ACCM Panelists Discuss Impact of Handhelds on Email Marketing | Silverpop
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ACCM Panelists Discuss Impact of Handhelds on Email Marketing

ACCM Panelists Discuss Impact of Handhelds on Email Marketing

Silverpop leads Email Intensive workshop at the annual ACCM conference

Orlando, FL, May 20, 2008 -- As part of the Email Intensive workshop at the annual ACCM conference held in Orlando, FL yesterday, a panel of top-tier marketers discussed the dramatic growth of smartphones and handheld devices and their impact on email marketing.

Led by Elaine O'Gorman, senior vice president of marketing and product strategy for Silverpop, the Email Intensive delivered a wealth of information, covering everything from basic best practices to the latest information on deliverability and creative designs to predictions on what the future holds for email marketing.

During the closing session of the day, Direct magazine columnist Ken Magill led panelists through a discussion about the future of email.  "The use of handhelds is growing like crazy," Magill commented. "You don't know what kind of device that people are using anymore to check their emails."

In fact, the third annual "Email Addiction" survey conducted by the Pew Internet and American Life Project found that email use on portable devices had nearly doubled since 2004.
"As we think about email creative, it's important to start thinking about what messages will render like on mobile devices," O'Gorman said. "Email renders very differently on different mobile devices. It's important to take advantage of the tools now available to see how your messages will look on various devices and email clients."

In discussing user-generated content and Web 2.0 technologies' impact on email, panelist Sam Decker, CMO of BaazarVoice, said analyst reports have found that online shoppers frequently seek out consumer reviews before making a purchase. "Customers want to see more content from each other than from marketers," he said. Other panelists included Pinny Gniwisch, executive vice president of, and Robert Motepeluso, operations director of consumer experience for Valassis.

Other sessions during the ACCM Email Intensive included Reggie Brady, president of Reggie Brady Marketing Solutions, reviewing key elements necessary for a successful email campaign. Ted Roberts, director of deliverability and ISP relations for Silverpop, gave attendees information on how to avoid blacklists and improve their email reputations. O'Gorman delivered tips on using segmentation to enhance relevance, and Jeff Hilimire, president of Engauge Digital, offered advice on email creative that increases click-throughs.

About Silverpop
Silverpop is a premier email service provider delivering on-demand, solutions serving the online relationship marketing needs of enterprise-level organizations. With highly scalable tools supporting both BtoC marketing initiatives and BtoB lead management processes through its Vtrenz solution, Silverpop delivers a robust suite of marketing tools not available elsewhere in the marketplace. Best practices and white papers are available at


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