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EEC10 - How to Win Friends (Okay, Customers) and Influence Executives

Learn how Alaska Airlines' talented email marketers got their program to become a part of a 2009 Key Initiative for their company.

They showed the different tools they used to educate their executive staff to gain the resources and backing they needed to take their email program into record ROI in 2009.

They addressed the following email marketing challenges:

How to build an email program that generates results
How to show the importance of email to the executive staff and get them to back you with the resources you need
How to make the most of your resources to take your email program to the next level

The following topics wereaddressed within: Overall data integration, educating your stakeholders, establishing winning life-cycle campaigns, overall testing and segmentation.

Speakers:
Jeanne Jones, Email Marketing Manager, Alaska Airlines
Katrina Kithene, Email Marketing Manager, Alaska Airlines
Melissa Shaw, Senior Strategic Consultant, WhatCounts