Email Customization: Getting Personal to Deepen Relationships, Generate Additional Sales, and More

Presenter: Regina Brady
Broadcast on Thursday, May 22, 2008
Duration: 90 minutes
Cost: $129.00

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Throughout 2007, marketers and industry experts alike have been extremely vocal about the strength and reach of email marketing. And with good reason; the DMA reported an average ROI of $48.29 for every dollar spent on email.

But for results like this, marketers must take a consumer-centric approach. Blasting emails and pushing irrelevant content is no longer acceptable, and in fact, it can damage your reputation and often result in deliverability problems. Profitable email marketing, alternatively, hinges on the unique one-on-one relationship you build with each prospect and customer.

Why are so few email campaigns aimed at precisely segmented lists? Usually it's because as a marketer, it seems it's all you can do just to get ONE message out. Not to worry — there are some simple but effective personalization techniques that can be used to make any mailing feel more targeted to the individual.

Dynamic personalization and triggered messaging are two terrific tools that create a real-time dialog with customers based on what they do on your site or how they interact with your emails. The beauty of triggered email marketing is that it is automated. You create the “rules,” and when the condition occurs, the appropriate email is automatically sent.

With smarter email marketing tactics, marketers — both B2B and B2C — will find greater success with acquisition and retention programs. In this 90-minute seminar, you'll see examples of successful email customization and learn how you can apply similar strategies to reduce work and increase ROI.

You Will Learn

• When personalization makes sense
• Segmentation – six types and ideas you can put to use now
• How to get started with triggered messaging
• Five types of triggers - and which work best
• How abandoned shopping cart emails are a great way to recapture revenue

About this Seminar

Who Should Attend: Attendees should include marketers who are somewhat familiar with segmentation and email marketing. This session will provide examples and case studies of successful programs.

Although most of the examples include retail commerce, most of the principles can be applied equally well to B2B marketing.

About The Presenter

Regina Brady is on the forefront of today’s phenomenally profitable interactive marketing field. A frequent spokesperson for the power of email marketing, Reggie is President of her own e-marketing and direct marketing consultancy, Reggie Brady Marketing Solutions.

What Participants Said

Of the participants who evaluated this seminar, 94% would recommend it to a colleague. Some of their comments:

"Excellent and valuable presentation -- very rich with examples and ideas -- I came away with four practices that I will try to implement ASAP."

"A lot of great ideas about things that we aren't currently doing, but should be."

"Anybody who is involved with email marketing or with shopping cart involvement would definitely get some valuable information from this."

"Very solid, no-nonsense advice with lots of good examples. Much food for thought!"

"I thought that the [seminar] was very useful. We just started our shopping cart feature this week and I can tell that there are a couple of things we need to fix immediately."

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