DAY 1
14:20 - 15:00 SPLIT STREAM MASTERCLASS
THE ROLE OF EMAIL MARKETING IN A MOBILE, SOCIAL AND LOCAL WORLD
RICHARD EVANS, SILVERPOP | @rlevans
The way we engage with customers and build relationships digitally is moving – literally. This masterclass session will look at the ways email marketers can capitalise on the opportunities created by mobile marketing and social media programmes that are tightly integrated with their email marketing efforts. We’ll focus on how today’s brands are integrating these channels, driving opt-ins for email programmes, creating differentiated, ‘humanised’ content and increasing the ‘shareability’ of their email messages and creating broader reach in social media.
KEY TAKEAWAYS:
• Integrating email, social and mobile marketing channels to drive maximum engagement and revenue
• Creating ‘humanised’ content that engages with consumers and ensuring you are using the right tone in email and social channels
• Utilising the preference centre: offering alternatives to email such as social media, SMS or direct mail helps companies communicate with customers on their terms
• Increasing the reach of your email marketing efforts through social sharing and viral content
With more than a decade of experience in the field of email marketing, Evans currently leads Silverpop’s marketing efforts throughout EMEA. Prior to his role in EMEA, he managed product marketing for Silverpop, developing the company’s go-to-market strategy for its Engage product line.
Quick Q&A:
Q. What are you currently most excited about in digital/social? A. If content is king, then data is his trusted advisor. Never before have we been able to gather, analyse and act on so much data in order to create truly 1:1 marketing programmes. That is wildly exciting to me.
Q. The first website you check in the morning, and why? A. Workflowy – likely because this site contains every detail I need to function each day: contacts, projects, task lists, brainstorming notes, etc. I would prefer to tell you the first site I check is
DamnYouAutocorrect.com!
LOCATION: HOLLINS
38
www.istrategyconference.com
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