Kevin Hickey

Heather Fletcher is senior content editor with Target Marketing.

UK-based InterContinental Hotel Group's data consolidation project has allowed the hotel chain to make major changes to its CRM infrastructure, automate digital communications and transition into a real-time marketing organization.

Many email marketers struggle to explain to the C-suite, brand managers and even themselves why there seem to be so many limits on the channel.

Why can't I just buy a list? Who are these people running the blacklists? Why doesn't my template render the way I want? Why does permission-based email get blocked? Why do I need permission in the first place? We know intellectually that the answer is because subscribers rule the inbox, and what they don't find relevant or interesting is simply not welcome.

In this session, experienced practitioners from InterContinental Hotels, Publishers Clearinghouse and Geeknet help you understand the rules of engagement for successful email marketing - and how to practice them for higher response and revenue.

Roseanne Roseannadanna perhaps says it best: "It just goes to show you, it's always something." Like the legendary character on NBC's "Saturday Night Live," e-mail marketers are accustomed to change. Most of it proves challenging, but some of it can be good. Two such developments appear to be coinciding. The new ubiquity of preview panes may help direct marketers retain customers, despite the looming deadline of altered algorithms that may keep senders of regularly unopened messages out of opt-in recipients' inboxes.

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