Effective Email Marketing

May 2, 2018
9:00 a.m. – 12:30 p.m.


Member: $295
Non-member: $395

3+ Member: $245
3+ Non-member: $345

The Advocates' Society
Education Centre
250 Yonge Street
Suite 2700
Toronto, ON
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CPD credits

Overview

Email Marketing has been around for decades and continues to evolve. Studies show that it’s still the preferred channel to receive offers and it drives the highest ROI for those who know how to use it. In today’s data-driven world, digital marketers need to ensure they have the right tools, technology & resources that will enable them to leverage their data to give consumers the relevant and personalized experiences that they’ve come to expect.

If you are feeling stuck in a batch and blast cycle, wondering how to launch your first simple or complex customer journey, this seminar is for you. Are you still wondering how to stand out in the inbox? Are you even making it into the inbox? Unclear on how CASL and the new GDPR effects your email program? Looking to test more effectively?

This half-day seminar will answer all those questions and will ignite a new passion for Email Marketing. You’ll learn how to better leverage your data so that you can effectively send the right message, to the right person, at the right time and in the right context. You will learn about the latest trends in email design and email technology and learn how to effectively build out the necessary tools to create a strategic roadmap and how to execute a tactical plan. We’ll show you ways that you can improve the relevance and personalization of your messaging by capturing and understanding your customer data and how to build better 2-way connections with your customers – all with real examples. This seminar will lead you through how to assemble the building blocks of a successful omnichannel program to reach today’s hyper-connected consumer.

You Will Learn

You Will Learn:

  • Latest Industry trends and top marketing challenges that are affecting today’s email landscape
  • The role of email in a hyper connected world and how technology has changed consumer expectations
  • How to optimize for the 4 R’s: Sending the right message, to the right person, at the right time, and in the right context
  • Tested and proven email best practices and emerging trends in email technology and design
  • Cross-channel tactics to collect and leverage data for a deeper level of email personalization
  • Key considerations for designing a contact strategy
  • How to optimize your email deliverability to help ensure above average inbox placement rates
  • What’s new with the CASL legislation and how to prepare for the GDPR

You Will Benefit From:

  • Seeing real life examples from top brands in Canada - from retail to financial services to not-for-profit
  • An interactive seminar where we will review and pull in lessons learned from the attendees on what’s working and what’s not
  • Learning how to better engage consumers with your email design and cross-channel data
  • Understanding the rules for creating an engaging content strategy
  • Learning how to increase response rates and improve ROI through testing, measurement and consistent optimization of your emails

Who Should Attend

  • Marketing/Digital/Email Managers, Specialists and Coordinators looking to take their Email campaigns & programs to the next level.

Facilitator

Kim Arsenault
Director, Client Services
Inbox Marketer

Kim is a digital marketing professional with over 14 years of experience providing clients with expert advice on digital marketing strategies, Canada’s Anti-Spam Legislation and data-driven email best practices driving transformational results including improved metrics, cost efficiencies, significant & attributable ROI & improved retention. Kim has been with Inbox Marketer since its inception in 2002 and is a senior client partner, leading Inbox’s client services team and works with clients across various industries, including telecommunications, financial, retail and loyalty. Kim has been a regular speaker for the Canadian Marketing Association for over 9 years and consistently ranks one of the highest in delivering relevant and engaging seminar content.


Taina Suomela
General Manager – Toronto
Inbox Marketer

As General Manager of Inbox Marketer’s Toronto hub, Taina helps clients drive business growth through integrated data-driven digital marketing strategies. With over 18 years of marketing experience, Taina works with clients on effective audience marketing strategies across a broad range of digital channels including email, social, programmatic, SEM/SEO, mobile and online video.

Previous to joining Inbox Marketer, Taina spent over a decade helping to launch and grow The Aber Group, a leading Canadian agency focused on digital direct response marketing.