Wednesday, September 21 ‒
Luncheon and Workshops
Email is Your Largest Mobile Channel:
Insights and Tactics to Master ThisTectonic Shift
Plus 2 Workshops:
Email Marketing Fundamentals
Advanced Email Marketing
Speaker: Loren McDonald, IBM Marketing Cloud
Join us for our upcoming luncheon, where we will be joined by Loren McDonald,
Marketing Evangelist for IBM Marketing Cloud who will be discussing how to master
the mobile channel with email.
And for a deep dive on email marketing, we will be having two afternoon workshops
Email Marketing Fundamentals and
Advanced Email Marketing.
Special offer: If you
join the DMAnc today,
you will be able to attend this luncheon session at no charge, plus enjoy a $50 discount on workshops.
Commercial email marketing messages on average are read on a mobile device 49 percent of the time,
webmail 29 percent and desktop clients 22 percent. Some B2C brands see readership of 60 percent or
more on mobile devices.
But, this mobile email readership growth comes with a price. For example, retailer conversion rates
on smartphones during the 2015 holiday season averaged 1.51 percent compared to 4.29 percent on
desktop computers. And while smartphones drove a whopping 40.5% of site traffic, they contributed
only 14.9% of sales, though did surpass sales from tablets for the first time ever.
While most brands have focused on responsive and mobile-friendly email design techniques to address
this “smartphone paradox,” these approaches, while foundational, clearly aren’t enough.
In this session email marketing evangelist Loren McDonald will use benchmark data and examples to
provide attendees a strategic understanding of these shifts caused by mobile email readership,
including context, device user behavior, touch screens, merchandising, remarketing, payment
alternatives and friction in the purchase-process.
Wed, Sept 21 ‒ Burlingame
Crowne Plaza Hotel
1177 Airport Blvd, Burlingame, CA 94010
The DMAnc reserves the right to change location
and will notify all registrants if a change occurs.
Cost: Join Today
1 year membership $150
Bonus: Attend This Month’s Lunch Free When You
Join the DMAnc
Cost: Luncheon & Speaker
Cost: Each Certification Workshop
If you do not have a current membership,
the non-member rate will be charged.
Email us at
you will receive a refund up until 48 hours prior to the event.
No-shows will be billed.
With a strategic foundation in place, the session will then cover dozens of mobile tactics that
attendees can implement when back in the office. Using an interactive approach with the audience,
these tactics will include:
- Subject line and pre-header text optimization for mobile devices
- Onboarding techniques for mobile users
- Merchandising and content decisions for a scattered, multi-tasking user literally on the move
- Responsive versus mobile friendly techniques
- Design “musts” including font and button size, touch-friendly
- Examples of remarketing emails to convert mobile abandoners
- Role of account registration and alternative payment options to reduce friction
- And more …
Before and after the luncheon we will be offering two fabulous workshops in partnership
with the Online Marketing Institute.
You can take the workshops ala carte, or as part of a certificate in online marketing.
They are practical and tactical, with step-by-step instruction and integrated case studies.
2:30 ‒ 4:30 PM
Email Marketing Fundamentals: Copy, design, and list strategies for success
Instructor: Laurie Beasley,
President, Beasley Direct and Online Marketing
Power up your email marketing to maximize business profits. This class presents winning email marketing
strategies for acquiring and retaining customers in a world of crowded email inboxes and mobile viewers.
We’ll talk about best practices for email copy, design, and implementation. We’ll discuss winning
strategies for subject lines, which day of the week to send, frequency, how to implement triggered,
nurture, and social email strategies. We’ll cover how to design emails for Mobile users and use
responsive design, opt-in and list building techniques, offer strategies, personalization and
segmentation. Plus, landing page and website optimization to increase conversion to sale.
4:45 ‒ 6:45 PM
Advanced Email Marketing:
Making your email deliverable and how to use email sending platforms
and Marketing Automation to your best advantage
Instructor: David Beasley,
Vice President Online Marketing, Beasley Direct and Online Marketing
This course is for the advanced email marketer and discusses techniques on designing and coding your
email to get through spam filters and to display properly in all of the browsers. We’ll discuss how
to optimize your email design for mobile, using mobile-aware and responsive design. Learn how email
broadcast engines work, and advanced techniques in Marketing Automation. Learn about integrating
email response data with your CRM system.
For additional information on our workshops and the Online Marketing Certification program,
Register for the September Luncheon Today
Add Event to Calendar
Register for the September Workshops Today
DMAnc Member ($200)
DMAnc Non-Member ($250)