MarketingSherpa Email Summit 2011 Official Summit Guide

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Welcome
Fellow evidence-based marketer,
Welcome to MarketingSherpa’s 6th Annual Email Summit 2011 in Las Vegas.
While we chose Las Vegas for its entertaining and easily accessible location (more than 1,000
daily flights), the location is ironic in a way. When you think of this city, you think of luck and
flash. MarketingSherpa eschews luck in favor of evidence, and places more stock in proven
ability than flashy presentation.
Which is why you shouldn’t expect to be wowed by the linguistic fireworks of the presenters you
will see over the next three days. Yes, we invited a few top-notch, experienced speakers – David
Meerman Scott, Jeanne Jennings, Brian Carroll, Mike Volpe – but the rest of the 44 speakers you
are about to hear from in five general and more than 20 breakout sessions have been invited for
their accomplishments off the stage.
These are your peers. Client-side marketers from Yahoo!, Microsoft, Pandora, Air Canada, ATP
World Tour, The New York Public Library, and many more. They will be sharing 21 case studies to
help you understand what really works (and what doesn’t) in email marketing. Plus we’ll have
five expert panels to help you with your most pressing challenges.
Don’t leave Las Vegas without your email questions answered. Use #SherpaEmail on Twitter or
simply raise your hand to ask your questions, and we’ll address as many as we possibly can.
While we hope the next three days help you build your lists, engage your potential customers,
and convert that audience, this event (like everything we do at MECLABS) can be further
optimized. Share your input by sending me a personal note at Flint.McGlaughlin@MECLABS.com.
Thank you for your trust,
Flint McGlaughlin
Managing Director & CEO, MECLABS
Parent company of MarketingSherpa
2 Sponsors
Thank You Sponsors

PREMIER SPONSOR
SOCIAL NETWORKING SPONSOR MOBILE MARKETING SPONSOR
CONSULTATION CLINIC SPONSORS
Interactive
EXHIBIT SPONSORS
Interactive
SMTP.COM
EDUCATION SPONSORS
NETWORKING BREAK
MarketingSherpa Email Summit 2011 | Build. Engage. Convert.

Table of Contents 3
Table of Contents
Agenda 5
General Info 13
Consultation Clinics 19
Sessions 31
Sponsors 67
Notes 77
About MarketingSherpa 95
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© Copyright 2011 MarketingSherpa LLC

5
Agenda
6 Agenda
Monday, January 24
Pre-Summit Workshops
8:00-9:00am Networking Breakfast for Workshop Attendees
9:00-1:00pm Workshop Sessions
Pre-Summit Workshop #1 Pre-Summit Workshop #2
9:00-10:45am Workshop: Advanced Email Marketing Workshop: The MarketingSherpa
Social Marketing ROAD Map
Instructor: Instructors:
Jeanne Jennings, Independent Sergio Balegno, Director of Research,
Consultant, Email Marketing MarketingSherpa
Strategy; Email Marketing Trainer, Jen Doyle, Senior Research Analyst,
MarketingSherpa MarketingSherpa
10:45-11:00am Break
11:00am-1:00pm Workshop: Advanced Email Marketing Workshop: The MarketingSherpa
(continued) Social Marketing ROAD Map (cont.)
Email Summit Opens - Day 1

1:00-2:00pm Attendee Registration
2:00-5:30pm General Assembly Sessions
2:00-2:15pm Welcome and Introduction
Speaker:
Todd Lebo, Senior Director of Content & Business Development,
MarketingSherpa
2:15-3:00pm How-To: Proven Processes for Accelerating Email Marketing Performance
Speakers:
Sergio Balegno, Director of Research, MarketingSherpa
Jeff Rice, Research Analyst, MarketingSherpa
3:00-3:30pm Break and Sponsor Exposition

3:30-5:30pm Crafting an Effective Email Message: Five elements that contribute to the success
(or failure) of every email campaign
Instructor:
Dr. Flint McGlaughlin, Managing Director & CEO, MECLABS
5:30-7:00pm Welcome Cocktail Reception and Sponsor Exposition

Agenda 7
Tuesday, January 25
Email Summit - Day 2
7:00-8:45am Networking Breakfast sponsored by Silverpop and Sponsor Exposition
8:45-9:15am Case Study: How Microsoft Uses Technology to Drive 1:1 Real-Time Content and
Offer Optimization for 2 Billion Consumers
Speaker:
Ben Day, Group Marketing Manager, Microsoft Corporation
9:15-10:00am Panel: Growing Email Lists and Engaging Customers with Social Media
Moderator:
Sergio Balegno, Director of Research, MarketingSherpa
Panelists:
Mike Volpe, VP of Inbound Marketing, Hubspot
Jordan Cohen, VP of Business Development, Pontiflex, Inc.
Liz Ryan, Email Marketing Manager, Threadless
Lindsay Massey, Marketing Director, Freshpair
10:00-10:45am Break and Sponsor Exposition
10:45am-12:15pm Keynote Address: Real-Time Marketing and PR

Speaker:
David Meerman Scott, Author and Marketing and Leadership Speaker
12:15-12:45pm Keynote Address Q&A

12:45-2:00pm Networking Lunch sponsored by Silverpop and Sponsor Exposition
2:00-5:15pm Breakout Sessions
B2C Breakout Sessions B2B Breakout Sessions
2:00-2:30pm Case Study: Air Canada webSaver - Case Study: One B2B Company’s
Turning Innovation into New Revenues Fearless Use of B2C Email Tactics
Speaker: Speaker:
Mark Sniderman, Manager, Marketing Ian Nelson, Vice President, Business
Communications – North America, Development, Practical Law Company
Air Canada Korrine Kirschenbaum, Email
Marketing Manager, Practical Law
Company

8 Agenda
Tuesday, January 25
Email Summit - Day 2 Continued
2:40-3:10pm Case Study: Executing a B2C Campaign Case Study: Getting Off on the Right
with a Small Team and Low Budget Foot - Why the First 30 Days Matter the
Most
Speaker: Speaker:
Philippe Dore, Senior Director, Digital Diana Lawson, Senior Relationship
Marketing, ATP World Tour Marketing Manager, Microsoft
3:10-4:00pm Networking Break sponsored by Slingshot SEO and Sponsor Exposition

4:00-4:30pm Case Study: Doing It Mobile in Case Study: How Volvo Uses Advanced
Sin City - How a Personalized Guest Automation to Deliver Relevant Buying
Experience Translates to Higher Stage Content to Customers and Keep
Revenues the Sales Force Advised
Speaker: Speaker:
Neal Narayani, Corporate Director of John Johnston, eBusiness Marketing
Marketing, Caesars Entertainment Manager, Volvo Construction
4:30-5:15pm Panel: Using Mobile Marketing to Rev Panel: How to Develop Content for
Up Profits Specific Buying Stages
Moderator: Moderator:
Adam Sutton, Senior Reporter, Brian Carroll, Executive Director of
MarketingSherpa Applied Research, MECLABS
Panelists: Panelists:
Mindi Staley, Senior Specialist in Michelle Levy, Associate Vice President
Interactive Marketing, Marketing Programs, ECI Telecom
ScottsMiracle-Gro Loren McDonald, Vice President of
Jason Scoggins, Online Marketing Industry Relations, Silverpop
Manager, Southwest Airlines Ardath Albee, CEO & B2B Marketing
Scott Jones, Director, Product Strategist, Marketing Interactions, Inc.
Marketing and Partner Strategy, Kirsten McElgunn, Director, Market-
Responsys ing & Product Management, Western
Mike Keene, Director of Mobile Union Business Solutions
Marketing & Advertising, Acxiom
5:15-5:30pm Sponsor Exposition
6:00-9:00pm Networking Party at Pure, sponsored by ExactTarget

Agenda 9
Email Summit 2011 Networking Party

Hosted by ExactTarget
6:00-9:00pm, Tuesday 25, PURE Nightclub (next to the Caesars Palace Sportsbook)
Mix and Mingle with your Email Marketing Colleagues!

It just wouldn’t be right to hold a summit in Las Vegas without enjoying some of the glitz and glamour that this
incredible city has to offer. Thanks to the generous sponsorship of ExactTarget, we’ll be partying together at the
sleek and fabulous PURE Nightclub.
This is a great opportunity to unwind and get to know some of your fellow email marketers. We’ll have great
food, smooth music and fashionable fun.
Hope to see you there!
Sponsored by:

10 Agenda
Wednesday, January 26
Email Summit - Day 3
8:00-9:00am Networking Breakfast sponsored by Silverpop and Sponsor Exposition
9:00-10:30am General Assembly Sessions
9:00-9:45am Case Study: The Role of Email Marketing in an Inbound Marketing World
Speaker:
Mike Volpe, VP of Inbound Marketing, HubSpot
9:45-10:30am Panel: Ask the Experts - Your 2011 Email Challenges Answered
Moderator:
Daniel Burstein, Director of Editorial Content, MECLABS
Panelists:
Matthew Caldwell, Sr. Creative Director, Infogroup Interactive
Jeff Rohrs, Vice President, Marketing, ExactTarget
Gabrielle Shea Stevens, Group Director, e-Dialog
Marco Marini, President & CEO, ClickMail
Dennis Dayman, Chief Privacy & Deliverability Officer, Eloqua
10:30-11:00am Break and Sponsor Exposition

11:00am-12:10pm Breakout Sessions
Breakout Track #1 Breakout Track #2
11:00-11:30am Case Study: How Yahoo! Uses Email to Case Study: How to Track ROI for So-
Build Relationships Year-Round cial Media Campaigns
Speakers: Moderator:
Sue Coakley, Sr. Director, Customer Boris Grinkot, Associate Director of
Contact Strategy, Yahoo! Product Development, MECLABS
Cori Chao, Director, Email Marketing,
Yahoo!
11:40am-12:10pm Case Study: Personalized Radio and Case Study: Leveraging Transactional
Personalized Email - How Pandora Messages to Boost Email Newsletter
Keeps People Listening and Drives Opt-Ins
Conversion with Email
Speaker: Speaker:
Matt Nichols, Director of Marketing, Johannes Neuer, eCommunications
Pandora Manager, The New York Public Library

Agenda 11
Wednesday, January 26
Email Summit - Day 3 Continued
12:10-1:30pm Networking Lunch sponsored by Silverpop and Sponsor Exposition
1:30-2:30pm Panel: Best Practices in Email Deliverability
Moderator:
Jeff Rice, Research Analyst, MarketingSherpa
Panelists:
Austin Bliss, President, FreshAddress, Inc.
Tom Sather, Director of Deliverability Consulting, Return Path
Jack Hogan, CTO & Co-Founder, Lifescript, Inc.
Amit Singh, Specialist, Consumer Marketing Technologies, Nestle USA
2:30-3:30pm Practical Solutions to the Most Critical Challenges Facing Email Marketers Today
Speaker:
Jeanne Jennings, Independent Consultant, Email Marketing Strategy;
Email Marketing Trainer, MarketingSherpa
3:30-4:00pm Summit Takeaways and Closing Remarks
CAPABILITIES FOR A CONNECTED WORLD

• Narrowcasting • Networked Intelligence
• Multi-dimensional Insight • Personalized Engagement
Personalized and Coordinated Engagement across channels – leading to that “aha” moment
when you are in synch with your audience and nothing else matters.
Marketers only have a limited number of opportunities to truly engage with each individual. That’s
why delivering the right message to the right audience at the right time is so important – let Acxiom
show you how. Go to www.acxiom.com/fillintheblanks.
Official Mobile Marketing Sponsor of MarketingSherpa Email Marketing Summit 2011
www.acxiom.com • 1.888.3ACXIOM

13
General
Info
14 General Info
Exposition Floor Plan

Caesars Palace - Forum Ballroom, on Pool level
Dining Area 11 12 13 14 15
Breakout
Session Room General
North Promenade
Session Room Dining Area
Stage
Stage 10
16 29
9
17 28 40
8
18 27
Dining Area
7
19 26
6
20 25
5 39
21 24
4
22 23 38
3
2 Sponsor Exhibition Area 37
1
Entrance to Exhibits 30 31 32 33 34 35 36
1 2 3 4
Registration Consultation Clinics
Restrooms
East Promenade Main Public Entrance

General Info 15
Booth & Clinic Listings

Sponsor Booth Numbers
1. Bronto Software 20. StrongMail
2. Bronto Software 21. StrongMail
3. MECLABS 22. ExactTarget
4. Acxiom 23. ExactTarget
5. Compendium 24. e-Dialog
6. Experian CheetahMail 28. One to One Connect
7. Slingshot SEO 29. Constant Contact
8. SMTP.com 30. Infogroup Interactive
9. Infor 31. Radian6
10. emfluence 32. Silverpop
11. WhatCounts 33. Silverpop
15. MarketingSherpa 34. Net Atlantic
16. iPost 37. Harte-Hanks Postfuture
17. Responsys 38. Nex-Sales
18. Responsys 39. BlueHornet
19. ClickMail 40. rabbit eMarketing
Consultation Clinic Rooms

1. StrongMail and MECLABS
2. Silverpop and ClickMail
3. Infogroup | Interactive
4. Lyris
Social Content Publishing Platform
Create • Share • Acquire

www.compendium.com

16 General Info
General Information
We certainly hope your visit to Las Vegas for Email Summit 2011 is both informative and enjoyable.
Below is some general information for the event. If you have further questions, please stop by the
registration desk at the entrance to the Sponsor Exhibit Area and we’ll be glad to assist you.
Twitter
#SherpaEmail
Text Alerts
Sponsored by
To opt in, text SHERPA11 to 229466

To opt out, text MSTOP
Consultation Clinics
To book a consultation clinic appointment, please visit
2011EmailClinics.marketingsherpa.com
Presentation Slide Deck

For PDF downloads of the slide presentations for Email Summit sessions, please visit
2011EmailSlides.marketingsherpa.com
Business Center
Location: Just off the Palace Tower Elevator on the walkway leading to the pool
Hours of Operation: Mon-Fri, 7:00am-6:00pm, Sat-Sun 8:00am-4:00pm
Services Include: Worldwide Shipping, photocopies, computer access, faxing
What to Wear
For all workshops, sessions and cocktail parties, business casual attire is appropriate. The attire for the
Networking Party on Tuesday night at PURE Nightclub is casual chic. Please no sports jerseys, tank tops
on men, tennis shoes or athletic wear.
Email Award Winners

This year’s email award winners are being highlighted in the MarketingSherpa booth (#15). Please stop
by to see the innovative campaigns produced by your fellow email marketers. We had many worthy
submissions, but our award winners were exceptional.

