Sept. 8th 1:15 pm - 2:15 pm
David Daniels, Daniels Vice President and Research Director, JupiterResearch
Joe Devine, Deliverability Specialist, Listrak
Ken Takahashi, VP of Global Channels, Return Path
Deliverability remains the number one challenge to email marketers. That is why the first three sessions in the technical track discuss what email marketers can do to overcome these issues. The first session, Factors that Impact Deliverability, shows participants how to brand their emails properly so ISPs recognize that they were sent from legitimate, reputable senders. The panel will discuss in detail the importance of using a dedicated IP Address as well as using the correct Domain Alias, Media Domain, Bounce Domain, and other header settings so both ISPs and recipients recognize your messages. The right settings will greatly increase campaign delivery, so it is important to understand the right way to brand messages.
Sept. 8th 2:30 pm - 3:30 pm
Austin Bliss, President, FreshAddress
Want to launch an effective email marketing campaign but don't have all the email addresses you need? In this session, you will learn the fundamentals of collecting the email addresses of your contacts and customers, and how to be sure the addresses are accurate. You'll also learn about the best ways to grow your lists, the pros and cons of email appending, and the correct way to handle bounces to ensure your reputation remains intact and deliverability issues are kept to a minimum. Accurate data helps you maintain an engaged audience as time goes by, and this session outlines what you can do to be sure you have the best data possible.
Sept. 8th 4:00 pm - 5:00 pm
Ray Everett-Church, Director of Policy, Habeas
While marketers focus heavily on consumers' perceptions of their corporate identity and the value of their brand names, many fail to consider the impact that their company's online reputation has on both. Many companies have huge consumer goodwill built up through years of investments in their brands and their overall marketplace reputation, but even a century's worth of stellar corporate reputation doesn't entitle anyone to reach a consumer's email inbox. Because poor online reputation can be fatal to an email strategy, many companies are turning to an array of new technologies, best practices, and service offerings to help manage a company's online reputation. This session will look at the current state of email authentication technologies, how email senders and receivers are utilizing accreditation services and certifications processes to make better decisions about email, and to protect their investments in their online brands.
Sept. 9th 8:30 am - 9:30 am
Ken Takahashi, Vice President, Global Channels
Legitimate, permissioned email still often ends up blocked from subscribers’ inboxes. How do ISPs assess email and how can you improve your reputation to get to the inbox every time? Find out how your sender reputation affects inbox placement and how subscribers view your email.
Sept. 9th 10:00 am - 11:00 am
Justin Weiss, Digital Policy Group
For many email marketers CAN-SPAM feels like old news, and compliance has become relatively straightforward. However, for certain business models deciding who is a “sender” can be a real challenge, particularly in scenarios where a single email will contain multiple advertisements from different companies. For others, deciding how to manage a “forward-to-a-friend” campaign that is CAN-SPAM compliant raises unique concerns. For campaigns sent to European recipients– what may be required of marketers that use cookies or web beacons associated with email they deliver? In this session participants will explore each of these scenarios in light of the definitions offered by CAN-SPAM, FTC staff in proposed regulations and advisory letters, EU data protection guidance and emerging best practices.
Sept. 9th 11:15 am - 12:15 am
Chris Felpel, Integration Specialist, Listrak
Today, it is more important than ever to integrate email marketing with other programs, such as ERP, CRM, and online stores. Doing so provides additional knowledge and insight into customers so email marketers may create emails that are even more relevant, timely, and targeted. This in turn increases customer response and ROI. In this session, Chris will discuss: typical uses and real examples of Listrak’s APIs, as well as integration best practices, pitfalls, and challenges posed with integrating existing databases and applications with external services. APIs enable users to transfer data securely between systems so email marketers may build strong, preference-based email lists quickly and easily, and Chris will show the participants how easily they may accomplish this.
Sept. 9th 1:30 am - 2:30 pm
Ross Kramer, CEO, Listrak
Brent Shroyer, Director of Product Development, Listrak
Keith Brown, Vertex Internet
Event triggered messaging is a great way to automate delivery of targeted email messages to the right recipients at the right time. However, setting up the campaigns at the different customer touch points is a daunting task, which is why many organizations have yet to embrace this technology. Ross and Keith will discuss the benefits of event triggered messaging and will show participants how they may easily get started with the technology by implementing simple campaigns that have huge impacts on their bottom line in both time savings and customer responses. This session is best suited for participants with a background in IT, but even non-technical users will gain insight on how they can implement event triggered messaging into their email marketing mix.