendricks, Executive Vice President of Operations, Datran Media

More than 80% of e-mail recipients are unresponsive to offers, never opening the e-mail, even from retailers from whom they have made purchases. Keeping dormant customers on a list hoping they will open the e-mail and purchase only drives costs up and can damage a retailer's reputation with inbox providers. This session will outline methods for winning customers back and increasing their lifetime value. It will include how to reach dormant customers through demographic and behavioral targeting and how user-specific content and message timing can prompt customers to open and buy. It will feature real-life examples from companies who have returned dormant customers to the buyers file.