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.

2:00 PM - 2:45 PM

How do you know if your e-mail campaign is successful?

Ben Chestnut, Co-founder, MailChimp

Linda Thames, Director of E-Commerce, Ross-Simons

When it comes to setting e-mail campaign goals, metrics are all over the place. Some are set too high and others too low, some are based on sales, others are based on conversion rates and still others are based on combinations of open rates, click-through rates and sales. This session will help retailers understand how to: set goals, identify which metrics are more important than others, balance all the elements when constructing goals and test goals to make sure they are viable and valuable. It will also look at who is responsible for setting and achieving goals.