Listed below is the individual Session Description, to view the bios of speakers for this session simply click the buttons at the bottom of the page.

2:15 - 3:45 p.m.
E-Mail Marketing: The Best Way to Target Your Marketing Message

Instructors:
Mark Friedman, Chief Digital Marketing Officer, Warnaco Inc.
Don Zeidler, Director of Direct Marketing, The W. Atlee Burpee Co.
Matt Seeley, Chief Executive Officer, CheetahMail

Introduction: One of the most effective and widely used marketing tools in an e-retailer's arsenal is e-mail marketing because of its unique ability to build long-term customer loyalty and to direct the right marketing pitch to the right customer. It is also an offshoot of direct marketing programs that traditional retailers and catalogers are familiar with. But despite its similarity to direct-mail marketing, e-mail marketing is a completely separate discipline with its own rules and best practices governing everything from frequency of mailing to size of message to contents of message. Handled correctly, it can pay big dividends. Handled poorly, it can destroy more relationships than it builds.

Workshop Content: This workshop will address the important issues surrounding the successful deployment of an e-mail marketing campaign. Attendees will learn how to:

  • Make your e-mail relevant to the recipient
  • Use e-mail to test offers and site designs
  • Segment your list in ways that will generate sales
  • Understand how often your base wants to receive e-mail
  • Use order confirmations and other interactions with your customers as effective marketing vehicles
  • Deal with spam filters
  • Write subject lines that boost open rates
  • Create content that encourages click-throughs
  • Make outside e-mail lists work
  • Make sure you're complying with the CAN-Spam law
  • Keep your list clean-and how a few bad addresses can kill large sections of your e-mail campaign
  • Integrate your e-mail database with the rest of your customer database-and keep it current
  • How RSS and other cutting edge technologies can be integrated into e-mail marketing programs—and how they will change those programs

About the Instructors: This workshop will be led by experts with considerable experience in e-mail marketing programs. Matt Seeley is Chief Executive Officer of e-mail marketing company CheetahMail. Founded in 1998, CheetahMail provides advanced e-mail marketing, web site analytics and advanced campaign solutions for such well known brands as J. Jill, The Wedding Channel, Brooks Brothers and National Geographic. Mark Friedman, Chief Digital Marketing Officer at Warnaco Inc., is an acknowledged expert in e-mail marketing who will detail how e-mail marketers can segment their lists, test subject lines and landing pages, tailor e-mail message content to produce optimum results and much more. For eight years, Don Zeidler, Director of Direct Marketing, The W. Atlee Burpee Co., has guided the web presence of Burpee Seeds. He began creating online content in 1994 and he remains passionate about the Internet°s core strength of connecting people and ideas.