General Info 17
Use of Photo, Video and Company Names

All participants permit their organization name and of any photographs or videos taken of them
during the Email Summit to be used for publication or promotion purposes as MarketingSherpa deems
appropriate.
Meal Information
Monday
8:00-9:00am Breakfast for Workshop Attendees Sponsor Exhibition Area
5:30-7:00pm Welcome Cocktail Reception Sponsor Exhibition Area
Tuesday
7:00-8:45am Networking Breakfast sponsored by Silverpop Sponsor Exhibition Area
12:45-2:00pm Networking Lunch sponsored by Silverpop Sponsor Exhibition Area
6:00-9:00pm Networking Party sponsored by ExactTarget Pure
Wednesday
8:00-9:00am Networking Breakfast sponsored by Silverpop Sponsor Exhibition Area
12:10-1:30pm Networking Lunch sponsored by Silverpop Sponsor Exhibition Area
If you have special meal needs, please stop by the registration desk and we will be glad to assist you.
BOOK YOUR APPOINTMENT

TODAY FOR A FREE EMAIL
HEALTH CHECK INCLUDING:
· Reputation Check
Visit us
· Rendering Check at booth
· Deliverability Screening #19
· Email Layout Analysis

19
Consultation
Clinics
20 Consultation Clinics
1-on-1 Consultation Clinic Information

We’ve done our best to provide you with an event agenda that covers a wide variety of topics. Our goal is for
each of our attendees to leave with their email questions answered. However, it is not possible to tackle every
conceivable issue in our general sessions. That’s where our onsite 1-on-1 consultation clinics come in.
We’ve assembled a team of industry experts that can answer your most pressing issues related to email. They’ll
meet with you 1-on-1 in a half-hour session to listen to your challenges and give you valuable advice. These
clinics are not cleverly disguised sales pitches. They are designed for you to get the information you need given
your unique situation. If you’d like to discuss software, platform or service issues that’s fine too…we’re here to
help you get the answers you need!
Book your appointment online now by visiting:

If you do not have access to a computer, please stop by the kiosk located next to the registration desk. You can
book your session there and we’ll be happy to answer any questions you might have.
Job#/Name: 10-1826 Marketing Sherpa Ad

Client: K. Murphy Writer: Tim Designer: Doug
Acct/Mgr: Katie Review Level: B Revision#:
Type: Space Ad Specs: 7x3, no bleed
The #1 email marketing The #1 partner program for the

tool for small businesses. solution providers that serve them.
The Constant Contact Partner Program provides
solution providers like you with FREE access to the tools
you need to help your clients—and increase your revenue.
Stop by Booth #29

to learn more. Plus have a chance to
win a Constant Contact Flip Cam.
Visit ConstantContact.com/Sherpa
or call 1-877-737-3552.
Revenue sharing | Industry-leading tools | Expert KnowHow | Free support

21
Consultation Clinic Topics:

1. Design and Creative: If you need help creating that perfect email, this is the topic for you. Get advice on how
to design an email that will catch your audience’s attention and help generate the best clickthrough rate.
2. Deliverability: One of the greatest challenges in email marketing is getting your email past the myriad filters
and spam blockers. Our experts can give you tips on how to make sure your emails get through to your recipients.
3. Measurement: Are you experiencing problems with measuring and reporting on the effectiveness of your
email campaigns? We can help you get the information that matters and help you make better decisions.
4. B2B Email: Marketing to businesses brings its own set of challenges and quirks. Let our experts help you
with your questions related to email in the B2B space.
5. Mobile Marketing: To stay ahead of your competitors, you cannot afford to overlook mobile marketing as
a viable marketing strategy. Whether you’re looking to get started or need help fine-tuning your plan, our
consultants can give you valuable pointers.
6. Social Marketing and Email: A tight integration between your social marketing and email marketing
initiatives can enhance the performance of both. Let us answer your questions and guide you toward a more
effective strategy.
7. Landing Page Optimization: An email campaign is only as good as the landing page that your audience will see
when they click through. Our experts will help you design pages that convert clicks into sales and/or leads.
8. Advanced Strategy: If you’ve mastered the basics and are ready to take your email campaigns to the next
level, our consultants can help you identify advanced tactics that can increase your ROI.
9. B2B Lead Optimization: Learn how to stay engaged with a multi-touch approach that includes meaningful
phone calls and timely emails that share relevant content, build your opt-in database and keep your
prospects informed and interested.
10. Acquisition to Advocacy: Welcome programs, trigger campaigns, deliverability and other ways to strengthen
relationships with email subscribers to create customers that become company advocates.

Consultants
LOCATION: Consultation Clinic Room 1
Laura Crawford
Senior Email Strategist
StrongMail
In addition to several years of email experience, Laura Crawford brings more than 15 years managing successful
integrated B2B and B2C marketing programs from the client and agency side for Fortune 100 clients and start-
ups. Most recently, Crawford was an account lead for one of the world’s largest computer manufacturers, helping
them to drive engagement and increase revenue. Key programs included predictive modeling, multivariate and
cadence testing, preference centers, behavioral targeting, and content strategies.
TIMES AVAILABLE : TOPICS COVERED:
MON, Jan 24th, 1:00 PM – 7:00 PM Design & Creative, Measurement,
TUE, Jan 25th, 7:00 AM – 5:30 PM Advanced Strategy, B2B Email,
WED, Jan 26th, 8:00 AM – 4:00 PM Social Marketing & Email
Amanda Hinkle
Online Marketing Strategist
StrongMail
Amanda Hinkle brings nearly 10 years of experience in the design, management and analysis of integrated
marketing solutions. A standards-driven professional, Hinkle brings a wealth of expertise in data integration and
CRM across websites, email, social, search and print.
Prior to joining StrongMail, Hinkle worked within a number of high-profile organizations to advance their
marketing and communications initiatives, including Easter Seals, the University of Chicago Booth School of
Business, and the U.S. Department of State.
MON, Jan 24th, 1:00 PM – 7:00 PM Design & Creative, Measurement,
TUE, Jan 25th, 7:00 AM – 5:30 PM Advanced Strategy, B2B Email,

ABOUT STRONGMAIL
StrongMail enables marketers to forge meaningful, profitable and long-lasting connections with their
custom¬ers through email marketing and social media. Their dedicated solutions offer the lowest cost
of ownership of any tier-one solution and easily connect with customer data for superior relevancy and
performance. Easy integra¬tion with customer data, no CPM fees, and cutting-edge agency services are
just a few of the reasons Fortune 2000 companies are switching to StrongMail.
Their email and social CRM agency provides groundbreaking strategic and creative services to help
marketers listen, learn, engage and influence best customers.
Book your appointment online now by visiting:

Are You In the Market

for a New ESP?
Visit StrongMail at booths 20 & 21 and get the free whitepaper,
“10 Reasons Why StrongMail Should be on Your ESP Shortlist”
www.strongmail.com • (800) 971-0380

Consultants
Adam Lapp
Senior Optimization Manager, Conversion Group
MECLABS Applied Research
Adam Lapp joined MECLABS as a Research Analyst in September 2006. Prior to that, he attended the Masters
program at the University of North Florida in the department of Literature. While at MECLABS, he has filled
several roles such as research project manager, writer and paid search manager. Lapp specializes in website
optimization, usability, SEO, Google Analytics, Google Website Optimizer and social media.
TIMES AVAILABLE : TOPIC COVERED:
MON, Jan 24th, 4:00 PM – 7:00 PM Landing Page Optimization
TUE, Jan 25th, 1:00 PM – 5:30 PM
WED, Jan 26th, 12:30 PM – 4:00 PM
Tony Doty
Research Manager, Conversion Group
Tony Doty graduated with a B.S in Materials Science from the University of Minnesota. Prior to joining the
MECLABS team, he worked as a Product Management Consultant helping companies optimize their product
offerings and respective marketing strategies, oftentimes leading to double digit growth. Now with MECLABS as
a Research Manager, Doty has turned his considerable talents towards optimizing the sales process. He regularly
works with MECLABS clients in optimizing online marketing campaigns and implementing a testing strategy.

MON, Jan 24th, 1:00 PM – 4:00 PM Landing Page Optimization
TUE, Jan 25th, 7:00 AM – 12:00 PM
WED, Jan 26th, 8:00 AM – 12:00 PM

Bob Hanson
Director of Business Development
Bob Hanson has almost 15 years of experience in generating new business and cultivating client relationships
that lead to complex, multi-year, national and global service agreements. As Director of Business Development
for Applied Research at MECLABS, Hanson conducts strategic consulting with clients to drive conversion
and develop sales ready leads for their sales force. Previously, Hanson worked as an Account Executive with
Personnel Decisions International, where he consistently produced multi-million dollar annual sales, and served
as Vice President of Sales & Marketing for Travel Tags / Xtreme Graphics where he was a key member of the
senior leadership team.

MON, Jan 24th, 1:00 PM – 7:00 PM B2B Lead Optimization
TUE, Jan 25th, 7:30 AM – 12:00 PM, 12:30 PM – 5:30 PM
WED, Jan 26th, 8:00 AM – 12:00 PM, 12:30 PM – 4:00 PM
ABOUT MECLABS
MECLABS is a science lab that uses real-world research to help business leaders get better use out of sales and
marketing technology and resources, including Internet marketing, website optimization, and lead generation
and nurturing. We have been involved in direct research partnerships with companies throughout Europe and
North America since 2001.
MECLABS deploys a rigorous methodology to conduct research. This research is compiled from:
• More than 10 years of research partnership with clients
• 1,300 experiments
• More than 1 billion emails
• 10,000 landing pages tested
Insights from our work are then codified within our Primary Research groups. Much of this information is
pub¬lished for free via our websites, newsletters, blogs and web clinics. In aggregate, our research is made avail-
able in more than 100 conferences, and through 974 case studies, 753 articles and 180 research briefs.

Consultants
Loren McDonald
Vice President of Industry Relations
Silverpop
Loren McDonald’s role at Silverpop is to educate clients and prospects on best practices and emerging trends in
email and engagement marketing. He has 26 years experience in marketing, consulting and strategic planning,
has written more than 400 articles and blog posts, and is a frequent speaker at major industry conferences.
McDonald has held executive marketing positions at a variety of companies, including Lyris, Inc., EmailLabs,
USWeb/CKS and Arthur Andersen.

MON, Jan 24th, 1:00 PM – 7:00 PM Social Marketing & Email
TUE, Jan 25th, 8:00 AM – 4:00 PM
and 6:00 PM – 7:00 PM
WED, Jan 26th , 8:00 AM – 4:00 PM
Robert Consoli
Director of Deliverability & Provisioning Services
Silverpop
Robert Consoli has more than 15 years of experience in the technology industry. He helps resolve deliverability
issues by working closely with clients to improve their practices and dealing directly with ISPs and inbox
providers, ensuring Silverpop clients have the highest deliverability rates in the industry. Consoli also manages
the process that supports new clients, helping them quickly achieve mastery of Silverpop’s powerful engagement
marketing solutions.
MON, Jan 24th, 1:00 PM – 7:00 PM Deliverability, Advanced Strategy,
TUE, Jan 25th, 8:00 AM – 5:30 PM Acquisition to Advocacy
WED, Jan 26th, 8:00 AM – 2:00 PM
ABOUT SILVERPOP
Silverpop is the only marketing technology provider that offers a powerful marketing automation solution built
atop a scalable email marketing platform. The company has more than a decade of experience empowering mar-
keters to deliver highly relevant communications that efficiently drive revenue while also building brand loyalty.
Companies rely on the Silverpop Engage platform to create and manage sophisticated multichannel marketing
campaigns that nurture customer and prospect relationships from interest to conversion and beyond. Silverpop’s
industry-leading thought capital, strategic counsel and customer service, combined with an extensive ecosystem
of world-class partners, allow its customers to quickly and cost-effectively automate even the most complex
campaigns—improving marketing results and increasing ROI. With a presence in the United States, Europe and
Australia, Silverpop is trusted by leading brands around the globe.

Consultants
Cameron Kane
Chief Technology Officer
ClickMail Marketing, Inc.
Cameron Kane has more than 13 years experience in the digital marketing arena. He founded and ran a San
Francisco-based agency for close to a decade. Kane pioneered Personalized Rich Media for use in email, and has
built and deployed other solutions that enhance email engagement. Kane currently serves as CTO for ClickMail
Marketing and helps build custom email/marketing solutions for large and small brands alike.

MON, Jan 24th, 1:00 PM – 7:00 PM Design and creative, Delivery past filters,
TUE, Jan 25th, 7:00 AM – 5:30 PM Measurement, Advanced strategy, B2B email,
WED, Jan 26th, 8:00 AM – 4:00 PM Mobile marketing, Social marketing and email
Michael Kelly
Co-founder & Director, Business Development
ClickMail Marketing, Inc.
Michael Kelly has 14 years of sales and business development experience in the permission-based broadcast
messaging arena. At ClickMail, Kelly focuses on developing strategic alliances, driving revenue, and ESP vendor-
partnerships. He is active in the professional email messaging community, most notably as a faculty member at
the University of San Francisco, where he teaches the university’s Marketing Master Certificate/Advanced Email
program. Kelly is a past contributor to MarketingSherpa research publications, and has presented many times at
various ESP national user conferences and regional industry events.

MON, Jan 24th, 1:00 PM – 7:00 PM Design and creative, Delivery past filters,
TUE, Jan 25th, 7:00 AM – 5:30 PM Measurement, Advanced strategy, B2B email,
WED, Jan 26th, 8:00 AM – 4:00 PM Mobile marketing, Social marketing and email
ABOUT CLICKMAIL
ClickMail Marketing is a value-added reseller of Email Service Providers and email-related services. They offer
the nation’s largest selection of ESPs and stay vendor-neutral in order to recommend the solution best suited to
your needs. ClickMail also offers a unique portfolio of services to help take your e-marketing investment to the
next level, including partnerships with the industry leaders in optimization to offer products and services to help
optimize deliverability, reputation and effectiveness.

Consultants
Interactive
Marie Honme
Marketing Strategist
Infogroup Interactive
Marie Honme is an Interactive Marketing Strategist on the Infogroup Interactive Professional Service team. As a
ten-year veteran in the email marketing space, she provides strategic services such as best practices consulting,
campaign planning and analysis. Prior to her tenure at Infogroup Interactive and Yesmail, Honme held positions
at Microsoft and RealNetworks.
Honme can assist with getting your email marketing program on the right track for 2011. Bring your email
marketing strategies, questions and plans and she will provide an experienced opinion and a lively discussion.

