The document provides information about an email marketing conference called EEC 2012 that will take place February 22-24 in Hollywood, Florida. It lists some of the session topics and speakers, including a session by Loren McDonald from Silverpop about how SmartPak Equine uses lifecycle emails to engage customers at every step. The details about SmartPak's email program are provided, including that they send 40 unique transactional and lifecycle emails per day and 10+ promotional emails per month.

1. 2012 Email Evolution Conference Teaser Webinar #eec12 The webinar will start momentarily. Please stand by. (PSSTT, While you’re waiting, register for EEC 2012!)

2. Plug Into EEC12 Vivastream.com Connect with speakers, attendees, exhibitors and sponsors Create your own agenda for the show Select the topics you’re interested in and can help with Check out your Who to Know™ list Download the mobile app and check-into sessions and networking events Have questions for the speakers? Submit them via Vivastream! Sponsored by:

3. Welcome: EEC 2012 Kickoff Webinar Loren McDonald Silverpop Ali Swerdlow EEC Ryan Phelan BlueHornet Dennis Dayman Eloqua Jordan Cohen Pontiflex Seth Berman BabyCenter.com

4. The Details February 22-24 Hollywood, Florida Westin Diplomat Resort and Spa Registration open now and tickets are almost gone

5. Agenda Ali Swerdlow: Vivasteam Loren McDonald: How SmartPak Equine Uses Lifecycle Emails to Engage its Customers Every Step of the Way Seth Berman: The State of Email in an Interactive World Dennis Dayman: Deliverability & Compliance Roundtable Jordan Cohen: Integrated Lifecycle Marketing Pre-Conference Training Ryan Phelan: Email Marketing Trends for 2012

6. HOW SMARTPAK EQUINE USES LIFECYCLE EMAILS TO ENGAGE ITS CUSTOMERS EVERY STEP OF THE WAY EEC 2012: Loren McDonald, Thursday Feb 23 at 2 pm

7. Triggered/Lifecycle Emails Rock!

8. … but they can seem so overwhelming…

9. … so avoid this feeling and…

10. Copy

11. Copy Join Carey Marston, SmartPak Loren McDonald, Silverpop Attend for some “trigger” horse sense

12. SmartPak Email Program Today, 40 unique transactional and lifecycle emails per day, and 10 + promotional emails per month

13. Post-Purchase Review Subject Line: “Please rate & review your recent SmartPak purchase” Use Bazaarvoice (launched January 2009) to handle customer reviews Launched product review tool in early 2006 Gathered 5,000 customer reviews Sent generic broadcast email to customers to review products they have purchased Launched a daily triggered email to review first time ordered products 21 days post-purchase Currently have over 50,000 product reviews “ Customer input gives shoppers the confidence to buy, increasing sales, conversion, average order value, and more.” Source: Bazaarvoice S-A-M-P-L-E

14. Takeaways

15. Attend this session…

16. Copy … and you’ll be able to leave the office earlier!

17. How SmartPak Equine Uses Lifecycle Emails to Engage its Customers Every Step of the Way Thursday Feb 23 at 2 pm pm