Using email automation, such as triggered emails based on events or behavior, has become a "must-do" approach to increasing results and ROI from your email-marketing program. The "batch and blast" method of email marketing is becoming much less effective as recipients increasingly ignore irrelevant one-size-fits-all emails.

In this free Webinar, you'll learn how Fabric.com used email automation to increase its conversion rate by 140 percent and drive a 50 percent annual growth in email revenue, which now generates 35 percent of the company's revenues. Using minimal resources, the Fabric.com team deploys a series of automated and lifecycle emails based on purchase habits, cart abandonment, purchase anniversary, birthday, "trial," win-back and more.

Melanie Coombs, who leads Fabric.com's email marketing efforts, shares:

• What drove the change in email strategy
• How the company continues to sell program changes to management
• Its approach to segmentation and lifecycle stages
• Examples of actual triggered emails and results
• Lessons learned and plans for additional improvement in 2010

Presenter:
Melanie Coombs - Email Marketing Coordinator, Fabric.com

Moderator:
Loren McDonald - VP of Industry Relations, Silverpop

Duration: Approximately 45 minutes for formal presentation, followed by 15 minutes of Q&A
Target Audience: Email marketers at B2C companies, particularly those with an ecommerce or strong conversion-focused goal
Content Level: Targeting intermediate-level email marketers

View the recorded Webinar
Download the slides