MON, Jan 24th, 1:00 PM – 7:00 PM Measurement, Social Marketing & Email
TUE, Jan 25th, 8:00 AM – 1:00 PM and Advanced Strategy
Matthew Caldwell
Senior Creative Director
An email design pioneer since 1999, Matt Caldwell is the founder of Yesmail’s award-winning Creative Services
group, whose clients include HP, Coca-Cola, AT&T, eBay, Kodak, Microsoft, Intel, Warner Bros and many more).
Caldwell received a Bachelor’s in Marketing from Indiana University and studied Art/Graphic Design at The
Pacific Northwest College of Art and the Oregon College of Art & Craft. Caldwell was formerly the Creative
Director for ThrustMaster, Labtech, Logitech and @Once.
Caldwell is a 10-year veteran of email design and the founder of Yesmail’s Creative Services division. He will assist
with all things email design. Whether it’s a welcome campaign, a triggered transactional message or ideas to
turn on your inactives, Caldwell can view your layouts and provide suggestions for improvement. Furthermore,
he is available to discuss the exciting, changing landscape of email design as things shift towards mobile-friendly
layouts and how to incorporate social media into your emails.

TUE, Jan 25th, 12:00 PM – 5:30 PM Design & Creative, Mobile Marketing and
ABOUT INFOGROUP INTERACTIVE

Infogroup Interactive is a new digital solutions and services company for marketers. The power behind the
Infogroup Interactive brand includes Infogroup sister divisions, Yesmail and Walter Karl, in addition to a key
digital partnership with a leading interactive firm. Infogroup Interactive is the newest division of Infogroup that
brings marketers a comprehensive, cross-channel, digital marketing solution to build and execute powerful
marketing campaigns that include email marketing, mobile and SMS marketing, social media, direct marketing
media and Web-based applications.

Consultants
David Fowler
Global Director of Email Strategy, Deliverability and Privacy Compliance
Lyris Inc.
David Fowler has more than 20 years of email marketing experience focused on issues associated with email
marketing best practices, deliverability and privacy compliance. Fowler is a seasoned deliverability expert with
a with national and international engagements including: International Association of Privacy Professionals
(IAAP), Federal Trade Commission (FTC), Inbox Atlanta and San Jose, Inbox/Outbox London, American Marketing
Association, Messaging and Anti Abuse Working Group (MAAWG) US and EU, TRUSTe, Privacy and American
Business and the Email Insider Summit.
Fowler will discuss email marketing best practices, deliverability and privacy compliance. Learn about what
factors affect deliverability rates, alongside specific strategies and best practices to implement to protect
your email marketing programs from blacklisting. He will also cover maintaining list hygiene and managing
relationships with ISPs.

MON, Jan 24th, 1:00 PM – 7:00 PM Deliverability, Measurement, Mobile
TUE, Jan 25th, 7:00 AM – 5:30 PM Marketing, Advanced Strategy and
WED, Jan 26th, 8:00 AM – 4:00 PM Acquisition to Advocacy
Orlando Pequeneza
Director of Full Services
Lyris Inc.
Orlando Pequeneza has over more than 14 years of online marketing experience with expertise in email marketing
strategy, trending and program development. Mr. Pequeneza is expert in welcome programs, trigger campaigns,
automation and Web analytics, and his background includes engagements at Mediaplex, SysIQ and Yesmail.
Pequeneza will discuss the process of improving the quality of the user experience to migrate subscribers
from acquisition to advocacy. Learn about how to maximize the lifetime value of your subscribers through by
implementing effective welcome programs and trigger campaigns. He will also cover Web analytics and behavioral
segmentation and how improved targeting based on behavior can significantly improve campaign performance.

TBD (check website) Deliverability, Measurement and
Acquisition to Advocacy
ABOUT LYRIS
Lyris, Inc. is the online marketing expert delivering the right mix of software technology and industry knowledge
to help its customers simplify their marketing efforts and optimize campaign ROI. Through its on-demand inte-
grated marketing suite, Lyris HQ, and reliable on-premise solutions, including Lyris ListManager, Lyris provides
customers the right tools to optimize their online and mobile marketing initiatives.

31
Sessions
32 Sessions
Pre-Summit Workshop #1
9:00am-1:00pm, Monday, General Session Room
Advanced Email Marketing
WORKSHOP DESCRIPTION
As the MarketingSherpa Email Marketing Trainer, Jeanne Jennings led the full-day MarketingSherpa Email
Marketing Essentials Workshop Training Tour in 2010, receiving excellent reviews. This advanced email marketing
workshop is designed to go beyond the essentials and teach attendees some of the more progressive strategies
in email marketing. The presentation is a blend of MarketingSherpa data and case studies along with case studies
and stories gleaned from Jennings’ 20+ years in the online/email marketing industry. The session will cover
advanced segmentation and targeting, multi-channel campaigns, advanced analytics and testing and much more.
Instructor:
Jeanne Jennings
Independent Consultant, Email Marketing Strategy;
Email Marketing Trainer
MarketingSherpa
Jeanne Jennings is a sought-after speaker on email marketing topics. Her presentations regularly receive
glowing reviews and are geared toward providing practical advice that attendees can implement quickly
and cost-effectively to improve their email marketing efforts. Numerous audiences have benefited from her
expertise, including the ExactTarget User Conference, the Specialized Information Publisher’s Association, the
Direct Marketing Association and many more.
Jennings is principal of JeanneJennings.com, Inc., an email marketing consultancy that helps enterprises large
and small become more effective and more profitable online. She has more than 20 years of experience in the
online marketing and product development world, beginning with CompuServe in the late 1980s.
Prior to starting her consulting business more than eight years ago, Jennings was Director of Email Product
Development for Reed Business Information (formerly Cahners), a subsidiary of Reed Elsevier and one of the
largest B2B publishers in the United States. Here she oversaw a team that developed and/or revamped more
than 170 unique email newsletter titles, as well as numerous direct response and other campaigns conducted
via email. Under Jennings’ guidance, Reed sent more than 7 million email messages to over 2 million unique
addresses each month.
The Email Marketing Kit: The Ultimate Email Marketer’s Bible (published by SitePoint) is Jennings’ first book
and it’s getting rave reviews. She also writes a twice-monthly column on email marketing for ClickZ.com and
periodic posts for the MarketingSherpa blog, and is recognized as an expert in email marketing strategy,
creative development and technical integration.

Sessions 33
Agenda for the Advanced Email Marketing Workshop

8:00-9:00 11:00-11:30
Networking Breakfast for Workshop Attendees Using Email More Effectively
• Strategic resends (case study)
9:00-9:15 • Triggered campaigns (case study)
Introduction • Drip campaigns (case study)
• MarketingSherpa/Jennings background • Transactional email message (case study)
• Attendees goals for the day
• Course overview 11:30-12:00
• Email is not dead (statistics and case study) Multi-channel Campaigns
• Integrating digital, social, video,
9:15-9:45 telemarketing, direct mail and other offline
Advanced List Growth and Maintenance channels (case studies)
• Online registration (statistics and case study)
• Offline registration (case study) 12:00-12:30
• List maintenance and hygiene Advanced Analytics
• Reactivation campaigns (case study) • Industry benchmarks
• Building your own benchmarks
9:45-10:15 • Response flow analysis (case study)
Advanced Segmentation and Targeting
• Why segment? 12:30-12:50
• Segmentation Models (case studies) Advanced Testing
- Key types of data available for Segmentation • Prioritizing test elements
- Reported behavior • Testing formulas
- Observed behavior • Multivariate modeling (case study)
• Email clickstream • Small batch testing (case study)
• Website clickstream
- Lifecycle 12:50-1:00
- Recency-Frequency-Monetary Additional Resources, closing and evaluations
- Ad-hoc
- Matrix
10:15-10:45
List Engagement
• Why? Deliverability and performance
• Analyzing your list
• Reactivation campaigns (case study)
10:45-11:00
Break

34 Sessions
Pre-Summit Workshop #2
9:00am-1:00pm, Monday, Breakout Session Room
The MarketingSherpa Social Marketing ROAD Map
WORKSHOP DESCRIPTION
Social media has created an exciting and challenging world of new possibilities for marketers. But many
marketers are exploring this unfamiliar terrain without a compass – or strategy – to guide them. Captivated by
the hype and the ease of implementing social sites, many are ignoring proven marketing principles. They are
launching social media marketing initiatives by creating blogs, Twitter and Facebook accounts without any plan
or purpose.
However, a momentous change is taking place in the use of social media for marketing purposes. Social
marketing is maturing to the point where the mainstream is now transitioning from the trial-and-error tactical
phase of the learning curve to the strategic phase. Marketers are learning to begin their social marketing
initiatives by researching the medium and monitoring target audiences to determine realistic objectives. Then
they formulate tactical plans and roll-out the social platforms required by the plan.
To help marketers ascend this steep learning curve, they need a practical method for mapping their social media
strategy. They need to develop a coherent process for achieving objectives that can be easily and routinely
performed. MarketingSherpa’s Social Marketing ROAD Map Strategy Training Course was created to fulfill this
need. In this workshop, you’ll learn how to create a tactical plan of action, determine real objectives and decide
a social platform that fits into your marketing architecture.
Speakers:
Sergio Balegno
Director of Research
MarketingSherpa
Sergio Balegno is the Research Director for the MarketingSherpa Research Group. His research covers
the topics of social media marketing and PR, email marketing and business technology marketing for
MarketingSherpa benchmark guides and special reports. Balegno is a frequent speaker on these topics at
MarketingSherpa Summits, industry conferences and online events. His 30 years of marketing experience have
included roles as client-side executive, agency principal, consultant and analyst.
Jen Doyle
Senior Research Analyst
MarketingSherpa
Jen Doyle serves as Senior Analyst at MarketingSherpa, covering search engine marketing (SEO and PPC), B2B
marketing and social media. She is the lead author of the 2011 Search Marketing Benchmark Report and the
2011 B2B Marketing Benchmark Report. Doyle is also a speaker at MarketingSherpa and partner events, a
MarketingSherpa newsletter columnist and blog contributor, and a speaker for MarketingSherpa and partner
webinars. Her research has been instrumental in the development of new media marketing practices.
Prior to joining MarketingSherpa, Doyle managed search, social media and direct marketing campaigns for
companies in the computer software industry, consumer retail, B2B services as well as nonprofit. Jen has been
recognized for her successful experience in the practice of search engine marketing programs that target a wide
variety of audiences.

Sessions 35
Agenda for the Social Marketing Workshop

8:00-9:00 11:00-11:30
Networking Breakfast for Workshop Attendees ROAD Map - Actions: Social Marketing Tactics
• Effectiveness versus “fast and easy”
9:00-9:15 • Blogging, microblogging, social networking
Introductions and Expectations and multimedia content sharing
• Instructor and attendee introductions • Case study: Lessons in developing your social
• Shared expectations for the workshop marketing tactical plan
• The importance of a social media policy
9:15-9:45 • Social Media’s share of the online marketing
Setting the Stage for Social Marketing Success budget
• The state of social media - a new world of
marketing opportunities 11:30-12:00
• Three questions to ask ourselves before ROAD Map - Actions (cont.): Social Media
getting started Integration
• Social Marketing ROAD Map: A method for • Integrating social media with other tactics in
mapping your social marketing strategy the mix
• Class exercise: Determining your • Extending the reach of email campaigns with
organization’s phase of social marketing social sharing
maturity • Inbound marketing’s powerful pair - search
and social
9:45-10:15 • Case study: Key trends and tactics in search
ROAD Map - Research: Gathering Intelligence and social integration
• Stop, look and listen - monitoring social media
• What to monitor, benchmark and tools to use 12:00-12:45
• Target audiences segments ROAD Map - Devices: Technology and
• Identifying your existing content for social Architecture
marketing repurposing • Creating a strategy that outlives technology
• Analyzing social platforms for strengths and
10:15-10:45 weaknesses
ROAD Map - Objectives: Targeting and Alignment • Identifying hub sites for content and
• Defining targeted and measureable objectives conversion
for social marketing purposes • Prioritizing platforms for community building
• Prioritizing target audience segments and engagement
• Identifying metrics and reporting
specifications 12:45-1:00
Wrap-up. Review of Top Takeaways for Mapping
10:45-11:00 Your Social Marketing Strategy
Break

36 Sessions
General Session
2:15pm-3:00pm, Monday, General Session Room
How-To: Proven Processes for Accelerating Email Marketing
Performance
SESSION DESCRIPTION
Email has long been established as one of the hardest working tools in the marketing toolbox. Strategically,
email plays an important role in achieving a wide range of marketing objectives. Tactically, email appears to have
unlimited potential especially when integrated with emerging marketing channels like social media. As a mature
tactic, performance improvements are no longer measured in quantum leaps but in incremental steps. The
research team at MarketingSherpa wants to shift the tide and help kick-start your email efforts in 2011.
In this session, Sergio Balegno will share research on the state of email marketing today and the challenges email
marketers confront. Jeff Rice will identify five key areas to focus on for improvement in 2011. Learn helpful how-
to steps, hear insightful case studies and leave with a greater understanding of ways to accelerate your email
marketing performance.
Speakers:
Sergio Balegno
MarketingSherpa
Sergio Balegno is the Research Director for the MarketingSherpa Research Group. His research covers
the topics of social media marketing and PR, email marketing and business technology marketing for
MarketingSherpa benchmark guides and special reports. Balegno is a frequent speaker on these topics at
MarketingSherpa Summits, industry conferences and online events. His 30 years of marketing experience have
included roles as client-side executive, agency principal, consultant and analyst.
Jeff Rice
Research Analyst
MarketingSherpa
W. Jeffrey Rice is a Research Analyst at MarketingSherpa, focusing on email marketing. He is the lead author of
the 2011 Email Marketing Handbook, contributing author of the 2011 Email Marketing Benchmark Report and a
MarketingSherpa e-newsletter columnist. Rice has also spoken on both MarketingSherpa and partner webinars.
Prior to joining MarketingSherpa, Rice led marketing efforts at B2B and sports entertainment companies. His
diverse background in both traditional and online marketing strategies enabled him to manage cross-functional
teams to produce effective campaigns.

Sessions 37
General Session
3:30pm-5:30pm, Monday, General Session Room
Crafting an Effective Email Message: Five elements that
contribute to the success (or failure) of every email campaign
SESSION DESCRIPTION
Utilizing research findings from nearly a decade of online marketing experimentation, Dr. Flint McGlaughlin,
Managing Director (CEO) of MECLABS, will discuss the most essential discoveries made by MECLABS in the realm
of email marketing. In this session, he will walk through five key elements that determine the success (or failure)
of any email campaign, while teaching proven methods for crafting effective email messages that generate
quality response. Finally, he will conduct live optimization of audience-submitted email campaigns to help
connect these principles to real-life practice.
Instructor:
Dr. Flint McGlaughlin

Managing Director & CEO
MECLABS
Flint McGlaughlin is the Director of MECLABS Group. The organization has partnered with key market leaders
including, The New York Times, Microsoft Corporation and Reuters Group. Dr. McGlaughlin also serves as the
Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (UK), as the
Chairman of the Board of Governors for St. Stephen’s University, and as a Trustee for Westminster Theological
Centre. Dr. McGlaughlin originally studied Philosophy and Theology at the University of London’s Specialist
Jesuit College. Today, his primary research is focused on enterprise as transformative agent. His work has won
multiple awards and has been quoted in more than 13,000 online and offline sources.

