Agenda

Pre-Summit Workshop - Email Marketing Strategies Workshop
Our email experts have developed a proven methodology with step-by-step tactics on how to maximize your email results. You'll learn how to: Top strategies on email and social media integration Three dimensions of list growth tactics Ways to execute an effective and engaging email campaign Best practices for deliverability and measurement Once you have taken and passed the final exam, you will be designated as a Certified Professional in Email Marketing.
8:00-9:00am	Breakfast and Registration
9:00-10:15am	Morning Session #1 - Introduction and Overview: Setting the Table for Email Marketing Success –Leverage all tactics to build lists
9:00-10:15am	Instructors: W. Jeffrey Rice, Senior Research Analyst, MarketingSherpa Adam T. Sutton, Senior Reporter, MarketingSherpa
10:15-10:30am	Break
10:30am-12:00pm	Morning Session #2 - Engage your audience with relevant content – Act respectfully to ensure deliverability
12:00-1:00pm	Lunch
1:00-2:15pm	Afternoon Session #1 - Place email in pipeline to quantify ROI – Sync email with social media and smartphones
2:15-2:30pm	Break
2:30-3:15pm	Afternoon Session #2 - Trial, Test, Optimize - Repeat
3:15-4:00pm	Email Marketing Advanced Practices Certification Exam
5:30-7:30pm	Networking Cocktail Reception and Registration

Email Summit – Day 1
7:00-8:00am	Networking Breakfast and Registration (sponsored by Silverpop)
8:00-9:00am	Welcome and Introduction: Insights from the 2012 Email Marketing Benchmark Report and how to get the most from the Summit
	Presenters: Sergio Balegno, Director of Research, MarketingSherpa Flint McGlaughlin, CEO & Managing Director, MECLABS
9:00-10:15am	Keynote Session - Crafting Effective Email Messages: How a recent experiment helped MECLABS researchers achieve a 104% increase in email response
	Keynote Speaker: Flint McGlaughlin, CEO & Managing Director, MECLABS
10:15-11:00am	Networking Break and Sponsor Exposition (sponsored by IDM)
11:00-11:30am	Email Awards Panel - Responsys
	Presenters: Jill Savini, Corporate Creative Director, Responsys Justin Bridegan, Senior Marketing Manager, MECLABS Todd Lebo, Senior Director of Content, MECLABS Adam T. Sutton, Senior Reporter, MarketingSherpa
11:30am-12:00pm	Case Study - Cross-Channel List Building: How Whole Foods Market gained 70,000 new subscribers in 1 month
	Presenter: Ryan Amirault, Digital Marketing Manager, Whole Foods Market Moderator: Daniel Burstein, Director of Editorial Content, MECLABS
12:00-1:15pm	Networking Lunch and Sponsor Exposition (sponsored by Silverpop)
1:15-2:00pm	Direct Sale Case Study - Honoring its Brand Promise: How a SMB achieves a 60% click-to-open rate	Complex Sale Mobile Marketing Panel: Integrating mobile campaigns for the complex sale
	Presenter: Paul Ramirez, Vice President Operations, Eventful Moderator: W. Jeffrey Rice, Senior Research Analyst, MECLABS	Presenters: Josh Herman, VP of Product Strategy, Acxiom Corporation Kate Williams, Independent Consultant, currently consulting for T-Mobile R.J. Talyor, Director of Product Marketing, ExactTarget Moderator: Meghan Lockwood, Research Analyst, MECLABS
2:00-2:30pm	Direct Sale Case Study - Personal vs. Robotic: How a small business increased lifetime customer value 316% by turning automated email into personal experiences	Complex Sale Case Study - Lead Nurturing Using Segmented Content Marketing
	Presenter: Jermaine Griggs, Founder, Hear & Play Music	Presenter: Baxter Denney, Manager, Database Marketing, Citrix
2:30-3:15pm	Networking Break and Sponsor Exposition (sponsored by IDM)
3:15-4:00pm	In the Year 2013: Innovation panel explores the email marketing technologies and tactics of the near future
	Panelists: Joshua Baer, Founder, OtherInBox Loren McDonald, Vice President, Industry Relations, Silverpop Miriam Geller, Director of Product Management, Yahoo! Uwe-Michael Sinn, Managing Director, Rabbit eMarketing Moderator: Daniel Burstein, Director of Editorial Content, MECLABS
4:00-5:30pm	Keynote Address with Q&A - The End of Business as Usual: How to integrate social media marketing with email to engage a new generation of connected customers
	Keynote Speaker: Brian Solis, Principal, Altimeter Group *Sponsored by ExactTarget* All attendees receive Brian’s new book: The End of Business as Usual
5:30-7:30pm	Dedicated Show Floor Time
7:30-10:00pm	Networking Party at B.B King's Las Vegas (sponsored by ExactTarget)

