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2011 Email Marketing Bootcamp-Cleveland, OH 

DoubleTree by Hilton Hotel Cleveland Downtown - Lakeside 
1111 Lakeside Avenue, Cleveland , Ohio  44114 
10/25/2011 8:00 AM  - 10/26/2011 12:00 PM 


Details Schedule Registration Travel Exhibitors

Email Marketing is one of the most cost effective and incredibly powerful forms of digital marketing yet is often misunderstood by marketers and even dismissed in favor of experimentation with social media. For the seasoned digital marketer, email marketing often forms the basis of a comprehensive, permission-based online marketing strategy with a high return on investment.

For all of its value, email marketing isn’t necessarily getting easier. The bar has been set higher for what constitutes good email marketing and it’s getting harder and harder to capture the attention of subscribers and to engage them effectively without eroding your brand equity.

This all-new day-and-a-half Email Marketing training course is designed to help you stand out from the pack with your email marketing. Whether you’re starting from scratch and want to follow a best-practice approach or you’re a seasoned email marketer looking to make subtle or substantial improvements to your email campaigns, this course has something for you. You will learn all the crucial aspects of email marketing, from creating an effective email marketing strategy, formulating integrated campaigns, setting targets and objectives to creating well designed emails with engaging content and ensuring deliverability.

Attend this day-and-a-half email marketing intensive and walk away with an intimate knowledge of the top 12 things that email marketers need to know to be successful.

1. The current state and future growth of email marketing
2. How to grow a responsive house email list
3. How to develop effective email strategies and campaigns
4. How to create subject lines and copy to maximize response
5. How to stay in compliance and avoid SPAM filters
6. How to increase email conversion rates through testing
7. How to create triggered, drop and auto responder email campaigns
8. How to design emails that are compatible with today’s email reader clients
9. How to measure and report on email effectiveness to improve results
10. How to segment email lists and grow your understanding of subscribers
11. The criteria to use when selecting and email sending solution
12. Case studies of successful email campaigns and tactics to improve your email
This day-and-a-half in-depth course led by Dana VanDen Heuvel will take you from the strategic perspective down to the tactical planning and give you a host of tactics and ideas that you can use immediately. We’ll help you focus on subscribers first and give you the tools you need to deliver on your email marketing goals.

Who Should Attend?
• Marketing practitioners in any organization seeking to leverage email marketing in their organizations.
• Advertising agency professionals responsible for bringing email marketing solutions to bear on their clients’ marketing challenges
• Corporate e-marketing managers and directors responsible for charting the course for the next generation of marketing in their organization

Benefits of Attending
Few courses seminars give you an opportunity to dissect your own email campaigns in class and receive feedback from both experienced practitioners and class peers, making a live case study of your own examples. As part of the AMA Email Marketing course we ask that you bring your current email marketing example to class for review and improvement. You will share your challenges and work with other marketers to identify improvements in your email marketing, giving you an opportunity to reflect on your own campaigns through comparisons with other marketers.

 

 

AGENDA – DAY 1

8 a.m.-5 p.m.

1)      WELCOME, AGENDA AND EXPECTATION LEVEL-SET

2)      BEFORE THE INBOX

 Strategic Foundation for Successful Email Marketing

  • The Permission Marketing concept
  • The power of email marketing
  • The current state of email marketing
  • Defining your email program’s value
  • Setting internal goals for email
  • Metrics & ROI expectations for email marketing
  • Email marketing myths & truths

 Growing Your Email List + List Management

  • Email acquisition tactics
  • Renting/purchasing list – pros/cons and how-to
  • Digital & data-centered marketing
  • Segmentation of lists

 Email Campaign Planning & Execution

  • How to plan email campaigns
  • Using personas and audience analysis
  • Determining contact frequency

 3)      IN THE INBOX

 Writing for Email

  • Developing your email tone & voice
  • How to write and test subject lines
  • The most important factors for getting your email read
  • Case studies on the effectiveness of long vs. short copy
  • How to use links and calls to action
  • Inverted pyramid and persuasive writing for email

 SPAM, Legal Compliance, Privacy and Ethics

  • CAN-SPAM laws and legal compliance
  • The Seven Dirty Words of email and how to stay out of SPAM filters
  • WOMMA Code of Ethics
  • Privacy policy

 Technical Email Development

  • Design for deliverability
  • How to design usable emails
  • Choosing your ideal Email Service Provider (ESP)
  • Email client compatibility testing
  • HTML vs. Text Emails

 AGENDA – DAY 2

8 a.m.-12 p.m.

