Silverpop - Loren McDonald and the Stefan Pollard Award
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Loren McDonald and the Stefan Pollard Award

Bill Nussey, Silverpop
by: Bill Nussey (@bnussey)
28 February 2011

Earlier this month, the Email Experience Council—the Direct Marketing  Association’s email marketing arm—presented the inaugural Stefan Pollard Marketer of the Year Award to Silverpop’s own Loren McDonald, vice president of industry relations.

The annual award was established in honor of Stefan Pollard, a true luminary of the industry who passed away last year. A decade ago Stefan led the charge toward permission-based email marketing, and during the ensuing years he was a tireless champion of email marketing best practices.

So needless to say, I was thrilled for Loren when the eec recognized him with the Stefan Pollard Award for his contributions as a true industry thought leader and advocate for continuous improvement.

Loren’s insights are always intelligent, thought-provoking and humorous (just like Loren himself). Here are just a few of my favorites from the past year:

1) Post-Purchase Emails That Drive Higher Revenue, Engagement. More and more marketers now understand the power of emails triggered by customer and prospect behavior. Since it’s the recipient’s actions that are driving the emails, these messages have an immediate edge in relevancy versus general broadcast emails—and as a result, drive conversions and revenue. Here, Loren showcases the seven types of post-purchase emails that effective marketers should consider.

2) Are You Asking the Right (Email Marketing) Questions? Loren has always been a forward-thinking leader who challenges email marketers to stop asking the same old questions and start thinking strategically, focusing on addressing the right questions when evaluating email programs. Here are a few he suggests.

3) Inactive Subscribers: What's Your Strategy? One of the hottest topics right now is improving customer retention and minimizing list churn, and Loren has a four-step action plan for re-engaging as many inactives as possible and ultimately moving true inactives off your list.


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