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Consumers are increasingly researching and buying from mobile devices, and they are shopping earlier and making last minute purchases using gift cards and via multiple channels, so solidifying your email plans and programs early is especially important in 2014. In this session, Loren McDonald, Vice President of Industry Relations, Silverpop, an IBM Company, and Meredith Gertz, Email Marketing Manager, Fabric.com, an Amazon Company, share ideas and tactics to help ensure that online retailers get the most out of their email marketing programs during the critical holiday shopping season. You’ll come away with actionable holiday promo next steps to easily integrate into your existing holiday marketing plan. Discussion topics include: Developing a holiday-specific welcome program Segmentation and frequency considerations Optimizing emails for mobile conversions Revising templates with information about details such as shipping, return policy, and gift cards Designing emails to better enable mobile navigation and browsing Using content and personality to increase engagement Creating high-converting gift card programs Launching post-purchase programs How to integrate your holiday subscribers into your regular non-holiday communication stream

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Back in the days of the mom-and-pop shop, you could enter a business and the owner would instantly know who you were and what you liked. As business models changed and more companies started interacting with thousands and then millions of people, marketers couldn't maintain the personal conversations of the past. So they shifted to sending generic messages that could reach the masses. But today's customers expect a more personal touch. Learn why now is the time to start using everything you know about each customer in order to deliver the perfect customer experience.

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Successfully Use Email to Close the Smartphone Browse-To-Buy Gap - presented by Loren McDonald at eTail East, August 2014 It’s likely that many people are viewing your emails and visiting your website on their smartphones. But how many of them are converting? Conversions can be negatively impacted by various factors, including clicking from a mobile-friendly email to a non-mobile website or landing page, distractions and multitasking on the part of the recipient and the awkward or time-consuming registration and payment process on a small screen. While addressing some conversion roadblocks might require extensive website and ecommerce makeovers, email can be a key tool in helping to take the friction out of smartphone shopping. In this session, McDonald highlighted tactics designed to make your emails an engaging (and mobile-friendly) experience that will lead consumers to keep your messages in their inboxes until they're ready to act, including: • Use responsive design techniques • Add an email message to your onboarding program that encourages customers to register an account and/or store payment information • Promoting social sign-in • Creating educational emails for your shoppers • Re-sending • And much more

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Loren McDonald with Silverpop, an IBM Company, shared the latest best practices, trends and client case study examples for 7 emails you can automate to help invigorate your marketing programs and drive more revenue: 1. Welcome and onboarding programs 2. Nurture and remarketing messages 3. Post-purchase messages 4. Cross-sell/Upsell messages 5. Event/Date-based emails 6. Transactional messages 7. Lapsed customer/reengagement

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In this presentation, Silverpop highlights several steps marketers should be taking in order to ensure engagement levels and the bottom line continue to rise, including the following: Connecting revenue to the specific marketing channels and campaigns driving it Integrating digital marketing and ecommerce systems Developing campaigns targeted at crucial points in the buyer journey, such as first purchase, repeat customer and win back Measuring and tracking customer engagement levels in order to target communications and understand resulting impact on engagement

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Since the launch of Gmail Tabs on May 29, 2013 many email marketers have been worried about how “Tabs” will impact engagement, conversions and revenue from Gmail Subscribers. A tactical response by many brands has been to send to Gmail subscribers an “Instructions” email outlining how to move their emails from the recipients Promotions tab to the Primary tab. While this is not likely to significantly “move-the-needle” – for brands considering this approach, here are several examples…

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When customers abandon a shopping cart, their customer journey isn't over—and your relationship with them has just begun. Your next move is critical. This webinar explored: Why cart remarketing How Webtrends Streams enables highly-relevant real-time remarketing with email marketing partners such as Silverpop Best practices for cart remarketing. Presenters Rick Weithas, Sr. Solution Marketing Manager, Webtrends Loren McDonald, Email/Marketing Automation Evangelist, Silverpop

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