 4)      AFTER THE INBOX

 Email Campaign Measurement

  • Email Campaign Measurement & Improvement
  • Most important email metrics
  • Industry benchmarks

 Email Testing and Continuous Improvement

  • How to improve the performance of your house list
  • A/B and multivariate testing
  • How to minimize unsubscribes and abuse complaints
  • Clickstream analysis
  • How to integrate your email and social media channels
  • How to handle non-responsive emails and curate your list

 Case Studies

  • Email marketing case studies from leading brands
  • How to avoid the biggest mistakes in email marketing
  • How to make incremental improvements yield big results

 5)      BEYOND THE INBOX

 The Email Driven Organization

  • Drip email + Lead nurturing
  • Auto responder email marketing
  • Advanced preference management & segmentation
  • Advanced email testing
  • Dynamic email content
  • Landing pages + email integration
  • Reactivation campaigns
  • RSS + Email
  • The future of email + social media

 Email Marketing Tools, Technology, Vendors and Resources

•        How to evaluate and choose and email sending provider
•        Email analysis tools to improve deliverability

 6)      EMAIL SELF ANALYSIS

 Bring Your Email Campaigns for Real Time Improvements

  • Group analysis of participant email campaigns
  • ‘Extreme email makeover’

 Resources Worth Reading

  • Books, whitepapers and blogs on email marketing
  • Resources to bookmark and frequent for email marketing best practices, tips, tricks and news
Hotel Air Travel Rental Car Ground Transportation

Boot Camp Hotel Location
DoubleTree by Hilton Hotel Cleveland Downtown - Lakeside
1111 Lakeside Avenue
Cleveland, OH 44114
Telephone: 1 216.241.5100
Fax: 1 216.241.7437
Website: www.clevelanddowntownlakeside.doubletree.com  

The Doubletree Cleveland Downtown Lakeside hotel is conveniently located just off I-90 and provides full service hotel accommodations overlooking the shores of Lake Erie, close to all popular downtown Cleveland attractions. The modern hotel is only 20 minutes north of Cleveland Hopkins International Airport (CLE) and one block south of Burke Lakefront Airport (BKL).

Stay at the Doubletree hotel near Cleveland Brown Stadium and you'll be within walking distance of the local games and the Great Lakes Science Center. And, you won't find another downtown hotel located as close to the Rock and Roll Hall of Fame! Hotel guests enjoy scheduled complimentary, based on availability, shuttle service to all well-known downtown Cleveland attractions.

Hop a ride to Progressive Field, The Q (Quicken Loans Arena), Cleveland State University's Wolstein Center or Playhouse Square. Enjoy an eclectic mix of restaurants, galleries, shops, businesses and nightclubs at the historic Warehouse District. The Hotel also provides scheduled shuttle service, based on availability, to the world renowned Cleveland Clinic, University Hospitals and museums located at University Circle.

Spacious guest rooms and suites boast a long list of guestroom amenities, generous work surfaces, luxurious Sweet Dreams® beds, flat panel TVs and complimentary high-speed Internet access. For your convenience, wireless HSIA is also available in public areas throughout the hotel.

Rates: $109.00 single/double (plus applicable tax, currently 16.25%, subject to change)
Please call 1 800.222.TREE or 1 216.241.5100 & reference the American Marketing Association to make reservations.  Rates are based on availability. 

The cut-off date for reservations is October 3, 2011.  After October 3, 2011, reservations will be accepted based on availability and at the prevailing rate.  Reservations must be accompanied by a first night room & tax deposit.  The deposit is refundable if cancellation notice is received by 6:00 pm, hotel time, on the day of arrival. 

Check in time is 3:00 p.m. and check out is at 12:00 p.m.  Anyone arriving earlier than 3:00 p.m. will be checked in as soon as a room(s) becomes available.  Guests checking out early may be assessed an early departure fee.  Upon check-in, please confirm your departure date.

Area Attractions, Events & Tourism
Please visit http://www.positivelycleveland.com/ for additional city information.

Conference Attire 
Conference attire is business casual. Meeting rooms tend to be cool so you may wish to bring a sweater.

ADA
The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at association@towertravel.com. 

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.

Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. To make a reservation click here: https://www.alamo.com/index.do?action=/hotDealsTemplate&msg=alamo-ama
or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up.
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve and Save:
http://www.enterprise.com/car_rental/deeplinkmap.do?bid=002&cust=AMA7745&cm_mmc=AMA-_-Discount-_-AMA7745-_-null
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. To enroll now, click here: www.emeraldclub.com.  
To make a reservation online click here:
https://www.nationalcar.com/index.do?action=/hotDealsTemplate&msg=national-ama
or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National. Go Like a Pro.

Directions
From the East: Take 90 West to Route 2 West to the East 9th Street Exit. Make a left onto East 9th Street. Take East 9th Street 1 block to Lakeside Ave. Make a left onto Lakeside Ave. Hotel is 1 block up on the left hand side on 12th and Lakeside.

From the West: Take 90 East to the East 9th St. Exit. Take East 9th Street to Lakeside Ave. Make a right onto Lakeside Ave. Hotel is 1 block up on the left hand side on 12th and Lakeside.

From 77 take the East 9th Street exit to Lakeside Ave. Make a right onto Lakeside Ave. Hotel is one block up on the left hand side at 12th and Lakeside.

From 71 merge onto I-90 East. Take the East 9th Street exit. Once on East 9th Street, go 8 traffic lights to Lakeside Ave. Make a right onto Lakeside Ave. Hotel is one block down on left hand side at 12th and Lakeside.

Airport & Transportation
Cleveland Hopkins International Airport (CLE) – 12 miles
Take 71 North into downtown Cleveland. Take the East 9th Street Exit. Once on East 9th Street, go 8 traffic lights to Lakeside Avenue. Make a right onto Lakeside Avenue. Hotel is one block down on the left hand side on 12th and Lakeside

Taxis from the Airport are approximately $35.00 one-way, depending on time of day & traffic.

Parking
Self parking is available at the hotel for $16.00 per night & includes in & out privileges.  Rates are subject to change without notice.

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