Event Agenda

Welcome Reception

courtesy of Marketo, 5pm to 7pm on the Exhibit Floor

Start your Summit experience off the right way. Join us on the Exhibit Floor for cocktails and some light refreshments as you mingle and chat with fellow marketers, event speakers and exhibitors.

Session 1

Introduction: Why email optimization?

In this session, you'll learn:

• The evolving role of email in today's post-modern world
• The foundational meta-theory of email optimization
• Course background, approach and structure

Session 2

Capture: Building high-quality emails lists

In this session, you'll learn:

• How to capture more email subscribers
• How to control the quantity and quality of subscribers
• How to segment and customize your list

Session 3

Open: Crafting arresting subject lines

In this session, you'll learn:

• How to insert more value in your subject lines
• A step-by-step framework for crafting subject lines
• When to be personal, urgent and specific

Session 4

Click: Writing effective email copy

In this session, you'll learn:

• Understanding the goal of email copy
• How to write effective copy within an email message
• When to send and how often

Session 5

Convert: Transforming clicks to sales

In this session, you'll learn:

• How to connect a landing page to the email message
• How to optimize your campaigns for overall conversion
• Common errors with headlines, images, copy and calls-to-action