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.

1:00 PM - 2:00 PM

Why and how to segment your e-mail marketing list

Neil Kjeldsen, Vice President, E-Commerce, PerriconeMD.com

Arthur Middleton Hughes, Senior Strategist, e-Dialog

The holy grail of e-mail marketing is a segmented list that allows retailers to send highly targeted offers. But segmenting takes deep analysis, constant testing and never-ending adjusting of the list. This session will walk retailers through how to: identify appropriate segments, find out enough about customers to segment a list, create messages that appeal to different segments, make sure customers continue to belong in the segment to which they are assigned, and test segments to ensure they are the right segments. It will also look at how to compute the value of segmenting a list, weighing the costs and efforts of creating segments against the immediate returns and lifetime value of customers in the segments.