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News Release from: Direct Marketing Association | Subject: Email Marketing Conference
Edited by the Marketingservicestalk Editorial
Team on 21 May 2008
DMA to run Email Marketing Conference
The Direct Marketing Association is running a conference on 5 June entitled Customer focused email - marketing to people not lists.
In 2007 email marketing volumes overtook traditional print direct marketing for the first time Whatever sector you work in email marketing is a powerful tool to reach your customers and promote your message and brand
This article was originally published on Marketingservicestalk on 26 Jun 2007 at 8.00am (UK)
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But are you maximising the advantage email can give you? With volumes set to continue rising, how can you ensure your email achieves its aims? At this conference you will gain essential knowledge on the latest trends and practices on identifying your customer, delivering your message, maximising click-through and measuring the response.
Course benefits include the following.
* Explore how to connect with your customers to maximise outcomes.
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* Gain a fundamental understanding of how to use data to achieve your objectives.
* Get real-life ideas of what works and what doesn't in email campaigns.
* Discover how to effectively measure your campaigns.
Delegates will receive a complimentary USB stick with all the presentations.
The conference takes place on Thursday 5 June 2008 from 9.00am - 4.30pm at London Zoo, Regents Park, NW1.
Cost: DMA Members Standard GBP295.00 (+ VAT); Charities/sole traders GBP250.75 (+ VAT); Non Members Standard GBP425.00 (+ VAT); Charities/sole traders GBP361.25 (+ VAT).
Agenda: 09.00 Registration and coffee.
09.30 Chair's welcome Jonathan Burston, Sales Director, CACI.
09.40 Panel discussion - Why being customer focused is so important? speakers from throughout the day.
10.10 Keynote presentation - How to focus on your subscribers: making a case for a new customer centric approach.
Are you suffering from diminishing returns, decreasing subscriber engagement, lower response, lower conversions, lack of engagement, increasing opt-outs, poor deliverability? In this session Stephanie Miller of Return Path will share with you why the days of mass broadcast may indeed be limited and how organisations can create a subscriber-centric approach.
She'll show you how to make a business case for doing it, ensuring senior management buy in, enabling you to create unique and powerful subscriber experiences - Stephanie Miller, Global Markets Catalyst, Return Path.
10.50 Coffee and networking.
11.20 Data for driving email marketing - Customers see registration forms as a transactional process, the more date they give, the more they will want in return.
This session examines how to collect, maintain, clean and grow your databease with the customer in mind - James Bunting, Head of Client Services, Communicator Corporation.
11.40 Segmentation and targeting: how to speak directly to your customers - In order to connect with your customers, every single element of every single email you send, from subject line to content, links and call to action, must be compelling and engaging.
Get tips and real life ideas for stepping up your own email marketing through segmentation and targeting - Denise Cox, Newsletter Specialist, Newsweaver.
12.10 Relevance in email - If you work in email marketing, you constantly hear that everything has to be relevant, but what exactly does that mean? Relevant email is keyed to a recipient's location, interests, attributes, behaviours and other important factors that drive attention and response.
Relevance increases email productivity (improving conversions, revenue and profit) as well as customer engagement.
Achieving relevance, however, is not simple.
In this session Simone Barratt discusses how to create a framework which increases relevance based on customer data, targeting tactics, marketing expertise, process, workflow, and of course technology - Simone Barratt, Managing Director EMEA, e-Dialog.
12.40 Lunch and pass to the zoo.
14.30 An eye-opening expose on 47 major e-retailers campaigns, and the lessons to be learned - dotMailer's Hitting the Mark report caused waves in the press this year.
An eye-opening study of email campaigns from 47 major e-retailer from Argos to Woolworths, the report pulled no punches.
Tink Taylor discusses the results - both surprising and revealing, and the valuable lessons to be learnt by every emarketeer - Tink Taylor, Business Development Director, dotMailer.
15.00 Frequency and timing "How often should I communicate with my customers and when is the best time to reach them?" Gone are the days when frequency and timing were dictated by the marketer.
Today's consumer wants messages that are relevant, personal, and timely.
This session will delve into the challenges of this new environment and discuss practical solutions for how to solve them - Skip Fidura, Email Partner, OgilvyOne Worldwide and Vice-Chair, Email Marketing Council, DMA.
15.30 Tea and networking.
15.50 Measurement - Metrics for understanding - Dela Quist, CEO, Alchemy Worx.
15.50 Questions and Chair's closing remarks.
16.30 Close of conference.
To book, phone Catherine Gibbon at the DMA.
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