9:00 – 9:45 a.m.

How to Optimize Your Opt-Ins and Grow E-Letter Audiences

Just like TV shows, printed publications and Web sites, e-letters require concerted efforts at audience development. It is not just a matter of mining and buying lists. This session will present the many tools and opportunities for marketers and publishers to find and recruit new subscribers online.

This session will show you how to...

• Use sweepstakes and contests to attract the right subscribers
• Use cross-registration deals
• Create Opt-In vs. Opt-Out strategies
• Increase your pass-along/send-to-a-friend functionality
• Use offline events and print media to drive opt-ins
• Use online research tools to find new audiences
• Test and leverage your Web site to increase e-letter subs
• Archive e-letters for SEO success

Trainer:

Jeff Lee Senior Director, Audience Development Bonnier

9:45 – 10:15 a.m.

How to Time Email Campaigns Around Events and Tune-Ins

Timing is everything, especially when you are trying to use email to get audiences to tune in to or show up at Web and in-person events. But how many email reminders are too many? And when are the best times of day and week for your audience to receive your content? In this session we talk about delivery, how to time emails to compel specific actions and how delivery times should figure into everyone's email strategies.

This session will show you how to...

• Know when and when not to send your message in relation to an event
• Create a delivery calendar that matches your event and goals
• Understand buy cycles and how to map email calendars to the way people behave in the real world
• Use event triggers and dynamic content systems to respond to a recipient's action (or lack of response) to messages
• Apply post-event follow-up
• Know when it is too late to remind someone of a live or virtual event

Trainer:

Annie Howell SVP Communications and Public Affairs Discovery Communications

10:15 – 10:45 a.m.

How to Make Email Part of Your Integrated Marketing Sales Package

For content providers, email has proven to be one platform where sponsor interest and CPMs have remained high. This session will show you how to bring email into the center of your ad and marketing sales strategy by giving clients more to buy than mere media.

This session will show you how to...

• Create print, Web and e-letter marketing packages that sell
• Price and position your email program in the ad portfolio
• Turn your email program into a lead-gen engine for clients
• Make your email program stand out from the competition
• Avoid ad clutter and give sponsors solid share of voice
• Optimize your email ad inventory for maximum monetization
• Identify the metrics that matter most to your ad buyers
• Balance sponsor needs with user tolerance for promotional emails

Trainer:

David B. Fales Managing Director ambro.com corp.

11:00 - 11:30 a.m.

How to Optimize Content and Design for the Results You Need

The in-box is a highly competitive and personal platform that requires discrete skills. Your e-newsletter must be useful and relevant in order to be opened, read and responded to. This session explores how a combination of content and design must map against your subscribers' needs in order to keep them (and your bottom line) happy.

This session will show you how to...

• Optimize link placement for best click-through
• Use multimedia in the in-box judiciously but effectively
• Balance the utility of the e-letter with the desire for a Web site click-through
• Leverage user-generated content in your e-letter
• Use testing to optimize content and design
• Ensure your e-letter looks good in any in-box
• Optimize for mobile
• Use response data to prioritize content placement and links
• Find the right length for your audience and purpose
• Know when to use an email design specialist
   

Trainer:

James Hickey Creative Director Hachette Digital

11:30 a.m. - 12:15 p.m.

How to Build and Manage an Email Database

It is all about the list. In the last century, direct mail lists were the coin of the realm for companies like print publishers. In this century, email addresses have been the new gold. The next generation of digital media and marketing will be centered on data collection, and it all starts with that email address. This session will look at how media companies can best enlarge, maintain and leverage the most precious commodity they control-direct access to the customer and a deeper knowledge of who that customer is.

This session will show you how to...

• Determine your core, high-quality audience
• Use double opt-ins for list qualification
• Use co-registration to find qualified leads
• Manage access and use of your email database across the company
• Deepen the profiles of existing users
• Integrate offline user activities with online data
• Address and manage user privacy concerns
• Choose whether—and when—to engage third-party lists
• Ensure a smooth opt-out process

Trainer:

Ellen Brady Senior Director, Audience Emedia TechWeb

12:30 – 1:30 p.m.

Luncheon & Email Awards Presentation

min's In-Box Awards: Achievements in Email Publishing
From stand-alone publications that live only in an in-box to daily highlights and custom marketing programs, the email platform has become integral to most publishers' businesses. Our first awards program for these efforts features exemplary work that demonstrates that real innovation continues in this space as email evolves into a major publishing platform of its own.