38 Sessions
General Session
8:45am-9:15am, Tuesday, General Session Room
Case Study: How Microsoft Uses Technology to Drive 1:1

Real-Time Content and Offer Optimization for 2 Billion
Consumers
SESSION DESCRIPTION
The brand-side email marketing team at Microsoft focused on reaching their 2 billion consumers worldwide
across 3,600 email campaigns and nearly 1 billion emails per month. This year, they piloted their Email Advisor
product in email with incredible success. This case study focuses on the pilot and the technology which resulted
in tremendous impact within the channel and a production release. The technology allowed the team to directly
impact the business and bring email marketing to the leading edge in terms of technology and real-time 1:1
data-driven content and offer optimization.
Speaker:
Ben Day
Group Marketing Manager
Microsoft Corporation
Ben Day manages marketing operations for Microsoft’s Bing, MSN and Windows Live business, reaching
billions of consumers worldwide. He has spent several years in the direct marketing space, and originally
worked in market research for financial services companies. He is passionate about leveraging technology to
improve relationship marketing performance.
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Sessions 39
Email marketing shouldn’t be a one size fits all. Neither should your email solution.
Bronto’s unique “Crawl, Walk, Run” approach fits online retailers with the appropriate level of services
coupled with a powerful solution to identify strategies unique to their business and accelerate results.
Visit booth #1 to learn about our unique solution and receive our book excerpt “Crawl, Walk, Run:
Email Marketing Strategies to Uplift Your Results” and register to win a free Apple iPad.
bronto.com 1.888.BRONTO.1 Follow @Bronto on Twitter
YOUR CURRENT MARKETING

ROI IS .
AND IF IT DOESN’T IMPROVE,
YOU WILL BE .
It’s not a question. It’s a decision. If you want to increase ROI — and create better
prospects ahead — you need a better way to engage today’s hyper-connected consumers.
But if you’re like most marketers, you probably have gaps in your knowledge and
capabilities that are holding you back. FILL IN THE BLANKS.
Visit Acxiom at Booth #4

for a chance to win an iPad.
www.acxiom.com • 1.888.3ACXIOM

40 Sessions
General Session
9:15-10:00am, Tuesday, General Session Room
Panel: Growing Email Lists and Engaging Customers with
Social Media
SESSION DESCRIPTION
Social media is a hot topic in marketing circles, yet many companies are struggling to establish social media
initiatives with concrete, measurable results. During this panel, you will hear how two companies – Freshpair and
Threadless – are successfully integrating their social media and email marketing plans. Afterwards, the panel will
field questions about these case studies and your specific challenges in using social media and email to build lists
and engage customers and prospects.
Moderator:
Sergio Balegno
MarketingSherpa
Sergio Balegno is the Research Director for the MarketingSherpa Research Group. His research covers the topics
of social media marketing and PR, email marketing and business technology marketing for MarketingSherpa
benchmark guides and special reports. Balegno is a frequent speaker on these topics at MarketingSherpa
Summits, industry conferences and online events. His 30 years of marketing experience have included roles as
client-side executive, agency principal, consultant and analyst.
MINI CASE STUDY: FRESHPAIR

Freshpair, a leading Internet retailer of women’s and men’s underwear and intimate apparel, orchestrated a successful
Facebook fan-acquisition campaign around an email message. Freshpair had established a robust social presence on its
Facebook page, which played up its young, hip image with offers, tips and quips from its social media staffers, plus product
and behind-the-scenes pictures and video. The company wanted to attract more fans than it was drawing with the fan link in
its regular promotional emails.
Working with Responsys, Freshpair dedicated one email message to promote their Facebook page, targeted to their best
customers, most engaged prospects and students. Those who clicked the “Become a Fan” links in the email and on the
Facebook page received a 10% percent discount offer. The email helped Freshpair increase its Facebook fans by 25% and
generated 27x more fans per day than the fan link in promotional emails.
MINI CASE STUDY: THREADLESS

Threadless is the international online community-based t-shirt company. Threadless t-shirts have been sourced from an
ongoing open-call for t-shirt submissions from a worldwide community of amazing artists and designers. Once submitted,
the community of more than one million members cast votes that help Threadless decide which designs become t-shirts.
In 2009, Threadless increased revenue by 120% using email and social media. A key component of Threadless’ email strategy
was a “Welcome Email” program that introduced users to an optimized online preference center that allowed consumers
to control and personalize the information they receive from Threadless. The company also sent targeted coupons to new
buyers to encourage repeat purchases and collected customer insights through emailed customer satisfaction surveys.
In addition to email alerts, promotional messages and surveys, Threadless also posts daily Twitter updates and Facebook
status updates to stay engaged with its community of designers, bloggers and buyers. The company currently has more than
1.5 million followers on Twitter from its corporate Twitter handle @Threadless. Celebrating its tenth year, Threadless has an
ongoing open call for t-shirt design submissions from its worldwide community of more than 80,000 artists and designers.

Sessions 41
Panelists:
Mike Volpe
VP of Inbound Marketing
Hubspot
Mike Volpe is VP of Marketing at HubSpot, where he leads the company’s lead generation and branding strategy
through inbound marketing. Volpe helped grow HubSpot’s customer base from 10 to more than 3,600. Under his
leadership, HubSpot’s marketing has won more than 30 awards and been featured in more than 20 marketing
and business books. Volpe also co-hosts the weekly marketing podcast “HubSpot TV,” blogs frequently and is
very active in social media and as a marketing speaker.
Jordan Cohen
VP of Business Development
Pontiflex, Inc.
Jordan Cohen is VP of Business Development at Pontiflex, the industry’s leading email and social acquisition
platform. He is responsible for building the company’s strategic partnerships and technology integrations with
leading email service providers (ESPs).
Prior to Pontiflex, Cohen held leadership roles at Pivotal Veracity, Goodmail Systems, Epsilon, Bigfoot Interactive
and the Direct Marketing Association. An expert on email marketing, deliverability and online privacy, his
portfolio includes volumes of articles and whitepapers, and speaking engagements at national events including
the MediaPost Email Insider Summit, DM Days NY and the Email Evolution Conference. Cohen graduated from
the University of Michigan, Ann Arbor with a BA in Communication Studies.
Lindsay Massey
Marketing Director
Freshpair
Lindsay Massey is the Marketing Director at Freshpair.com. There, she oversees the email marketing program as
part of Freshpair’s overall acquisition and retention marketing programs (including Freshpair’s annual underwear
celebration, National Underwear Day). Massey has extensive experience with retention, cross-channel and
lifecycle marketing with a focus on targeted promotions and email program automation.
Liz Ryan
Email Marketing Manager
Threadless
As Director of Email Marketing at Threadless, Liz Ryan has more than ten years of online marketing experience.
Her early career included serving on an advisory board to Arizona State University’s Web development team and
as an assistant to financial analysts creating reports on companies such as Amazon, eBay and Yahoo! during their
IPOs. In 2003, Ryan earned a Master’s of Science in eCommerce Technology from DePaul University in Chicago.
While at DePaul, she worked as an analyst at a telecommunications consulting firm, and a director for an email
marketing agency. Since then, Ryan has spent more than four years consulting in email strategy and delivery
services, as well as search engine marketing and web strategy. She also spent two years as Director of Email
Marketing for a lead generation Web company, developing their email marketing strategy.

42 Sessions
Keynote Address
David Meerman Scott

Author and Marketing
& Leadership Speaker
10:45am-12:45am, Tuesday, General Session Room

Real-Time Marketing and PR: How to Instantly Engage Your
Market, Connect with Customers, and Create Products that
Grow Your Business Now
SESSION DESCRIPTION
David Meerman Scott opens eyes with his groundbreaking ideas on the opportunities (and threats) inherent
in today’s always-on, 24x7, instant business environment. Real-time marketing and public relations is when
organizations respond to events as they occur. It’s when companies develop (or refine) products or services
instantly, based on feedback from customers or events in the marketplace. And it’s when businesses see an
opportunity and are the first to act on it.
The Internet fundamentally changes the timescales on which we do business, compressing time and imparting a
competitive advantage to the quick.
In every market, there is room for smart organizations to seize market share and improve profits by providing a
product or service or communications initiative at speed. Here are just a few ways that smart organizations are
using the power of real-time strategies to build revenue, spread ideas, and interact with potential buyers around
the world. Told with examples from organizations large and small, speed and agility are now a competitive
advantage in today’s marketplace.
BOOTHÊ#37
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platformsÊseemÊalike,ÊPostfutureÊcomesÊ •ÊAutomatedÊA/BÊtesting
toÊsetÊyourÊbusinessÊapart,ÊwithÊtheÊ •ÊShare-to-Social
featuresÊyouÊneedÊtoÊtakeÊchargeÊofÊ •ÊEvent-DrivenÊdialogÊmessaging
yourÊdigitalÊcommunications. •ÊIntegratedÊreportingÊandÊanalytics

Sessions 43
ABOUT THE SPEAKER

David Meerman Scott’s book The New Rules of Marketing & PR opened people’s eyes to the new realities of
marketing and public relations on the Web. Having spent six months on the BusinessWeek bestseller list and
being published in 26 languages from Bulgarian to Vietnamese, New Rules, now in its second edition, is a
modern business classic. Scott’s popular blog and hundreds of speaking engagements around the world give him
a singular perspective on how businesses are implementing new strategies to reach buyers. His newest book
Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products
that Grow Your Business Now was released in
November 2010. It achieved #2 on the Wall Street
Journal bestseller list and #3 on the USA Today
bestseller list.
He is also the co-author (with Brian Halligan) of

the hit book Marketing Lessons from the Grateful
Dead: What Every Business Can Learn from the
Most Iconic Band in History and wrote three other
books including World Wide Rave. His blog –
www.WebInkNow.com - is ranked by AdAge Power
150 as a top worldwide marketing blog.
He is a recovering VP of Marketing for two publicly traded technology companies and was also Asia marketing
director for Knight-Ridder, at the time one of the world’s largest newspaper and electronic information
companies.
David has presented to varied audiences around the world including Cisco, HP, Microsoft, The New York
Islanders, NASDAQ Stock Market, the Government of Ontario, McKesson, U.S. Air Force, U.S. Marine Corps, SAP,
Google, Digital River, Hill & Knowlton, Hanley Wood, Dow Jones, National Investor Relations Institute, Milken
Institute Global Conference, America Credit Union Conference, TS2, Giant Screen Theater Association, Realtors®
Conference, and many, many more.
For more information on David, please visit www.davidmeermanscott.com.
David Meerman Scott will be signing books in ExactTarget’s booth (#22) from
12:45-2:00pm on Tuesday after his keynote address.
Ready to engage in a little real-time marketing? Now’s your chance! Tomorrow

morning we will have a panel of experts on hand to address your most pressing
email marketing questions. Please tweet your questions using #SherpaEmail. We
will compile your submissions and use these as the basis for the panel.

44 Sessions
B2C Breakout Session

2:00pm-2:30pm, Tuesday, General Session Room
Case Study: Air Canada webSaver - Turning Innovation into
New Revenues
SESSION DESCRIPTION
Air Canada has a long history of building and sustaining innovative and profitable relationships with its
customers. Building on the success of its webSaver email program, Air Canada developed Fare Alerts. Bringing
more than 20 years experience with Air Canada, Mark Sniderman, Air Canada’s Marketing Communications
Manager – North America, shares how Air Canada built on their knowledge of customers gathered through the
webSaver program to launch a program that will keep them at the forefront of innovation and ahead of their
competitors.
Speaker:
Mark Sniderman
Manager, Marketing Communications
North America, Air Canada
In his current role as Manager, Marketing Communications - North America for Air Canada, Mark Sniderman
is responsible for a range of online and offline consumer communications for the company, which was
recently ranked “Best Airline in North America.” Sniderman also manages the award-winning Air Canada
webSaver email program. In his more than 16 years of communications experience at Air Canada, his portfolio
includes direct marketing, interactive online and social media, offline advertising and a special focus on email
marketing.
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Sessions 45
B2B Breakout Session

2:00pm-2:30pm, Tuesday, Breakout Session Room
Case Study: One B2B Company’s Fearless Use of B2C Email
Tactics
SESSION DESCRIPTION
Learn how a one and a half year old B2B start up built a successful email marketing program from the ground
up by adding B2C email marketing tactics to their mix. Since launching in the US in January 2009, PLC has
predominately used email marketing – specifically traditional B2C email marketing tactics – to build brand
awareness and construct a pipeline of quality leads. They have since generated more than 2,000 trial requests
which have helped them acquire more than 10,000 subscribers/users from 47 of the top law firms in the country
and over 150 in-house corporate law departments.
Speakers:
Ian Nelson
Vice President , Business Development
Practical Law Company
Ian Nelson is the Vice President of Business Development & Marketing for Practical Law Company (PLC), one
of the leading companies bringing change and innovation to the US legal market. Nelson started PLC’s US
marketing program from scratch, focusing on a content-based strategy in three distinct markets; law firms, law
schools and corporate legal departments. Prior to his career in marketing, Nelson was a corporate lawyer in
New York and London.
Korrine Kirschenbaum
Email Marketing Manager
Practical Law Company
Korrine Kirschenbaum is the Email Marketing Manager for Practical Law Company (PLC). She is an
experienced marketing professional with many years experience in B2B digital and print marketing.
Additionally, Kirschenbaum’s experience encompasses online marketing strategy, online lead generation and
Web site development in a variety of industries including legal, financial and education.
DID yOu knOw fRIenDs anD faMIly eMaIls aRe

fORwaRDeD On tO an aveRage Of 2.3 peOple?
Pick up our new report, “Spreading the word Free audit includes:
through friends-and-family emails” at booth #6 and • Metrics comparison to
sign up for a complimentary email audit to learn industry benchmarks
how you can optimize your email program. All • Optimization ideas for
current programs
applicants will be entered to win an Apple® iPad!
• Revenue and ROI estimates
for optimized programs

