The document outlines the agenda for an email marketing workshop, including introductions, sessions on email strategies and tactics, case studies, working sessions, and a presentation. It also provides brief biographies of the workshop leaders, who have experience in email marketing, digital marketing, and communications. The workshop aims to help marketers increase engagement and revenue through groundbreaking email strategies.

1. EEC Pre-Conference Workshop: Email
Marketers Toolkit For Success
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2. • Introduction to Email Marketing
• Basic and Advanced Email
Strategies and Tactics
• Assignment Case Study
AGENDA • Lunch
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• Working Sessions edit Master subtitle style
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• Presentation
• Graduation

3. Introductions
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4. Responsible for the strategic guidance,
assistance and leadership of BlueHornet
email marketing clients.
Through organized engagements and
thought leadership, we work to increase
the awareness of BlueHornet users to
develop and implement groundbreaking
strategies to increase their customers
engagement and drive higher revenue.
Industry Experience
• Director, Email Marketing & title style
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Acquisition at Sears Holdings
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• East Coast Manager of Operations at
Responsys
• Director, Email Marketing & Online
Advertising at infoGROUP, Inc
Ryan Phelan
Vice President, Strategic Services

5. Responsible for all services offered by
PulsePoint around the design,
development and implementation of multi-
channel digital marketing programs.
Oversees deliverability, strategy,
integration, campaign management and
creative.
15 years in technology, consulting and
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digital marketing.
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Competitive amateur golfer.
Foosball champion.
Damian Borichevsky
Vice President, Professional Services
PulsePoint

6. Responsible for turning marketing
communications tools into the best
selling tools they can be
Oversees a team of communications
planners, social marketing experts
and solutions consultants
Has a secret fear of umlauts
Industry Experience
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• GlobalClick to edit Marketing style
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Strategy, Acxiom
• Principal Planner, Euro RSCG 4D
• Director of Strategic Planning,
Ben Rothfeld Answerthink
Director, Strategic Planning
StrongMail

7. Breaks will be provided but
we have a LOT to get done!
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8. Lifecycle Messaging Overview
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9. All behavior marketing starts in retail
• Google • Craigslist • PayPal
• Facebook • LinkedIn • WordPress
• Yahoo • Windows Live • Weather
Channel
• YouTube • Go
• Amazon
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• MSN
Netflix
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• Huffington
• Wikipedia • Bing
Post
• Twitter • CNN
• Tumblr
• Blogger • Espn
• Ebay • AOL

10. Goals
You need to be here
• Review core email
100k principles
• Raise level of
50k understanding and
knowledge about
email marketing
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25k
You are here
Ground Level Tactical

11. Email is more than selling
• Email marketing is not about just
selling stuff or offering services
• It’s about
• Engagement
• Relationships Click to edit Master title style
• Trust Click to edit Master subtitle style
• Relevancy
• Lifecycle marketing is the key to
higher conversion and greater LTV

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13. Dispel the Myth
Why do marketers believe that
every message Master title style
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evokes this Click to edit Master subtitle style
reaction?

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16. Programmatic Lessons
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17. Goals
Review common email programs to spur ideas and
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concepts that can be applied to your groups and
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Don’t think of how…think of what!

18. Acquisition
Are we focused
on acquisition for Click to edit Master title style
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the wrong
reason?
Acquisition Promotional Attrition

19. What do people do with
email?
They don’t
read….they
scan
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Solution:
Pretty pictures,
short text, bold,
images

20. Except…When they Don’t
• Sometimes, long copy works
• Consumer enthusiast categories
• B2B high-tech
• Sometimes, pictures distract
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• Eye-tracking shows that pictures can push the eye
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down or to the right, depending on placement
• Be careful about placing key copy/offers too close to
images
• When in doubt, test!

21. Mobile Acquisition
• When you cannot affect change on
your POS system, or you want to
simplify acquisition, try email
acquisition through SMS
• Quick and easy for the consumer
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• Text sent and to edit Master received
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• Welcome email sent and information
collected (name, location, ect.)
• Segment out those consumers to
see differences in behavior

22. Preference Center
• Preference centers allow
the consumer choice and
control of communication
• Increases long term
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engagement Click to edit Master subtitle style
• Provides additional
opportunities for
engagement &
segmentation

23. Pref Center Dos and Don’ts
Do Don’t
Ask for information that
will power more Use the pref center as
personalized email a survey; consumers
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Keep it short mayClick to cheatedsubtitle style
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(<10 questions) Ask every last thing
Allow choice of (use click behavior!)
frequency if you’re
willing to support it Overpromise

24. Triggers
• Trigger ideas include:
• Birthday
• Anniversary
• Post purchase follow-up Click to edit Master title style
• Post purchase up-sell Click to edit Master subtitle style
(non-transactional)
• Sometimes the
absence of a trigger
can have an impact

25. Transactional
• Look to HTML based
emails that provide all
relevant information
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• Transactional messages Click to edit Master subtitle style
have +60% open rate
and can represent
significant revenue

26. OptDown
• Provides the
consumer a choice of
communication based
on common reasons
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for attrition Click to edit Master subtitle style
• Frequency
• Relevancy
• Subscription Choice

27. The Strategies of
Deliverability
• Programs should include core components
• Welcome, triggers, consistent look and feel, predictable
• Put yourself at their keyboard – would you like
your email program? Click to edit Master title style
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• Treat the ability to get into their inbox as a
privilege – and you won’t lose it.

28. Win-Back
• Offer based
• Aggressive
• Limited duration
• Exclusive coupons to Click to edit Master title style
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• Segment that population
out of the normal stream
• Tread lightly – sending to
inactives is risky

29. Win-Back
• Sample process is a series of 3 emails over a
short period of time
• Short term Win-Back can be 1 or 2 emails
• Offer value should increase with time
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