[June 09, 2011] StrongMail Email Marketing Roundtable Explores Strategies for Lifecycle Marketing and Increasing Subscriber Engagement Tweet REDWOOD CITY, CA, Jun 09, 2011 (MARKETWIRE via COMTEX) -- Increasing email marketing subscriber engagement by leveraging cross-channel customer data, event-triggered lifecycle marketing programs and social media integration were key themes from an April 2011 Direct Marketing News Email Marketing Strategy Roundtable that was sponsored by StrongMail, a leading provider of online marketing solutions for email marketing and social media. Conducted at Direct Marketing News' New York office on April 7, 2011, the roundtable featured senior email marketing executives from such notable brands as Denihan Hospitality Group, Eastern University, Healthy Directions, National Hockey League, OgilvyOne and Scripps Networks. Direct Marketing News executive editor Rose Gordon moderated the discussion. Accessing customer databases and business systems to launch relevant, event-triggered messages was a persistent theme at the event. Peter Berol, director of marketing for graduate and professional studies at Eastern University, is integrating relevant content into their transactional emails to properly appeal to students based on key demographics. In addition to leveraging one-step event-triggered messages for delivering relevant offers, there was also a desire to launch multi-stage lifecycle messages. Colleen Sugarman, senior vice president of marketing communications at Healthy Directions, discussed how they are developing a lifecycle marketing contact strategy to engage customers early on and then develop the relationship based on engagement and behaviors. Finding effective ways to use social media to boost engagement and gain customer insight was another important topic of discussion. Jeffrey Kissinger, vice president of digital marketing and audience development at Scripps Networks, offers up different content via Twitter and Facebook after an analysis showed marked differences in those two customer segments. "As marketers look to increase meaningful engagement with their customers, there is a clear trend towards embracing event-triggered and multi-stage lifecycle marketing programs to deliver compelling messages at just the right time," said Kara Trivunovic, senior director of strategic services at StrongMail. "With the help of our strategists, StrongMail's own customers are seeing performance increases ranging from 2X to 15X by evolving from batch-and-blast to automated, right-time email marketing programs." Roundtable Feature and Podcast Download Link: www.strongmail.com/emailroundtable Roundtable Moderator -- Direct Marketing News - Rose Gordon, Executive Editor Roundtable Participants -- Denihan Hospitality Group - Jason Berman, Senior Director of Brand Marketing -- Eastern University - Peter Berol, Director of Marketing for Graduate and Professional Studies -- Healthy Directions - Colleen Sugarman, SVP of Marketing and Communications -- National Hockey League - Aime Ray, Senior Manager of Direct Marketing -- OgilvyOne Worldwide - Gretchen Scheiman, Partner and Director of CRM -- RCRD LBL - Nicole Delma, Chief Data Officer -- Really Good Stuff - Larry Wasserman, VP of eCommerce -- Scripps Network - Jeffery Kissinger, VP of Digital Marketing and Audience Development -- StrongMail - Ryan Deutsch, former VP of Strategic Services -- Zinio Systems - Stephanie Jackson, VP of Client Services About StrongMail Systems, Inc. StrongMail enables marketers to forge meaningful, profitable and long-lasting connections with their customers through email marketing and social media solutions. Offering a comprehensive suite of technology and services, StrongMail takes a fundamentally different approach to traditional email marketing service providers that offers many unique advantages to brands. StrongMail's dedicated online marketing solutions offer the lowest total cost of ownership of any enterprise email marketing solution and easily integrate with customer data sources to help marketers improve the performance of their email marketing campaigns. StrongMail's email and social CRM agency provides industry-leading strategic and creative services to help marketers listen, learn, engage and influence best customers. It's these differences that have led Fortune 2000 brands to switch to StrongMail. Learn more at www.strongmail.com or via the links below. Newsletters: www.strongmail.com/site/subscribe/ Facebook: www.facebook.com/StrongMail Twitter: www.twitter.com/StrongMail Blogs: www.strongmail.com/resources/blogs/ SOURCE: StrongMail [ Back To TMCnet.com's Homepage ]