46 Sessions

Case Study: Executing a B2C Campaign with a Small Team and
Low Budget
SESSION DESCRIPTION
In 2009, the ATP World Tour tennis governing body undertook financial risks by relocating its season ending
finale from Shanghai to London. They had a short period of time to create a strong strategy to bring awareness of
the event and sell tickets to assure profitability. ATP needed a digital strategy comprised of an event website for
capturing consumer emails, and an effective email marketing campaign to convert consumers into ticket buyers.
This presentation will demonstrate the power of a focused, simple and highly effective email marketing strategy,
done completely in-house with a small team and a low budget.
Speaker:
Philippe Dore
Senior Director, Digital Marketing
ATP World Tour
Philippe Dore is an award-winning digital marketing strategist and an international tennis industry veteran. He
is the Senior Director of Digital Marketing for the ATP World Tour, the governing body for men’s professional
tennis. He is responsible for the production of all global digital activities which includes family of multilingual
websites, mobile, fantasy games, email marketing, social media and advertising.
Dore also manages the digital activation of ATP’s leading sponsors FedEx, Corona, Barclays Bank, Rolex, BNP
Paribas, RICOH, and South African Airways. Prior to ATP, he worked as Statistical Analyst for the Bureau of
Biostatistics and Computer Applications of Health Canada. Dore has served on the Board of Directors of the
First Coast Tennis Foundation, and has raised thousands of dollars for the organization.
rounded corner / print version
9 TIME GARTNER CRM EXCELLENCE

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Find out why Infor Epiphany Marketing can be a winning solution for your company:
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E-mail Advisor delivers intelligently-determined, personalized email content that

can increase your e-mail click-through rates by as much as 50%.
Stop by booth 9 or visit us at www.infor.com/solutions/crm/.
Copyright © 2010 Infor. All rights reserved. www.infor.com
End of Gradient

rounded corner / no inner shadow
Sessions 47

Case Study: Getting Off on the Right Foot - Why the First 30
Days Matter the Most
SESSION DESCRIPTION
By focusing on the Getting Started experience the Microsoft Office Relationship Marketing team saw great
results in key business metrics. Updated Getting Started programs resulted in a 30% increase in Office product
satisfaction, improved Office Live net promoter scores by 21% and increased customers’ usage of the Office
Live service by 23% during the first 30 days. In this session, you will see real world examples of how the team
used email programs and some in-product content to improve customer satisfaction. You will learn how to use
company data to inform content decisions and move from tactical email measurement like open rate to business
critical metrics like product satisfaction.
Speaker:
Diana Lawson
Senior Relationship Marketing Manager
Microsoft
Diana Lawson is the Senior Product Manager for the Microsoft Corporation. She is a member of the Microsoft
Office relationship marketing team, and is responsible for programs that focus on building satisfaction with
Microsoft Office by integrating messages across emails, ads and social sites. Office has an installed base of
more than one billion PCs and 750 million users.
For the past eleven years, Lawson has held various positions in digital marketing at Microsoft, including
global strategy for corporate relationship marketing and Web site management for Windows properties. She
has received various Microsoft Marketing awards including two corporate MVP awards. In September 2010,
Lawson earned MarketingExperiments’ Email Marketing Certification. Her team received the ExactTarget
Integration Equation Award in 2008 for their database integration, which enabled a comprehensive customer
“getting started” experience.
analytics
mobile
sms email
Connected marketing solutions
social
to drive customer engagement!
web www.iPost.com
48 Sessions

Case Study: Doing It Mobile in Sin City - How a Personalized
Guest Experience Translates to Higher Revenues
SESSION DESCRIPTION
This case study delves into the strategy, the intricacies, and the entertainment of mobile marketing, and how
it helped Caesars Entertainment provide a personalized guest experience that translated directly to increased
revenue in the gaming and hospitality industry. Mobile marketing technologies enabled the team to provide
an unparalleled level of relevance and individualization in its contact strategy. The sweet spot in the mobile
channel is a continuously moving target. Text, mobile web, iPhone, Android, iPad, Twitter, FourSquare, GPS. This
case study will discuss how marketers weave these mobile mini-channels together to maximize customer value,
loyalty and spend while maintaining an integrated contact strategy across all channels.
Speaker:
Neal Narayani
Corporate Director of Marketing
Caesars Entertainment
Neal Narayani is a Corporate Director of Marketing at Caesars Entertainment, which owns or manages nearly
50 casinos and 13 brands in multiple countries. Narayani leads the mobile and email marketing channels and
is responsible for marketing strategy, technology selection and program management for all properties in
the Caesars portfolio, including Caesars, Horseshoe, Harrah’s, Paris, Flamingo, Planet Hollywood, Rio, Bally’s,
Imperial Palace and the World Series of Poker.
Prior to this role, Narayani worked on business development and resort re-branding initiatives in casino
operations. He also has more than five years of management consulting experience, focused on product
innovation in the telecommunications industry.
Narayani received his MBA from the Kellogg School of Management at Northwestern University, a Masters of
Engineering Management from the McCormick School of Engineering at Northwestern University, and a B.S.in
Computer Science from Vanderbilt University.

Sessions 49

Case Study: How Volvo Uses Advanced Automation to Deliver
Relevant Buying Stage Content to Customers and Keep the
Sales Force Advised
SESSION DESCRIPTION
Information is the key to success; however, many businesses have the constant challenge of getting the right
data to the right people, at the right time. During this case study, John Johnston will present some of Volvo
Construction Equipment’s challenges and their unique solution by combining the power of CRM, customer data
and dynamic email functions to automate the process of lead and customer data deliverability to Volvo’s dealers.
This session will allow participants to interact with each other as well as Volvo to discuss the opportunities of
email automation.
Speaker:
John Johnston
eBusiness Marketing Manager
Volvo Construction
John Johnston is responsible for all aspects of Volvo Construction Equipment’s e-business marketing for North
America, including online content and design, email marketing, social technologies, e-commerce integration,
lead and opportunity management and more. In addition to his North American responsibilities, Johnston
has served on several global Volvo Group communications, marketing and online steering committees, and
participates in several AEM (Association of Equipment Manufacturers) online committees. As an online
advocate, Johnston explores the latest technologies and reviews the most effective ways to implement within
various marketing campaigns.
With more than a decade of experience in the construction industry, Johnston has worked for several dealers
in various sales and marketing positions and also spent several years developing online and offline marketing
initiatives for the Charleston (SC) Metro Chamber of Commerce. Johnston earned a Bachelor’s degree from
the University of South Carolina, and is completing his MBA from the University of North Carolina.
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Total
Connect through social media.
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50 Sessions

Panel: Using Mobile Marketing to Rev Up Profits
SESSION DESCRIPTION
For many companies, mobile marketing is becoming an invaluable component in the overall marketing plan,
especially in the B2C arena. Southwest Airlines and ScottsMiracle-Gro are two companies that have embraced
mobile marketing and are using it to build their lists and drive customer loyalty. Learn from their experience
and listen as the panel discusses these two mini-case studies and addresses questions from the audience about
mobile marketing tactics.
Moderator:
Adam Sutton
MarketingSherpa
Adam T. Sutton has been with MarketingSherpa and MECLABS since 2007. He currently writes for
MarketingSherpa’s Email and Inbound Marketing newsletters and also for the MarketingSherpa Blog. He
has previously covered marketing topics including search engines, e-retail, social media and others. Sutton
spends most of his time researching and interviewing marketers to uncover their latest insights and writing
them into newsletter articles. His work has also been featured in the MarketingExperiments Blog and the
MarketingExperiments Quarterly Research Journal.
MINI CASE STUDY: SCOTTSMIRACLE-GRO

To succeed in selling to today’s social, connected customer, marketers must maximize every touchpoint to “ignite” the
conversation, create interest and give people a reason to buy. In this session, Mindi Staley will show how ScottsMiracle-Gro
is leveraging the combined power of email, social and mobile media to attract, engage, and retain customers. Attendees
will learn techniques for enhanced email personalization; how to automate email program execution; and how to use social
media to attract new email subscribers.
MINI CASE STUDY: SOUTHWEST AIRLINES

Southwest Airlines created a groundbreaking integrated email and mobile marketing campaign to drive opt-ins for their Click
‘n Save email marketing program. The airline developed a mobile email acquisition campaign for its customers by creating
a “Text us your email” message in order to drive Click ‘n Save email opt-ins. The program was promoted via the following
vehicles: departure gates, jet bridges, in-flight magazines and flight crew announcements.

Sessions 51
Panelists:
Scott Jones
Director, Product Marketing and Partner Strategy
Responsys
Scott Jones is Director of Product Marketing and Partner Strategy at Responsys, where he sets corporate and
product positioning, manages technology partnerships and leads new market development efforts. Jones has
extensive ecommerce and technology marketing, sales, and product management experience, including recent
leadership roles at Tealeaf Technology and iSpheres Corporation. Jones holds a Bachelor’s degree from Cornell
University.
Mike Keene
Director of Mobile Marketing and Advertising
Acxiom
As Director of Mobile Marketing for Acxiom Corporation, Mike Keene leads the global development of mobile
marketing solutions and guides the delivery of mobile marketing services for Acxiom clients. Keene is an
active member of the Mobile Marketing Association and a frequent contributor to Mobile Marketer Daily. His
background in marketing leadership in wireless technology and data innovation make him a sought after subject
matter expert on mobile, multichannel marketing.
Mindi Staley
Senior Specialist in Interactive Marketing
ScottsMiracle-Gro
Mindi Staley drives ScottsMiracle-Gro CRM programs. Her twelve years of interactive expertise on both client
and agency sides contribute to the success of Scotts digital experiences. Staley is responsible for strategy, testing,
personalizing and perfecting digital channels. With developer and marketing expertise, she consistently produces
innovative ideas that are best for consumers, under-budget and timely. She has a BBA in Marketing from Ohio
University, an MBA from Franklin University, and a multitude of professional certifications.
Jason Scoggins
Online Marketing Manager
Southwest Airlines
Jason Scoggins carries out the strategy and optimization behind all promotional and transactional emails
for Southwest Airlines. Additionally, he is accountable for customer acquisition and engagement campaigns
across multiple channels. Prior to joining Southwest, Scoggins worked at imc2, helping clients ranging from
GlaxoSmithKline to Education Management Corporation with relationship marketing programs, ensuring they
created authentic relationships through relevant and timely communications. Scoggins earned his MBA in
Marketing and Strategic Leadership from the Cox School of Business at Southern Methodist University, and a B.A.
in Journalism/Advertising from the University of Oklahoma.

52 Sessions

Panel: How to Develop Content for Specific Buying Stages
SESSION DESCRIPTION
One of the biggest challenges facing email marketers in the B2B space is content development. When it comes to
lead nurturing, it’s imperative that you deliver timely information that matches the current motivations of your
prospects and customers. You’ll hear from two companies – ECI Telecom and Western Union – that are meeting
this challenge head-on. Our panel will then discuss ways that you can generate relevant content and deliver it to
your audience when they need it most.
Moderator:
Brian Carroll
Executive Director of Applied Research
MECLABS
Brian Carroll is the author of Lead Generation for the Complex Sale and the B2B Lead Generation Blog. He
has been profiled and regularly quoted in publications such as Business Week, BtoB Magazine, Selling Power,
The Wall Street Journal, CMO Magazine, Target Marketing, Inc., Marketing News, DM News, Marketing
Profs, MarketingSherpa, Software CEO and Rain Today. Carroll speaks to 20,000 people a year on improving
marketing effectiveness and lead generation strategies for the complex sale, and his B2B Lead Generation Blog
is read by thousands each week.
MINI CASE STUDY: ECI TELECOM

ECI Telecom has developed an effective B2B lead nurturing model based on buyer pain points and linked closely to the
relevant stages of the buying cycle that increased their conversion rates by more than 100%. They will share how they
mapped out content and aligned it to stages of the buying cycle, and will examine the development and acquisition of
valued assets for use in the initial stages of the buying cycle.
MINI CASE STUDY: WESTERN UNION BUSINESS SOLUTIONS

Western Union Business Solutions employs an integrated, multi-channel model designed to generate a continuous pipeline
of sales-ready leads. This best-in-class model employs tactics that work concurrently, including online and email marketing
and thought-leadership advertising.
An integral component of the model is a robust email marketing program, which is designed to nurture and engage potential
clients in an industry with a notoriously long sales cycle. Since implementing this model, they have achieved impressive ROI,
including a shorter sales cycle – converting leads up to four months faster than those using a standard sales process – and
double-digit revenue growth in the last year.

Sessions 53
Panelists:
Loren McDonald
Vice President of Industry Relations
Silverpop
Loren McDonald’s role at Silverpop is to educate clients and prospects on best practices and emerging trends in
email and engagement marketing. He has 26 years experience in marketing, consulting and strategic planning,
has written more than 400 articles and blog posts, and is a frequent speaker at major industry conferences.
McDonald has held executive marketing positions at a variety of companies, including Lyris, Inc., EmailLabs,
USWeb/CKS and Arthur Andersen.
Ardath Albee
CEO & B2B Marketing Strategist
Marketing Interactions, Inc.
Ardath Albee, CEO of Marketing Interactions, Inc., applies 25 years of business management and marketing
experience to help B2B companies with complex sales to create e-marketing strategies that use contagious
content to turn prospects into buyers. Albee authors the popular Marketing Interactions blog and is a frequent
industry speaker. Her book, eMarketing Strategies for the Complex Sale was published last fall.
Michelle Levy
Associate Vice President Marketing Programs
ECI Telecom
Michelle Levy is Associate Vice President Marketing Programs, ECI Telecom. As an executive within the
centralized Corporate Marketing function, Levy is responsible for live and digital demand generation and global
marketing programs.
Levy has led the development of several successful global integrated campaigns as well as architecting the
cooperative effort between marketing and sales to align definitions, processes and lead management. Her areas
of expertise include all aspects of lead management, nurturing, scoring and marketing automation, and she is
passionate about reporting, measurement and best practices. Prior to ECI Telecom, Levy drove marketing efforts
and held sales positions at Emblaze Systems and CompuServe.
Kirsten McElgunn
Director, Marketing & Product Management
Western Union Business Solutions
As Director of Marketing and Product Management, Kirsten McElgunn is responsible for providing strategic
direction for global marketing activities for the company’s international business payments division.
McElgunn’s role on the marketing leadership team is to deliver ongoing analysis of existing and emerging
market opportunities to drive effective demand-generation programs. McElgunn began her career with TELUS
Corporation in Canada, where over the course of 11 years she held leadership positions in marketing, product
management and customer care.
Prior to joining Western Union, McElgunn ran her own marketing and business development consulting company,
where she worked with a digital content marketing and new media agency and worked to define new business
and channel opportunities for government organizations. She also led marketing and business-case development
for a cosmetics company startup. She is a graduate of the University of Victoria in British Columbia, Canada.

