SFIMA – Marketing Power of One: Email Marketing

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In the Era of the Individual, marketing has shifted from highly fragmented one-size-fits-all mass communication to highly relevant 1to1 interaction where offers, information and invitations must be personalized to the needs, interests and location of the individual consumer. And Email has become “The Money Ball” of 1to1 Marketing.

Join us as Joel Book of ExactTarget will discuss the major trends that are transforming marketing and customer service, and demonstrate how smart brands are using email marketing as the cornerstone of a cross-channel strategy to attract, onboard, serve and retain customers.

With a case study co-presented by Cecilia Sanguinetti, Associate Vice president of Royal Caribbean International, sharing how Royal Caribbean uses email to manage and deliver a great customer experience from pre-cruise to post-cruise.

In this session, attendees will learn…

• Three MegaTrends that are fueling the transformation of marketing and customer service and what this means for brands.
• How successful brands are automating and optimizing interactions throughout the customer lifecycle to aid purchase and fuel ongoing engagement.
• What you must know about how to use Email Marketing to effectively engage consumers and drive response.
• Case studies from B2B and B2C brands that are innovative email marketers and insights into what makes them successful.

About the Speakers
Joel Book is a founding Principal in the Marketing Insights group at ExactTarget, a leading provider of marketing automation solutions for data-driven digital marketing leveraging the combined strengths of Email, Mobile, Social Media and Websites. With more than 37 years of experience in database marketing, Joel teaches organizations how to leverage customer data and marketing automation technology to deliver offers and information that are personalized the customer’s needs, interests and preferences.

Cecilia Sanguinetti has over 15 years of experience in Customer & Loyalty Marketing, and leads international customer marketing projects and multi-disciplinary teams in Latin America, Europe and the US. Developing robust Email Marketing programs with triggered, automated, strategic emails.