Agenda: ClickZ Specifics: E-mail Marketing – October 2, 2007

Agenda - ClickZ Specifics: E-mail Marketing - New York

Tuesday, October 2, 2007
8:00am - 5:15pm	Registration
8:00am - 9:00am	Morning Coffee
9:00am - 10:00am	Keynote Address: The E-mail of the Future: Out of the Inbox & Into Your Hands Jeanniey Mullen, Senior Partner and Global Executive Director, OgilvyOne Worldwide E-mail has proven itself, time and time again, a cost-effective and responsive direct marketing channel. In recent years, e-mail's effectiveness as a branding vehicle and event promotion tool has also been justified. But marketer beware! The 1-to-1 tactic you love to embed in all your campaigns is assuming a new direction. Most marketers aren't ready. Are you? In a Web 2.0 world, e-mail means much more than sending a marketing message to your prospect or customer's inbox. An e-mail is the lifeline your customers use to register and message on a number of sites about your product and your brand. None of this resides in the traditional "inbox." Find out why, and how e-mail's role is changing. More important, learn what you can do about it.
10:00am - 10:30am	Morning Break
10:30am - 11:20am	Attendees may choose to attend one of the two sessions offered during this time. Marketing Track You've Got Their E-mail Address – Now What? Many companies focus all their resources on getting e-mail addresses, but neglect to develop a strategy to effectively communicate once they have them. Develop e-mail marketing strategies based on your bottom line, be it lead generation, direct sales, cross-sell/upsell, retention or something else. Practical advice on making the most of the asset that is your e-mail list. Speakers: Jeanne S. Jennings, Online Marketing Consultant, JeanneJennings.com, Inc. Production Track E-mail Bootcamp No, you can't run a professional e-mail campaign from your desktop e-mail client! This session is designed to get e-mail marketing newbies up to speed with the basics of lists, formats, opt-in, creative, legalities, deliverability, the vendor landscape, and best practices. If you're just starting out as an e-mail marketer or branching out into new areas of the discipline, this is the session that will best prepare you to take advantage of the rest of the conference. Speakers: Jordan Ayan, Chairman, Create-It! Inc. & CEO, SubscriberMail
11:20am - 11:30pm	[back to top] Session Interval
11:30am - 12:30pm	Attendees may choose to attend one of the two sessions offered during this time. Marketing Track B2B E-Mail Marketing Learn how to think more strategically before executing a B2B e-mail campaign or launching an e-newsletter. Start with your business objective, define a compelling offer, and deliver a response-driven, relevant message. Take a look behind the Cs - CTRs, CPMs, CRMs - at the messaging itself. We'll tell you what works, what doesn't, and what makes B2B different from B2C e-mail marketing. Speakers: Ruth P. Stevens, President, eMarketing Strategy Karen Gedney, President & Creative Director, Karen Gedney Communications, Inc. Production Track Deliverability All the care you take crafting and producing messages doesn't matter if those messages don't land in recipients' inboxes in a legible format. Learn techniques to ensure deliverability, and how to avoid the dreaded spam folder and 'report spam' button, as well as how to overcome the preview pane/blocked image double whammy. Moderator: Rebecca Lieb, Editor in Chief, The ClickZ Network Speakers: Stefan Pollard, Director of Consulting Services, EmailLabs Austin Bliss, President, FreshAddress, Inc. Deirdre Baird, President & CEO, Pivotal Veracity Barry Abel, Vice President of Field Operations, Message Systems
12:30pm - 2:00pm	[back to top] Lunch Break
2:00pm - 3:00pm	Attendees may choose to attend one of the two sessions offered during this time. Marketing Track Cut Through the Clutter Creatively Build a message – from subject line to salutation – that gets delivered, opened, seen and acted upon. Learn how to break through the many barriers, from spam filters to overfilled inboxes, between you and your prospects. Speakers: Greg Cangialosi, President & CEO, Blue Sky Factory Inc Production Track Determining ROI Metrics How do you measure a campaign's success? How do you prove to your boss (or client) it worked? What's the bottom line of an e-mail campaign, anyway? Find out what steps to take in the planning and reporting process to ensure you've got the evidence to determine whether a campaign makes the grade - and to determine what went wrong, if it doesn't. Moderator: Heidi Cohen, President, Riverside Marketing Strategies Speakers: Bill Mahoney, CFO and Chief Privacy Officer, Prospectiv Jim O'Brien, Director of Customer Marketing, Barnes & Noble Jim Orfan, Director, Global Marketing Operations, Starwood Hotels and Resorts Worldwide Mike Keriakos, Co-Founder and President, Waterfront Media
3:00pm - 3:30pm	[back to top] Afternoon Break
3:30pm - 4:30pm	Attendees may choose to attend one of the two sessions offered during this time. Marketing Track Beyond Direct: E-mail Branding & Relationships To Build Business Think e-mail marketing's just direct response? Think again. Amidst heated competition, it's the relationship customers have with your brand that determines whether they'll (re)turn to you for their next purchase. Moderator: Jeanniey Mullen, Senior Partner & Senior Director, E-mail Marketing, OgilvyOne Worldwide Speakers: Lisa Klieman, Vice President of Business Development, Innovyx Brad Powers, Chief Executive Officer, Active Response Group Sheryl Biesman, Internet Marketing Manager, Nature Made Wellness Advisor Gretchen Scheiman, Associate Director, E-mail Marketing, OgilvyOne Worldwide Production Track E-mail Lists: A Checklist Managing an e-mail list requires careful planning, regular maintenance, and rigid discipline - whether that list is a newborn or a gangly adolescent. Buying or renting lists is an even more delicate matter - is it 'clean?' Learn to build, maintain grow and segment a quality list that will continue to deliver value; and what to look for if you're considering an outside list. Moderator: Margaret Farmakis, Director, Strategic Services, Return Path, Inc. Speakers: Lauren Skena, Manager, E-Marketing, National Geographic Society Karthik Krishnan, Director, Interactive Products, Reed Business Information
4:30pm - 4:45pm	[back to top] Session Interval
4:45pm - 5:30pm	Marketing Track / Production Track 5 Experts/5 Minutes (dual track session) What's your problem? Pick some of the best brains in the industry for solutions. You can't get better advice than this! Submit your e-mail marketing question to an expert line-up of marketers, vendors and specialists. Each has one minute to tell you how they would solve your problem. [Questions will be submitted on the morning of the conference. Ten will be selected for the panel.] Moderator: Rebecca Lieb, Editor-in-Chief, The ClickZ Network Speakers: Stefan Pollard, Director of Consulting Services, EmailLabs Jeanne S. Jennings, Online Marketing Consultant, JeanneJennings.com, Inc. Jordan Ayan, Chairman, Create-It! Inc. & CEO, SubscriberMail Jeanniey Mullen, Senior Partner & Senior Director, E-mail Marketing, OgilvyOne Worldwide Al DiGuido, CEO, DiGuido Interactive
5:30pm - 6:30pm	Networking Cocktail Reception

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