1:30 – 2:00 p.m.

How to Craft Subject Lines That Get Opened
You have 50 to 100 characters to make your case with email users that yours is the email that deserves to get opened. This session shows you how to squeeze your brand identity, a compelling voice and an accurate picture of an e-letter's content into a single line.

This session will show you how to…

• Use the FROM line effectively
• When and when not to use personalization
• Use localization
• Avoid SPAM filters and SPAM rules violations
• Use voice, tone and style to put personality in the FROM line
• Avoid terms that users ignore or spam filters notice
• Maintain consistency and honesty about an e-letter's content
• Establish branding in the subject line

Trainers:

	Sharon Bailey Romano Email Marketing Director, Marketing & Audience Development Hearst Digital Media
	Damian Borichevsky VP, Professional Services Datran Media

2:00 – 2:30 p.m.

How to Define and Measure Success Through Email Metrics:
Over-reliance on open rates, subscriber reach and click-through rates to measure success leads many email marketers to bypass the metrics that really matter to their audience and their goals. This session will help you find and deploy the right measuring stick for your email project.

This session will show you how to…

• Determine the right metrics for your marketing/publishing goals
• Interpret your open rates
• Understand what unsubscribe rates may be telling you
• Move beyond open and CTR rates and understand your effectiveness through bounce, delivery, referral and click-to-open rates
• Compare your metrics with industry and internal benchmarks
• Measure audience quality vs. quantity
• Connect your email and Web analytics
• Determine the quality of traffic e-letters produce

Trainers:

	Philip Charles-Pierre Vice President, Digital Media Guideposts Publishing
	Erick Mott Community Practice Leader Lyris

2:45 - 3:15 p.m.

How to Segment Your Audience with Targeted Content

For branded mass media, email offers a golden opportunity to segment and serve your audience in more highly personalized niches of interest. From e-letters timed to weeks in a woman's pregnancy to b2b publishers addressing ever-narrower business sectors, nano-targeting e-letters can open new opportunities to expand and deepen audience relationships and open new ad and sponsorship markets.

This session will show you how to...

• Use feedback, Web analytics and surveys to locate new audience opportunities
• Work with advertisers to target new e-letters around sponsor support
• Find and research your competitive set for opportunities
• Solicit more data from users to determine their more specific needs
• Create new stand-alone e-letter brands
• Introduce new e-letters to an existing audience
   

Trainer:

Andrew Sambrook GM IDG List Services

3:30 - 4:00 p.m.

Make Email Your Lead-Gen Superstar

While email remains one of the key elements in generating leads, most publisher programs start and end with the collection of email addresses. When integrated into a larger lead-gen program, email can deepen a publisher's understanding of that lead's behavior, needs, buy cycles, and suitability for different product types. How can b2b publishers use their email programs to supercharge their lead-gen?

This session will show you how to...

• Design e-letter and sharing strategies that expand the lead pool
• Integrate email metrics beyond open and click rates with lead-gen systems
• Target specific behaviors and segments in your database
• Synchronize your lead's buy cycle with email messaging and engagement
• Monitor email behaviors to rate the quality of your leads
• Identify the email metrics that matter most to your lead-gen database
• Craft more effectively targeted email campaigns for your ad clients
   

Trainer:

Karthik Krishnan Director Interactive Media & Sales Management Reed Business Information

4:00 - 4:30 p.m.

How to Leverage Email in the Age of Social Media

Email was the original online "social media," but now person-to-person communication often takes place on social networks, message bases and blogs. How can email leverage rather than lose out to these venues and make social media complementary rather than competitive?

This session will show you how to...

• Share e-letter content via networks and blogs
• Deploy user-generated and social media content in your e-letters
• Use social network profile to drive email opt-ins
• Add subscription buttons to Facebook
• Use social media to research and recruit new e-letter audiences
• Coordinate messaging across Facebook, Twitter and email
• Discover what networks your subscribers are already using
• Integrate email content with social media posts

Plus, learn how to get noticed in journalists' and bloggers' in-boxes, including how to:

• Grow your email press contact list
• Leverage third-party services for expanding your list
• How personalization gets your release noticed
• Measure success in your email press campaign

Trainer:

Jamie Schissler Strategy Director, CRM eCRM Solutions Razorfish

4:30 - 4:45 p.m.

Remaining Questions Answered + Closing Remarks

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