54 Sessions
General Session
9:00am-9:45am, Wednesday, General Session Room
Case Study: The Role of Email Marketing in an Inbound
Marketing World
SESSION DESCRIPTION
Buyers now have the ability to screen, ignore and block all forms of advertising, phone calls and emails, making
outbound marketing less and less effective. Using inbound marketing to attract more prospects to your business
can generate leads at 60% lower cost, and improve lead quality as well. Is email marketing inbound marketing
or outbound marketing? Can email marketing work alongside social media? How can email marketing be used
in the inbound marketing world where we live today? Hear from Mike Volpe, VP Marketing at HubSpot, how his
team used an inbound marketing strategy to attract over 400,000 opt-in email subscribers and learn how email
marketing was a key part of their growth from 10 customers to over 3,500 customers.
Speaker:
Mike Volpe
VP of Inbound Marketing
HubSpot
Mike Volpe is VP of Marketing at HubSpot, where he leads the company’s lead generation and branding
strategy through inbound marketing. Volpe helped grow HubSpot’s customer base from 10 to more than
3,600. Under his leadership, HubSpot’s marketing has won more than 30 awards and been featured in more
than 20 marketing and business books. Volpe also co-hosts the weekly marketing podcast “HubSpot TV,”
blogs frequently and is very active in social media and as a marketing speaker.
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Sessions 55
OTO MEC Labs Ad.indd 1 12/22/10 9:26 AM

56 Sessions
General Session
Panel: Ask the Experts - Your 2011 Email Challenges Answered
SESSION DESCRIPTION
We’ve done our best to put together a well-rounded, informative program for this year’s Email Summit.
Unfortunately, it’s impossible to cover every topic and answer every question. This panel is your chance to pose
questions that won’t be covered in the agenda and have them answered and discussed by our panel of experts.
Attendees are encouraged to submit their questions via Twitter on Tuesday. The hashtag is #SherpaEmail.
On Tuesday night we’ll compile the best and most popular questions and have our experts discuss them in a
roundtable format.
Moderator:
Daniel Burstein
Director of Editorial Content
MECLABS
Daniel Burstein oversees all editorial content coming from the MarketingExperiments and MarketingSherpa
brands – helping their team of reporters dig for actionable information while serving as an advocate for the
audience. Previously, he was the main writer powering MarketingExperiments publishing engine – from
Web clinics to Research Journals to the blog.
Prior to joining the team, Burstein was Vice President of MindPulse Communications – a boutique
communications consultancy specializing in IT clients such as IBM, VMware and BEA Systems. He has ten
years of experience in copywriting, editing, internal communications, sales enablement and marketing
communications.
Panelists:
Jeff Rohrs
Vice President of Marketing
ExactTarget
A recovering attorney turned digital marketer, Jeff Rohrs heads the Marketing Research & Education Group at
ExactTarget. In addition to co-authoring ExactTarget’s “SUBSCRIBERS, FANS & FOLLOWERS” research series,
Rohrs has been a driving force behind the company’s “SUBSCRIBERS RULE!” philosophy, and Connections
User Conference. He has also presented at a wide variety of industry events including ad:tech, Argyle’s CMO
Leadership Forum, The CMO Club Summit, MarketingSherpa’s annual Email Summit, MediaPost’s Email Insider
Summit, the eec’s Email Evolution Conference, SES, SMX and WOM Supergenius.
Prior to joining ExactTarget, Rohrs was President and Chief Interactive Strategist for Optiem, a digital marketing
agency, where his clients included Sherwin-Williams, Calphalon and Insurance.com. Rohrs received his J.D. and
Masters in Mass Communication from Boston University, and he holds a B.S. in Mass Communications from
Miami University, where he serves on the Advisory Board for the school’s Armstrong Center for Interactive Media
Studies.

Sessions 57
Matthew Caldwell
Sr. Creative Director
Matthew Caldwell serves as Creative Director for Yesmail. An email design pioneer since 1999, he is the founder
of Yesmail’s award-winning Creative Services group. Caldwell received a Bachelor’s in Marketing from Indiana
University and studied Art/Graphic Design at The Pacific Northwest College of Art and the Oregon College of Art
& Craft. Caldwell was formerly the Creative Director for ThrustMaster, Labtech, Logitech and @Once.
Gabrielle Shea Stevens

Group Director
e-Dialog
Gabrielle Shea Stevens is Group Director at e-Dialog, managing West Coast operations. With 20 years experience
in database and email marketing, she has led the development of highly sophisticated lifecycle marketing
programs for major retailers, publishers and travel companies.
Prior to joining e-Dialog, Stevens managed database marketing programs for The San Diego Union-Tribune, The
Reno Gazette Journal, The Honolulu Advertiser and Thompson Publishing Group. She has a BS in Marketing from
the Villanova School of Business and a MS in Management Information Systems from Bowie State University.
Marco Marini
President and CEO
ClickMail
Marco Marini is an acknowledged expert in e-marketing with more than 15 years experience in the field. Before
taking over as CEO, he served as CMM’s VP of Marketing & Operations. Marini has also held key marketing
positions with CyberSource, eHealthInsurance, DoveBid and IBM Canada.
Dennis Dayman
Chief Privacy & Deliverability Officer
Eloqua
Dennis Dayman has more than 17 years experience combating spam, security issues and improving email
delivery through industry policy, ISP relations and technical solutions. As Eloqua’s Chief Privacy Officer, Dayman
leverages his experience and industry connections to help Eloqua’s customer maximize their delivery rates
and compliance. Previously, Dayman worked for StrongMail Systems as Director of Deliverability, Privacy
and Standards, served in the Internet Security and Legal compliance division for Verizon Online, as a senior
consultant at Mail Abuse Prevention Systems (MAPS), and started his career as Director of Policy and Legal
External Affairs for Southwestern Bell Global (now AT&T).
As a longstanding member of several boards within the messaging industry, including serving on the Board of
Directors and the Sender SIG for the Messaging Anti-Abuse Working Group (MAAWG), Secretary/Treasurer
for Coalition Against Unsolicited Commercial Email (CAUCE), Certified Information Privacy Professional (CIPP)
Advisory Board, Dayman is actively involved in creating current Internet and telephony regulations, privacy
policies and anti-spam legislation laws for state and federal governments.

58 Sessions
Breakout Track #1 Session

Case Study: How Yahoo! Uses Email to Build Relationships

Year-Round
SESSION DESCRIPTION
As marketers, we all desire to build relationships with our customers, and email is a powerful way to do so. But
are marketers using it to its full potential? Or are they adding noise to an already overloaded recipient inbox?
During this case study, Yahoo! will share its framework for using email to build relationships year-round. See
examples of programs from Yahoo! and other companies putting that framework into practice. Come away with
ideas for evolving your program, approaches to measurement, and thoughts on organizing for success.
Speakers:
Sue Coakley
Sr. Director, Customer Strategy
Yahoo!
Sue Coakley, Sr. Director of Customer Contact Strategy, Yahoo!, leads a central team responsible for leveraging
email to drive engagement of Yahoo! users across the globe. Those engagement activities range from
deepening use of Yahoo! Mail and the Yahoo! homepage to helping users discover and continue to use dozens
of other Yahoo! properties. Coakley’s team owns the entire end-to-end process, from strategy through
optimization. Her 20-year marketing career has focused on direct marketing/channel management, policies
around use of user data, analysis to insights, and agency/vendor management. Prior to joining Yahoo!,
Coakley held various marketing and policy roles at Intuit.
Cori Chao
Director, Email Marketing
Yahoo!
Cori Chao, Director of Email Marketing, Yahoo!, focuses on providing email strategy, best practices, creative
deliverables and campaign analysis across all of Yahoo!’s varied properties. Chao has 20 years of marketing
experience including direct response marketing, events planning, product development, product marketing
and marketing communications. She has been with Yahoo! for four years. Prior to Yahoo!, Chao worked in
the email marketing space at various companies including the HP Home and Home Office Store, Verisign
and Netscape. Additionally, she has held broader marketing communications roles at ShareData, Storage
Dimensions, Insignia Solutions and The Learning Company.

Sessions 59

11:00am-11:30am, Wednesday, Breakout Session Room
Case Study: How to Track ROI for Social Media Campaigns

SESSION DESCRIPTION
The most cliché statement of 2010: “Social media is about listening.” Knowing where to listen, how to listen and
how to separate meaning from noise is the trick. To answer these questions, we put together a research team
inside MECLABS to run a hands-on pilot project with a simple objective: use social media to sell Email Summit
tickets using some of the more common tactics, and carefully monitor their effectiveness. We are going to share
what we have learned from installing and using the Radian6 platform and monitoring the activities of our top
affiliate marketers.
Speaker:
Boris Grinkot
Associate Director of Product Development
MECLABS
Boris Grinkot is part online marketer, part social scientist and part philosopher. As the director of technology
consulting at a small Florida marketing firm, he began searching for ways to combine Web development
with his academic background in research. This search led him to the interdisciplinary field of offer-response
optimization and to MarketingExperiments.
Since joining the team in 2007, Grinkot’s work with Fortune 500 and international research partners has
included experimental design, business intelligence, competitive strategy, and search marketing. He holds
a B.A. in Religious Studies with a minor in International Relations from Cornell University, and an MBA
from the University of Florida. His extracurricular interests include psychology, e-business innovation and
macroeconomics.
Contibutors:
Jason Henderson, Principal, BIG Marketing
Jon McGinley, Director of Marketing, Radian6
Justin Bridegan, Marketing Manager, MarketingSherpa
MarketingSherpa Research Partner:

60 Sessions

11:40am-12:10pm, Wednesday, General Session Room
Case Study: Personalized Radio and Personalized Email - How

Pandora Keeps People Listening and Drives Conversion
with Email
SESSION DESCRIPTION
Personalization is the key to Pandora’s success as the leader in online radio, so it is only natural that their email
program is an example of why personalization is a winning email best practice. From dynamically personalized
emails about listeners’ stations to usage triggered subscription upgrade offers, Pandora is making their listeners
happy with their relevant email content.
Join this session to learn about this exploding brand’s email program from Pandora’s Director of Marketing, Matt
Nichols. You will learn how email personalization drives customer loyalty; how timely triggered emails drive
“freeium” subscriptions to premium; and how to create a unique branding experience in your email program.
Speakers:
Matt Nichols
Director of Marketing
Pandora
Matt Nichols is responsible for online marketing and research at Pandora. His job is to introduce new listeners
to Pandora and to deepen engagement for existing listeners.

Sessions 61

11:40am-12:10pm, Wednesday, Breakout Session Room
Case Study: Leveraging Transactional Messages to Boost Email
Newsletter Opt-Ins
SESSION DESCRIPTION
Learn how to make transactional messages work for your email program as Johannes Neuer, eCommunications
Manager at The New York Public Library, shares tips and lessons learned about how the Library leveraged
transactional messages sent to patrons on a daily basis to more than double the number of opt-ins for the
institution’s monthly flagship newsletter at virtually no cost.
Speaker:
Johannes Neuer
eCommunications Manager
The New York Public Library
Johannes Neuer, a ten-year veteran in online marketing and new media, manages the corporate
eCommunications program at The New York Public Library (NYPL). Prior to joining the Library in 2009, Neuer
worked for regional and national nonprofits as well as SMEs and global players in the electronics and software
sector. During his tenure at NYPL, he has consolidated numerous institutional email newsletters into three
successful flagship campaigns and doubled subscriptions to NYPL News, the library’s monthly newsletter.
Recent awards include MarketingSherpa’s 2010 Viral and Social Marketing Hall of Fame and a PR News 2010
Nonprofit Award for Use of Twitter. Johannes holds a Master of Science in e-media.
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62 Sessions
General Session
1:30pm-2:30pm, Wednesday, General Session Room
Panel Discussion: Best Practices in Email Deliverability
SESSION DESCRIPTION
Spammers have made life increasingly difficult for legitimate email marketers. It’s becoming more and more
difficult to get your email through the myriad spam blockers and firewalls and into the inbox of your target
audience. In this session, you’ll hear mini case studies from Lifescript and Nestlé USA and then learn from the
experts as our panel discusses the challenges and innovations in deliverability.
Moderator:
Jeff Rice
Research Analyst
MarketingSherpa
W. Jeffrey Rice is a Research Analyst at MarketingSherpa, focusing on email marketing. He is the lead author
of the 2011 Email Marketing Handbook, contributing author of the 2011 Email Marketing Benchmark Report
and a MarketingSherpa e-newsletter columnist. Rice has also spoken on both MarketingSherpa and partner
webinars.
Prior to joining MarketingSherpa, Rice led marketing efforts at B2B and sports entertainment companies.
His diverse background in both traditional and online marketing strategies enabled him to manage cross-
functional teams to produce effective campaigns.
MINI CASE STUDY: LIFESCRIPT

Lifescript, an industry leader in online women’s health publishing, will provide unique insights into their successful email
acquisition and deliverability strategy. You will learn their criteria for email address deliverability, how they use the latest
technology in email address quality assurance, how you can improve your metrics to calculate accurate ROI and much more.
MINI CASE STUDY: NESTLE USA

As consumers’ inboxes become more crowded, and integrating with multiple internet service providers more complex,
Nestlé USA needed a better way to measure when, where and why emails weren’t delivered. This session discusses lessons
learned by Nestlé USA along the road to achieving and tracking successful deliverability and incorporating these lessons
into email campaign execution. They will look at delivery percentages and tracking insights before and after implementing a
strategy for ensuring emails reach their intended targets.
Panelists:
Tom Sather
Director of Deliverability Consulting
Return Path
Tom Sather is the Director of Professional Services for Return Path, where he works with top-brand clients
like eBay, MySpace, IBM and Twitter. Sather’s previous experience includes stints with email service provider
Experian CheetahMail and on the abuse desks for AOL, Bellsouth, AT&T and GTE. Sather uses his knowledge of
ISPs, spam filters and deliverability rules to advise marketers on how to get their email delivered to the inbox and
generate the highest possible response. His clients have seen an average increase of 20% in deliverability rates.

