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MediaPost – Welcome To The Beginning Of Email Marketing Conference Season


MediaPost – Welcome To The Beginning Of Email Marketing Conference Season


MediaPost - Welcome To The Beginning Of Email Marketing Conference Season

By: MediaPost

Ahh, it’s that time of year again. The time when we look at our travel schedules and realize that it is Email Marketing Conference Season! The season kicks off with MarketingSherpa and wraps with Media Post’s Email Insider Summit  — four months of immersing yourself in learning and innovating the email industry, one conference at a time!

Each of the conferences has a slightly different approach and value, but regardless of whether you plan to attend one, all, or some combination thereof, one thing is for sure — you need to be prepared to learn! Now, the lovely destinations of these events can sometimes make it difficult to get approval to attend (Vegas, Captiva Island, Hollywood, Fla. and so on); however, if you prepare a serious list of goals and objectives that you hope to attain while in attendance, it should make your life just a little bit easier (though selling Key Largo to my husband to attend MediaPost’s Social Media Insider Summit took some doing…).

Top Four Email Conference Take-away Goals for 2012

Given the industry topicality to date, I have prepared a start: the “Top Four Email Conference Take-away Goals for 2012.” What information should you really want to walk away with? Well, here ya go!

Measuring Attribution for the Email Channel
The conversations in 2012 are likely to drive directly toward multichannel marketing and channel integration, as they should. Email has lived in a silo for far too long — and asking questions about, and planning for, multichannel customer experiences is where we should be. That being said, in order to do this effectively you need to be able to properly attribute revenue to the various channels being leveraged. So while you are attending these conferences, be sure to ask: How are you measuring or attributing revenue to the email channel versus other channels in the marketing mix?

Channel Integration with the Email Channel
Coming this season to the Email Marketing Event Channel: “Integrated Marketing Communications.” How do you do this effectively? You will likely see a number of case studies about brands successfully integrating mobile, social and others with their email programs. The question of the hour here is “why?” Why did you integrate those specific channels with the email program, AND what is your definition of integrated? As you uncover the answers to these questions, you are better prepared to answer the various use case opportunities that will present internally — and you should have the necessary fodder to directionally advise the effort.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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