MediaPost – Welcome To The Beginning Of Email Marketing Conference Season
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.
Want to check out the who’s who and what’s what of email marketing?
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