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Effective Email Marketing

  • 14 Jun 2007
  • The Diesel Playhouse, 56 Blue Jays Way


Start Time: 2pm - 6:30pm (Cocktail reception starts at 5pm)

Sorry, this event has been postponed.

As you know, we are in a hiring process for our new GM. As such, we feel we are unable to give this event everything it deserves. We'd like to postpone it, to ensure our members get maximum value from the event. Stand by - we'll advise you as soon as a new date is set for the fall.
We will contact people already registered regarding refunds.

Effective Email Marketing

According to a recent Pew Internet survey, 91% of people who are online use email. Blogs, social networks, and other digital tools might be growing in importance but email remains a cornerstone of the online marketing mix.

In fact, email is such an integral part of online marketing that we’re shaking up our usual format for events so we can accommodate a general session followed by 2 breakout sessions. This is one event you don’t want to miss!

General Session

What better way to learn about effective email marketing than to hear first-hand what successful companies are doing? In this session we’ll be presented with 2 case studies followed by a Q&A discussion with the speakers.

Case Study #1 - Air Canada webSaver™: Designing Customer-Centric Email Programs
Learn the methods and rationale Air Canada took when they redesigned their Air Canada webSaver™ email program from the ground up to be customer-centric.
Air Canada’s Marc Constantineau, Manager eCRM and ThinData’s Wayne Carrigan, VP, Client Strategy will share how Air Canada is using dynamic content and customer preferences to improve user experience, create information relevance, increase deliverability and foster purchase behaviour.


Breakout Session #1 – Deliverability, Renderability, and Usability

Making sure your email is delivered is just the start. Once you’re in the inbox you need to be sure your message is displayed properly, functions as intended, and is set-up to move your customer to action.
Speaker #1: What you need to know about deliverability and rendering but were always afraid to pay for.
Presented By: Jeff Ginsberg, Chief Email Officer, The Email Company
Deliverability and rendering monitoring is dominated by 3 company’s who charge a lot of money for their services.
We’re going to show you all of the free and low prices services in the marketplace that will virtually do the same.
We’ll show you:
- How to run your message against the major spam  filters
- How to see if you are on any black lists
- Which black lists are bad and which ones just don’t  matter
- How does your message appear in the Inbox
- What is your sender reputation or sender score
Speaker #2: How Recent ISP Changes Effect Deliverability
Presented By: Matt Vernhout, Director of Delivery & ISP Relations, Thindata

To combat the increasing volume of spam and fraudulent email, ISPs such as AOL, Hotmail/MSN and Yahoo! are implementing complex technologies and processes. These changes will have a dramatic impact on your marketing campaigns’ effectiveness.
Matthew Vernhout, ThinData’s Director ISP Relations shares his insights about the latest trends and techniques being used by the world’s largest ISPs. At the same time, he will review some practical steps to help marketers take advantage of these developments.

In this session, you will learn:
〉    The role ISPs play in delivering email to your target markets
〉    The changes ISPs are implementing
〉    Why ISPs are implementing these changes
〉    Why ISPs are implementing these changes, now
〉    What these changes will mean to your ability to reach your target markets
〉    What you need to do to leverage these changes – in the short- and long-term.


Breakout Session #2 – Measurement: Closing the Loop

Are your email marketing efforts paying off? Analyzing the key metrics and looking at how email integrates with your other marketing initiatives is key to understanding the impact of your email marketing. 
Speaker #1: Measure Your Way to Successful Email Marketing
Presented By: Carolyn Gardner, Card Communications
You've hit the "send" button on your campaign, but now what? Email measurement is the key to perfecting your email program. Carolyn Gardner will show you what you should be tracking - and what you could be tracking. Learn the basic tricks and tips to set up for success with split-testing, segmenting and customizing your email programs for optimal results. Be amazed by what a little analysis and elbow grease can do for your email program.

Speaker #2: Details coming soon


2:00 - 3:00  General Session
3:10 - 4:00  Breakout Session #1
4:10 - 5:00  Breakout Session #2
5:00 - 6:30  Cocktail Reception

About the Speakers:

Matthew Vernhout
Matthew Vernhout leads ThinData's Delivery & ISP Relations department which maintains our industry-leading deliverability rates. He is responsible for ensuring that all email sent from the ThinData network complies with ISP Sender Policies, email authentication policies, and the legal requirements of CAN-SPAM and PIPEDA.
Matthew has been working in Network Operations and ISP Relations for more than 6 years. His experience and network of professional relationships across major Canadian, US and global ISPs makes him an invaluable contributor to the ThinData service set.
He has participated on the Canadian Federal Government’s Anti-Spam Taskforce and represents ThinData's participation in industry organizations. An authority in the field of deliverability, he is a regular speaker at industry conferences and is a featured contributor to ThinData's Email Strategies newsletter.

Carolyn Gardner
Carolyn Gardner brings 15 years experience in corporate marketing and communications to her role as Director, e-Marketing Services at Sitebrand, a software-based interactive marketing solutions provider in Ottawa. Prior to Sitebrand's 2007 acquisition of cardcommunications, a successful e-marketing firm founded by Carolyn in 2001, she held marketing positions at GotMarketing, Entrust Technologies and Corel Corporation. In addition to being a popular speaker in the e-space, Carolyn is regularly featured in publications like ClickZ, Marketing Magazine and DM News. Carolyn, a recipient of the Ottawa Business Journal's 2003 "Forty under 40" Award, holds a B.A. in sociology from Carleton University, and a diploma in public relations from Algonquin College.



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