eMetrics Marketing Optimization Summit
San Francisco, May 4-7, 2008

Email Metrics Track - SEA CLIFF

Measuring Email Marketing Success

Track Descriptions | Keynotes | Schedule at a Glance | Speakers

EO-1 Tuesday, 5:00 - 6:00
Report From the Front Line - Email Metrics

Email marketing seems very straight forward. You count how many go out, how many were opened, how many people clicked and whether they converted. But the reality is always more complex with more problems and more opportunities than meet the eye. Mark has years of email experience and will give a quick nod to the basics, but he'll then drill down into the tricky bits, the reality bites and the potential of email marketing optimization.

EO-2 Wednesday, 11:15 - 12:05
Using Behavior Data to Target Email

Angel Morales, LightsOut Marketing, LLC

The thrust of this vendor agnostic presentation is focused around extending the value of data harvested by web analytics platforms. The presentation opens with juxtaposition between traditional "actionable insight" and "insight driven action" illustrating the role of analytics as more than simply analysis, but as a platform for automated marketing/merchandising. Angel continues with a collection of specific examples (primarily retail), culminating in a case study using engagement based behavioral data to target products into an email. He wraps up with a a look at how to assess the value of insight driven action in your company.

EO-3 Wednesday, 1:30 - 2:30
Getting Your Email Act Together from Strategy to Technology to Operations

David Baker, Avenue A | Razorfish

Theory is fascinating and inspirational, but there's no replacement for real-world experience. This session looks at the ins and outs of getting an email marketing program headed in the right direction, getting the infrastructure built and getting the organization to buy in, build on and take advantage of a formal, measured approach to email marketing.