Sessions 63
Austin Bliss
President
FreshAddress, Inc.
A graduate of Amherst College, Austin C. Bliss, Co-founder and President, FreshAddress, Inc., is the inventor of a
patented system that provides email change of address (ECOA) services for businesses and consumers. Before co-
founding FreshAddress, Bliss provided strategic direction for the acclaimed Virtual High School project, managed
an Internet-based global conservation project for the United Nations Development Program, and instituted an
environmental education database funded by the Carnegie Foundation. His innovative work has been recognized
by publications including The Boston Globe, Datamation, Fortune and Mediapost.
A frequent contributor and speaker at industry events, the Direct Marketing Educational Foundation named Bliss
a “Rising Star” – an award bestowed on four individuals under 40 who have demonstrated strong leadership
skills, a track record of outstanding results, and a solid reputation for “giving back” through direct marketing
education.
Jack Hogan
CTO & Co-Founder
Lifescript, Inc.
Jack Hogan is Chief Technology Officer and Co-Founder of Lifescript. He has extensive experience in systems
integration and software development with a strong focus in email technologies and web design. Hogan
is responsible for Lifescript’s technology, production, customer service and general operations. He has also
designed and developed many of the company’s key systems and applications.
Hogan is a member of the Email Sender and Provider Coalition (ESPC), the Direct Marketing Association’s (DMA)
Email Experience Council, the Email Insiders/Only Influencers Group, the Email Marketing Roundtable and speaks
at numerous Internet marketing conferences. Previously, Hogan founded and operated a successful technology
and computer consulting firm where he was a virtual CTO for more than 70 companies. He holds a Bachelor’s in
Business Administration with an emphasis on Marketing from the University of Notre Dame.
Amit Singh
Specialist, Consumer Marketing Technologies
Nestle USA
Amit Singh has eleven years experience in advertising, e-commerce and internet marketing across industries and
continents. As a key member of the consumer marketing technologies team at Nestle USA, Singh is responsible
for the marketing CRM application suite and best practices in email campaign execution, deliverability and mailer
reputation.

64 Sessions
General Session
2:30pm-3:30pm, Wednesday, General Session Room
Practical Solutions to the Most Critical Challenges Facing
Email Marketers Today
SESSION DESCRIPTION
What is the biggest obstacle you need to overcome to make your email marketing program more successful? If
you’re like most email marketers it’s probably one or more of the following:
1. Building and maintaining an email list that’s high-quality as well as high-quantity

2. Providing highly-relevant, targeted content to subscribers
3. Determining the optimal send frequency
4. Making sure your email messages reach the inbox
5. Effectively integrating email with other marketing channels to boost response
6. Doing more with limited staff and other resources
7. Measuring the ROI of email marketing programs
Join us for this case study-based session to see real world examples of how email marketers are overcoming
these challenges and taking their programs to the next level. You’ll walk away with practical but strategic
solutions you can begin implementing as soon as you get back to your office.
Speaker:
Jeanne Jennings
Independent Consultant, Email Marketing Strategy;
Email Marketing Trainer
MarketingSherpa
Jeanne Jennings is a sought-after speaker on email marketing topics. Her presentations regularly receive
glowing reviews and are geared toward providing practical advice that attendees can implement quickly
and cost-effectively to improve their email marketing efforts. Numerous audiences have benefited from her
expertise, including the ExactTarget User Conference, the Specialized Information Publisher’s Association, the
Direct Marketing Association and many more.
Jennings is principal of JeanneJennings.com, Inc., an email marketing consultancy that helps enterprises large
and small become more effective and more profitable online. She has more than 20 years of experience in the
online marketing and product development world, beginning with CompuServe in the late 1980s.
Prior to starting her consulting business more than eight years ago, Jennings was Director of Email Product
Development for Reed Business Information (formerly Cahners), a subsidiary of Reed Elsevier and one of the
largest B2B publishers in the United States. Here she oversaw a team that developed and/or revamped more
than 170 unique email newsletter titles, as well as numerous direct response and other campaigns conducted
via email. Under Jennings’ guidance, Reed sent more than 7 million email messages to over 2 million unique
addresses each month.
The Email Marketing Kit: The Ultimate Email Marketer’s Bible (published by SitePoint) is Jennings’ first book
and it’s getting rave reviews. She also writes a twice-monthly column on email marketing for ClickZ.com and
periodic posts for the MarketingSherpa blog, and is recognized as an expert in email marketing strategy,
creative development and technical integration.

Sessions 65
Services for Email Delivery and Reputation Management
All those Bounced Emails and Spam

Complaints are Killing your Reputation
Without a good reputation, the rest of your emails can be delayed
or even blocked from being delivered.
Come visit us at booth #8 to learn about some of the realities

involved in sending and delivering emails, and how you can improve
your success rates:
Not all Bounces require Flipping server IPs can FBLs are key to addressing
removal from list harm your domain Spam accusations
Opt-in Contacts do flag You need to build a Delays impact your

you as spam Reputation with each ISP Open Rates
www.smtp.com 258 Harvard Street #305, Brookline, MA 02446

67
Sponsors
68 Sponsors
Thank You Sponsors

PREMIER SPONSOR
SOCIAL NETWORKING SPONSOR MOBILE MARKETING SPONSOR
CONSULTATION CLINIC SPONSORS
Interactive
EXHIBIT SPONSORS
Interactive
SMTP.COM
EDUCATION SPONSORS
NETWORKING BREAK

Sponsors 69
About Our Sponsors

Premier Sponsor
EXACTTARGET
ExactTarget is a leading global provider of on-demand email marketing and interactive marketing solutions. The
company’s Interactive Marketing Hub™ technology provides organizations a single solution to connect with
customers via email, integrated text messaging, landing pages and social media. Supported by collaborative
global services teams, ExactTarget’s technology integrates with more sales and marketing information systems
than any other in the industry, including Salesforce.com, Microsoft Dynamics CRM, Omniture and Webtrends,
among many others. ExactTarget powers permission-based multichannel communications for thousands of
organizations around the world including Expedia.com, Best Buy, Aurora Fashions, Papa John’s, CareerBuilder.
com, Gannett Co., Inc., The Leukemia & Lymphoma Society, The Home Depot and Wellpoint, Inc.
Social Networking Sponsor

SILVERPOP
Silverpop is the only marketing technology provider that offers a powerful marketing automation solution built
atop a scalable email marketing platform. The company has more than a decade of experience empowering
marketers to deliver highly relevant communications that efficiently drive revenue while also building brand
loyalty. Companies rely on the Silverpop Engage platform to create and manage sophisticated multichannel
marketing campaigns that nurture customer and prospect relationships from interest to conversion and beyond.
Silverpop’s industry-leading thought capital, strategic counsel and customer service, combined with an extensive
ecosystem of world-class partners, allow its customers to quickly and cost-effectively automate even the most
complex campaigns—improving marketing results and increasing ROI. With a presence in the United States,
Europe and Australia, Silverpop is trusted by leading brands around the globe.
Mobile Marketing Sponsor

ACXIOM
Acxiom is a global interactive marketing services company. They help clients strengthen relationships with
existing customers – and initiate the right new customer relationships through the intelligent use and
coordination of multiple marketing channels.
Education Sponsors
RESPONSYS
See company description under Exhibit Sponsors
RETURN PATH
Founded in 1999, Return Path helps commercial email senders get more email delivered to the inbox. The
company’s tools and services give senders the insight and resources to diagnose and prevent email deliverability
and rendering failures by improving and maintaining their email sending reputations. The Return Path
Professional Services division helps clients improve ROI and response by creating consistent and compelling
subscriber experiences across the email customer lifecycle. Return Path runs the Internet’s most widely used
third-party white list – the Return Path Certification Program. Return Path also invented the Sender Score, an
email reputation measure based on data contributed by ISPs and other receivers of large volume email into the
Return Path Reputation Network.
EDIALOG
See company description under Exhibit Sponsors

70 Sponsors
Consultation Clinic Sponsors

CLICKMAIL
ClickMail Marketing is a value-added reseller of Email Service Providers and email-related services. They offer
the nation’s largest selection of ESPs and stay vendor-neutral in order to recommend the solution best suited to
your needs. ClickMail also offers a unique portfolio of services to help take your e-marketing investment to the
next level, including partnerships with the industry leaders in optimization to offer products and services to help
optimize deliverability, reputation and effectiveness.
LYRIS
Lyris, Inc. is the online marketing expert delivering the right mix of software technology and industry knowledge
to help its customers simplify their marketing efforts and optimize campaign ROI. Through its on-demand
integrated marketing suite, Lyris HQ, and reliable on-premise solutions, including Lyris ListManager, Lyris
provides customers the right tools to optimize their online and mobile marketing initiatives.
MECLABS
MECLABS is a science lab that uses real-world research to help business leaders get better use out of sales and
marketing technology and resources, including Internet marketing, website optimization, and lead generation
and nurturing. We have been involved in direct research partnerships with companies throughout Europe and
North America since 2001.
MECLABS deploys a rigorous methodology to conduct research. This research is compiled from:
• More than 10 years of research partnership with clients
• 1,300 experiments
• More than 1 billion emails
• 10,000 landing pages tested
Insights from our work are then codified within our Primary Research groups. Much of this information is
pub¬lished for free via our websites, newsletters, blogs and web clinics. In aggregate, our research is made
available in more than 100 conferences, and through 974 case studies, 753 articles and 180 research briefs.
SILVERPOP
See company desunder Social Networking Sponsor
STRONGMAIL
StrongMail enables marketers to forge meaningful, profitable and long-lasting connections with their custom¬ers
through email marketing and social media. Their dedicated solutions offer the lowest cost of ownership of
any tier-one solution and easily connect with customer data for superior relevancy and performance. Easy
integra¬tion with customer data, no CPM fees, and cutting-edge agency services are just a few of the reasons
Fortune 2000 companies are switching to StrongMail.
Their email and social CRM agency provides groundbreaking strategic and creative services to help marketers
listen, learn, engage and influence best customers.
INFOGROUP INTERACTIVE
Infogroup Interactive is a new digital solutions and services company for marketers. The power behind the
Infogroup Interactive brand includes Infogroup sister divisions, Yesmail and Walter Karl, in addition to a key
digital partnership with a leading interactive firm. Infogroup Interactive is the newest division of Infogroup that
brings marketers a comprehensive, cross-channel, digital marketing solution to build and execute powerful
marketing campaigns that include email marketing, mobile and SMS marketing, social media, direct marketing
media and Web-based applications.

Sponsors 71
Exhibit Sponsors
ACXIOM
See company description under Mobile Marketing Sponsor
BLUEHORNET DIGITAL RIVER

BlueHornet is the #1 email service provider online retailers trust to deliver highly targeted email campaigns that
evolve through the customer lifecycle. A foundation for this trust is that BlueHornet is a proactive email service
provider, a marketing partner that makes it easy for clients to quickly make decisions based on multi-channel
data and then act upon that data themselves, without needing to engage their IT team.
For nearly 10 years, BlueHornet has helped companies better communicate and connect with customers and
prospects. Whereas some email service providers offer a “one size fits all” approach, BlueHornet provides an
email solution based on the business needs of each client, one designed to uncover the optimal process for
creating, delivering, and tracking each email for maximum ROI.
Whether it’s helping companies improve their existing email programs by implementing highly targeted
and segmented campaigns, or helping a business launch its very first newsletter, BlueHornet offers both the
technology and service to keep you competitive.
BRONTO
Bronto Software is a leading email marketing service provider based in Durham, North Carolina. Since its
founding in 2002, Bronto has offered a robust email marketing platform coupled with award-winning client
services to online retailers and businesses that drive transactions online. The exceptional deliverability, detailed
analytics and extensive feature set of the Bronto application enables marketers to drive results.
Bronto is comprised of real people that are accessible, personal and professional. They pride themselves on
winning the 2009 Stevie’s Award for Best Customer Service Department. Their client retention rate averages over
94% and 97% of our clients would recommend us to a colleague.
CLICKMAIL
See company description under Consultation Clinic Sponsor
COMPENDIUM
Compendium is a social content publishing software that allows companies and organizations to push content to
SEO friendly landing pages and social networking sites to generate demand and acquire new business.
CONSTANT CONTACT
Constant Contact®, Inc. helps small businesses, associations, and nonprofits connect with their customers,
clients, and members. Launched in 1998, Constant Contact champions the needs of small organizations and
provides them with an easy and affordable way to build successful, lasting customer relationships.
Constant Contact’s leading email marketing, online survey and event marketing tools—supported by its expert
personal coaching and support—help all types of small businesses and organizations create professional-looking
email newsletters and insightful online surveys and begin a dialogue with their customers. Today, more than
400,000 customers worldwide trust Constant Contact to help them connect with their audience.
With Constant Contact, small organizations have access to the latest industry information and education to help
them learn email marketing and online survey best practices. Plus, they benefit from Constant Contact’s high
email deliverability rates due to strong partnerships with ISPs, a no-tolerance spam policy, and a leadership role
in organizations such as the ESPC (Email Sender and Provider Coalition).

72 Sponsors
E-DIALOG
Established in 1997, e-Dialog empowers marketers to meaningfully connect with customers by engaging in
relevant conversations through e-mail, mobile devices, social networks, e-commerce and at the point of sale.
e-Dialog’s multichannel suite gives marketers direct access to timely customer insight that drives targeted and
opportunity-rich consumer dialogs. With e-Dialog, marketers quickly evolve customer relationships from the
newly acquired to the highly engaged.
Consistently recognized by top analyst firms for both outstanding service and first-class technology, e-Dialog is
a global provider to some of the world’s most recognized brands, including AirTran Airways, Avis Budget Group,
Boots, British Airways, CVS/pharmacy, the NFL, PETCO, and The TJX Companies. With offices in Boston, London,
New York, Seattle and Singapore, e-Dialog is a wholly owned subsidiary of GSI Commerce Inc. (Nasdaq: GSIC).
EMFLUENCE
Part internet technology specialists, part marketing strategists, emfluence is solely focused on helping your
business connect with your customer more accurately, more often, with less hassle. Their integrated approach
allows them to offer affordable, impactful solutions in local, national and international markets. emfluence has
worked with clients in virtually every business category: travel and tourism, lawn and garden, higher education,
financial services, politics, consumer packaged goods, natural products, fashion.
EXACTTARGET
See company description under Premier Sponsor
EXPERIAN’S CHEETAHMAIL
Experian CheetahMail’s comprehensive suite of online marketing tools and services helps leading organizations
around the world build stronger and more profitable customer relationships. By focusing on email marketing and
customer data, Experian CheetahMail not only provides enterprises with a true customer intelligence platform,
but also enables them to send the most personalized and relevant messages possible.
HARTE-HANKS POSTFUTURE
Harte-Hanks creates direct marketing solutions that help you win, keep and grow your customer base. It
takes true data-driven insight to understand complicated customer and marketplace data, decipher how your
customers and prospects behave and understand why they do what they do. It takes people with passion to do
whatever it takes to create integrated multichannel marketing programs that don’t just break through the clutter
– but break through the barriers to get a response. And today more than ever integrating digital with traditional
marketing channels is the key to making sure you get maximum value from your direct marketing investment.
Harte-Hanks is on the pulse of technology, looking for more efficient ways to deliver solutions that encompass
digital and social marketing for their clients. They harness the power of interactive media to create truly
innovative multichannel marketing programs. With more than 40 offices worldwide, Harte-Hanks is never far
from reaching the customers you need with the direct marketing services to help you engage them.
INFOR
Infor has become the leading provider of business software for mid-market companies by rewriting the rules—
using a more open, authentic, transparent way of doing business. Infor’s no-nonsense software solutions on-
premise, in the cloud, or both, give customers the ability to deploy faster with less disruption, act faster with
more flexibility, and grow faster with better insight.