Email Summit – Day 2
8:00-9:00am	Networking Breakfast and Sponsor Exposition (sponsored by Silverpop)
9:00-9:15am	Welcome Back and Introduction
	Presenter: Flint McGlaughlin, CEO & Managing Director, MECLABS
9:15-10:00am	Keynote Address - Content Marketing: How to use content-rich emails to prime your prospects to buy
	Keynote Speaker: Marcus Sheridan, Founder, The Sales Lion
10:00-10:30am	Case Study - Optimizing the Evolving Landscape of Mobile Email Marketing: How The Ritz-Carlton Destination Club enhanced the effectiveness of mobile email marketing campaigns
	Presenter: Alex Corzo, Manager of Digital Communications & CRM, Marriott Vacations Worldwide Moderator: Pamela Markey, Director of Marketing & Brand Strategy, MECLABS
10:30-11:00am	Networking Break and Sponsor Exposition (sponsored by IDM)
11:00am-11:30am	Direct Sale Case Study - Jump Start Your Team With Social Media	Complex Sale Case Study - How fresher data tripled conversion rates and automated email segmentation
	Presenter: Marc Majers, Director of Online Services, Cleveland Institute of Art	Presenter: Fred Hagerman, SVP and CMO, Firstmark Credit Union Moderator: Adam T. Sutton, Senior Reporter, MECLABS
11:30am-12:15pm	Direct Sale Discussion Panel - Mobile strategies for the direct sale	Complex Sale Tactical Training - Lead Nurturing
	Presenters: Kate Williams, Independent Consultant, currently consulting for T-Mobile Josh Herman, VP of Product Strategy and Innovation, Acxiom Corporation R.J. Talyor, Director of Product Marketing, ExactTarget Toni Clemens, Online Marketing Director, ShopNBC Moderator: W. Jeffrey Rice, Research Analyst, MECLABS	Presenters: Brian Carroll, Executive Director of Applied Research, MECLABS Kaci Bower, Research Analyst, MECLABS
12:15-12:45pm	Direct Sale Case Study - Get in the Game: How GamersFirst generated $875 for every 1,000 promo emails sent	Complex Sale Case Study - Microsoft Office: Keeping Customers Engaged Using a Targeted and Relevant Lifecycle Program
	Presenter: Frank Cartwright, SVP Product and Platform Development, GamersFirst Moderator: Justin Bridegan, Senior Marketing Manager, MECLABS	Presenter: Jamie Bothwell, Senior Product Manager, Microsoft Moderator: Todd Lebo, Senior Director of Content, MECLABS
12:45-2:00pm	Networking Lunch and Sponsor Exposition (sponsored by Silverpop)
2:00-2:45pm	Tactical Training - Relevancy
	Presenters: W. Jeffrey Rice, Senior Research Analyst, MECLABS Adam T. Sutton, Senior Reporter, MECLABS
2:45-3:30pm	Discussion Panel - Hurdling obstacles between your campaign and the inbox	Case Study - B2B Email Research and Marketing Automation
	Presenters: Chip House, Senior Director of Relationship Marketing, ExactTarget Tom Sather, Sr. Director of Email Research, Return Path Dennis Dayman, Chief Privacy and Security Officer, Eloqua Corporation Moderator: Sergio Balegno, Director of Research, MECLABS	Presenter: Renee Himelhoch Chemel, Senior Manager Global Marketing Programs, ECI Telecom Moderator: Brian Carroll, Executive Director of Applied Research, MECLABS
3:30-4:00pm	Networking Break and Sponsor Exposition (sponsored by IDM)
4:00-4:45pm	Case Study - Three Steps to Converting More Email Prospects to Customers and Clients
	Presenters: Brian Clark, Founder, Copyblogger Sonia Simone, CMO, Copyblogger
4:45-5:30pm	Summit Takeaways and Closing Remarks
	Conducted by: Flint McGlaughlin, CEO & Managing Director, MECLABS

Post-Summit Workshop – Email Messaging Certification
Join Flint McGlaughlin in this full-day course as he covers the tools you need to test and optimize your email campaigns – from email capture to sales conversion. Over the last 10 years MarketingExperiments has developed a series of heuristic formulae to help today’s internet marketer methodically step through their marketing campaigns and identify the areas that offer the greatest potential for improvement and financial ROI. In this course you will learn how to analyze several key areas of your email campaigns: Email Capture: Learn how to build strong lists by creating e-mail capture forms that maximize the quality and quantity of your leads. Email Messaging: Discover how to optimize email messages for deliverability, open rate, and clickthrough. Email Landing Pages: The ultimate goal of most email campaigns is conversion. Learn how to design email landing pages that turn clicks into sales. Once you have taken and passed the final exam, you will be designated as a Certified Professional in Email Messaging.
8:00-9:00am	Breakfast and Registration
9:00-9:45am	Morning Session #1 - Introduction: Email marketing and optimization meta-theory
9:45-10:30am	Morning Session #2 - Email Capture: Building strong lists
10:30-10:45am	Break
10:45am-11:30am	Morning Session #3 - Email Messaging: Crafting effective emails – Part I
11:30am-12:15pm	Morning Session #4 - Email Messaging: Crafting effective emails – Part II
12:15-1:00pm	Lunch
1:00-1:45pm	Afternoon Session #5 - Email Conversion: Achieving the sale
1:45-2:15pm	Afternoon Session #6 - Practical Application: Optimization of email campaigns
2:15-2:30pm	Break
2:30-3:00pm	Afternoon Session #7 - Conclusion: Summary of principles
3:00-4:00pm	Email Messaging Certification Exam