Sponsors 73
IPOST
For more than ten years, iPost has concentrated on doing one thing better than anyone else - providing tools
and services for email marketing campaigns. As one of the leading email marketing companies, they have helped
hundreds of clients successfully communicate to customers and prospects via email.
Over the past decade, they have created the very best technology and email marketing services to meet
customer needs, along with developing matchless experience of providing solutions that seamlessly fit each
customer’s specific requirements. When you work with iPost, you can be confident that you are working with the
best professionals in the business – experts in email marketing, software development and integration, hosted
solutions, and on-demand analytics.
MECLABS
See company description under Consultation Clinic Sponsors
NETATLANTIC
Net Atlantic’s mission is to enable and empower organizations to successfully share their message worldwide
on the Internet. They envision the company as a growing, dynamic, rewarding community, employing a highly
talented staff, fully able to help our customers succeed in their own businesses with our leading edge, best-in-
class Internet products and services.
At Net Atlantic, clients are their top priority. They accept the responsibility of ensuring that new Internet
technologies, strategies and methods are offered to clients to help them meet their goals. They take a personal
interest in our clients’ businesses to provide them with unparalleled service and individualized technical support.
NEX-SALES
Nex-sales provides end-to-end demand generation solutions at cost effective price points by leveraging a unique
blended delivery model that translates into a significant increase in sales for their clients. Nex-sales service
offerings include: customized B2B database services for email marketing campaigns, lead management/tele-
marketing and Digital/Social Media Marketing Solutions including SEO/SEM.
ONE TO ONE
This independent firm is lauded for its comprehensive suite of one-to-one marketing solutions which creatively
employ digital media to create meaningful connections and dialogues between consumers and brands,
generating tangible business results. The firm has stayed ahead of its competition by its extensive investment in
customer research capabilities including a proprietary neuromarketing method called Quantemo, its collection of
digital media properties within AIMnetworks, and its universal messaging platform MessageMaker.
One to One’s vision is to be the leading Human Experience firm. As a strategic business and communications
agency it demonstrates a deep understanding of how individuals engage with brands in this new digital era. One
to One is best suited to work with brands that are committed to intimately understanding the human dimensions
and values of their customers, and to establishing their brand as a leader in one-to-one marketing strategies.
RABBIT EMARKETING
rabbit eMarketing is one of Europe’s leading agencies for email marketing. Founded in 2002 by Nikolaus von
Graeve and Uwe-Michael Sinn, the company serves international customers as Epson and Novell, leading
online shops in Germany and is focused especially on B2B email communication and lead generation and
nurturing. rabbit eMarketing has around 150 customers and 35 employees and has its headquarters in Frankfurt,
Germany. The founders are proud to be independent from address list brokers and software vendors and define
themselves as open-minded sparring partners for their clients.

74 Sponsors
RADIAN 6
Founded in 2006, Radian6 was created with the idea that companies need to be listening to the social web
in order to effectively participate. Intelligence about online conversations is critical: companies need to know
what’s being said about their brand, industry, and competitors online.
Radian6’s social media monitoring software helps businesses listen, measure and engage in conversations across
the social web. Radian6’s software platform tracks mentions across over 150 million social media sites and
sources. Clients explore real-time results on an interactive dashboard that provides meaningful and actionable
insights for their business, and act on these insights using Radian6’s Engagement Console.
RESPONSYS
Responsys is a leading provider of on-demand software that enables companies to engage in relationship
marketing across the interactive channels customers are embracing today—email, mobile, social and the Web.
With Responsys solutions, marketers can create, execute and automate highly dynamic campaigns and lifecycle
marketing programs that are designed to grow revenue, increase marketing efficiency and strengthen customer
loyalty. Responsys’ New School Marketing vision, flexible on-demand application suite and customer success-
focused services aim to deliver high ROI, increased levels of automation and fast time-to-value.
Founded in 1998, Responsys is headquartered in San Bruno, California and has offices throughout the world.
Responsys serves world-class brands such as: American Family Mutual Insurance Company, Avis Europe,
Continental Airlines, Deutsche Lufthansa, Dollar Thrifty, Lands’ End, LEGO, PayPal, Qantas, and Southwest
Airlines.
SILVERPOP
See company description under Social Networking Sponsor
SLINGSHOT SEO
Slingshot SEO is a nationally recognized and recommended search engine optimization company based in
Indianapolis, Indiana since 2006. Slingshot SEO has been recognized and recommended by industry leaders
such as Andy Beal’s SEMvendor.com, Rand Fishkin’s SEOmoz.org, TopSEOs.com Top 5 SEOs, and others. Building
on more than a decade of search engine research, Slingshot SEO had ranked clients’ websites on the first page
of Google and other major search engines for thousands of competitive keywords. Slingshot SEO is known for
exploring the science behind search engine optimization and has used this development to help 100% of clients
reach their goals.
SMTP.COM
SMTP.com is an independent service provider exclusively focused upon the execution of email delivery for
marketing and enterprise application customers. Founded 12 years ago, they have more than 12,000 customers
for both corporate and personal email delivery.
The company’s platform architecture is distributed across four data centers to enhance consistency and
reliability. Customers have the option to use dedicated or shared servers depending upon their application and
service level requirements. They offer a seasoned support team with the experience to maintain reputation and
efficiently resolve ISP concerns. SMTP.com’s size and depth of expertise enables them to provide better results
and a higher ROI to customers across the globe.

Sponsors 75
STRONGMAIL
WHATCOUNTS
WhatCounts was founded by email industry veterans David Geller and Brian Ratzliff at a time when few internet
savvy services were available for email technology. After serving as integral members of Paul Allen’s Starwave
Corporation, Geller and Ratzliff blazed unknown territory by creating and managing early Internet sites for
ABCNEWS.com, NFL.com, NASCAR.com, ESPN and many other notable brands. As a result of their perseverance
and technological innovation, WhatCounts expanded in personnel size, client base and professional partners as
the marketing industry evolved and better digital solutions were required.
WhatCounts existed as the email industry was forming, and continues to shape it today. Headquartered in
Seattle, Washington, the company is currently trusted by numerous clients across many industries. Prominent
leading brands in retail, travel, publishing, media, financial services, and the nonprofit sector have grown their
email services exponentially through WhatCounts’ deliverability management, CRM integration, strategic
coaching, creative services and advanced analytics capability.
INFOGROUP INTERACTIVE
Networking Break
SLINGSHOT SEO
See company description under Exhibit Sponsor

77
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About
MarketingSherpa
96 About MarketingSherpa
About MarketingSherpa LLC

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2011 Email Marketing Handbook
Coming in March 2011 by MarketingSherpa.
Social Marketing ROAD Map Handbook
MarketingSherpa’s first-ever Social Marketing ROAD Map Handbook

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$497 for instant PDF download plus printed copy!

99
Practical Research and Benchmarks From MarketingSherpa

2011 Email Marketing Benchmark Report
The all-new 2011 Email Marketing Benchmark Report provides the

most up-to-date research, benchmark data, and analysis on new email
marketing tactics, email marketing maturity, and the state of email
from a strategic standpoint. In the 198-page report you will get a
broad range of all components of email marketing with details on the
significant new obstacles to email marketing success, email budgets and
bottom lines, and top tactics for delivering relevant content, email list
growth, and social media. This edtion has also contains 152 charts and
tables, benchmarks on relevancy, deliverablity, and metrics. Published
December 2010 by MarketingSherpa; $447 for instant PDF download!
2011 B2B Marketing Benchmark Report
MarketingSherpa’s new 2011 B2B Marketing Benchmark Report is packed with

232 pages of data and provides the most up-to-data research and analysis on
the marketing tactics that were most successfully applied at every stage of the
sales funnel, from lead generation to sales conversions, using analytics for con-
tinual improvement. Inside you will find special sections on effectiveness of B2B
marketing tactics and marketing budget changes, lead scoring and nurturing,
use of marketing automation, and much more. This edtion has also contains 167
charts and tables, benchmarks on B2B budgets, objectives, and tactics. Pub-
lished October 2010 by MarketingSherpa; $447 for instant PDF download!
2011 Search Marketing Benchmark Report – SEO Edition
MarketingSherpa’s new 2011 Search Marketing Benchmark Report – SEO

Edition is packed with 203 pages of all new up-to-date research including
insights from 2,194 B2B and B2C marketers, best practices, and real-life case
studies. The report is designed to be one-half measurement – complete with
Sherpa’s invaluable benchmarks and standards – and one-half inspiration, with
unique explorations of what’s working, what’s not and what’s on the horizon
for search marketing. This year’s edition also contains 169 charts and tables,
new SEO tactics, and the future impact of mobile, video and real time search.
Published June 2010 by MarketingSherpa; $447 for instant PDF download!
2011 Search Marketing Benchmark Report – PPC Edition
MarketingSherpa’s new 2011 Search Marketing Benchmark Report

– PPC Edition is packed with 190 pages of data on the latest PPC
innovations, from keywords to conversions, as well as insights from
PPC marketers and agencies on their strategies, challenges and
successes. This new edition also takes a deeper look into PPC metrics
and tactics with sections on target keywords, best tactics, average
PPC clicks, defining a conversion and quality of leads generated
by PPC. This edtion has also contains 147 charts and tables,
benchmarks on PPC budgets, objectives, and tactics. Published July
2010 by MarketingSherpa; $447 for instant PDF download!

100 Bookstore Order Form
Email Summit Attendees Save 33%

Book Selection Your order includes print and pdf version PRICE SAVE 33% QTY AMOUNT
Social Marketing ROAD Map Handbook $

397 $
266
Landing Page Handbook 2nd Edition $
497 $
333
2011 Search Marketing Benchmark Report - SEO Edition $
447 $
299
2011 Search Marketing Benchmark Report - PPC Edition $
447 $
299
2011 Email Marketing Benchmark Report $
447 $
299
2011 B2B Marketing Benchmark Report $
447 $
299
*TOTAL (US Dollars)
*Free Shipping
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See. Hear. Here.
Growing Email Lists and Engaging Customers
with Social Media
Tuesday, January 25 / 9:15am – 10:00am
Using Mobile Marketing to Rev Up Profits

Tuesday, January 25 / 4:30pm – 5:15pm
Old school marketing is fading. And a New School is on the rise. Your
customers have turned away from TV, print and telemarketing calls.
They’ve turned to email, mobile, social and the web. New School
Marketers are going where their customers are today. And Responsys
helps them get there (better than anyone else).
Visit us at Booth 17.

And join the New School Marketing revolution.
email/mobile/social/web
responsys.com
One platform –
Real [targeted] marketing.
EMAIL
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Introducing the ExactTarget Interactive Marketing Hub™

Real [fast]. Real [time]. Real [smart marketing].
VISIT The ExactTarget Interactive Marketing Hub™ provides a single
BOOTH solution to create real-time targeted multichannel marketing
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Learn more at: www.ExactTarget.com/hub

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A s k e d F o r It . . .

Visit www.Silverpop.com to come and get it.

Welcome to MarketingSherpa’s 6th Annual Email Summit 2011 in Las Vegas.

Thank you for your trust,

Thank You Sponsors

SOCIAL NETWORKING SPONSOR MOBILE MARKETING SPONSOR

CONSULTATION CLINIC SPONSORS

MarketingSherpa Email Summit 2011 | Build. Engage. Convert.

© Copyright 2011 MarketingSherpa LLC

Email Summit Opens - Day 1

3:00-3:30pm Break and Sponsor Exposition

5:30-7:00pm Welcome Cocktail Reception and Sponsor Exposition

MarketingSherpa Email Summit 2011 | Build. Engage. Convert.

10:00-10:45am Break and Sponsor Exposition

10:45am-12:15pm Keynote Address: Real-Time Marketing and PR

12:15-12:45pm Keynote Address Q&A

© Copyright 2011 MarketingSherpa LLC

3:10-4:00pm Networking Break sponsored by Slingshot SEO and Sponsor Exposition

MarketingSherpa Email Summit 2011 | Build. Engage. Convert.

Email Summit 2011 Networking Party

Mix and Mingle with your Email Marketing Colleagues!

Hope to see you there!

© Copyright 2011 MarketingSherpa LLC

10:30-11:00am Break and Sponsor Exposition

MarketingSherpa Email Summit 2011 | Build. Engage. Convert.

3:30-4:00pm Summit Takeaways and Closing Remarks

CAPABILITIES FOR A CONNECTED WORLD

Official Mobile Marketing Sponsor of MarketingSherpa Email Marketing Summit 2011

© Copyright 2011 MarketingSherpa LLC

Exposition Floor Plan

MarketingSherpa Email Summit 2011 | Build. Engage. Convert.

Booth & Clinic Listings

Consultation Clinic Rooms

Social Content Publishing Platform

Create • Share • Acquire

© Copyright 2011 MarketingSherpa LLC

To opt in, text SHERPA11 to 229466

Presentation Slide Deck

Email Award Winners

MarketingSherpa Email Summit 2011 | Build. Engage. Convert.

Use of Photo, Video and Company Names

BOOK YOUR APPOINTMENT

© Copyright 2011 MarketingSherpa LLC

1-on-1 Consultation Clinic Information

Book your appointment online now by visiting:

Job#/Name: 10-1826 Marketing Sherpa Ad

The #1 email marketing The #1 partner program for the

Stop by Booth #29

Revenue sharing | Industry-leading tools | Expert KnowHow | Free support

MarketingSherpa Email Summit 2011 | Build. Engage. Convert.

Consultation Clinic Topics:

© Copyright 2011 MarketingSherpa LLC

LOCATION: Consultation Clinic Room 1

MarketingSherpa Email Summit 2011 | Build. Engage. Convert.

Book your appointment online now by visiting:

Are You In the Market

www.strongmail.com • (800) 971-0380

© Copyright 2011 MarketingSherpa LLC

LOCATION: Consultation Clinic Room 1

TIMES AVAILABLE : TOPIC COVERED:

MarketingSherpa Email Summit 2011 | Build. Engage. Convert.

TIMES AVAILABLE : TOPIC COVERED:

© Copyright 2011 MarketingSherpa LLC

LOCATION: Consultation Clinic Room 2