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A unique four-part series
of virtual conferences
brought to members FREE by the
Specialized Information Publishers Association
Wednesday, March 5
11:30 am - 12:30 pm Eastern
(60-minute Webinar)
Presented by:
David Fowler, BlueHornet;
Josh Kemp, Paramount Communication; and
Greg Williams, Eagle Publishing
Moderated by:
Todd Lebo, The Kiplinger Washington Editors, Inc.
There are MANY reasons why your e-mail promotions may be ending
up in a spam folder — or worse, are being blocked all together
and you don't know it! In this hour-long session, we will address
the issues you may be having with permission, list maintenance and
hygiene, message format and content, CAN-SPAM compliance, your e-mail
reputation, whitelisting and authentication. Don't know what half
of these things are? That's OK. You'll not only learn what steps
to take to get your message through, you will also learn what questions
to ask your vendors or in-house staff. The presenters will give
you solutions to your delivery challenges and show you creative
ways to penetrate the inbox of your subscribers. You’ll also
learn about the real-world consequences of failing to abide by industry
best practices.
Attend this conference to learn about:
• Today’s e-mail environment
• CAN-SPAM: The legal requirements of e-mailing
• E-mail performance issues that affect deliverability
• Initiatives and concepts: why your mailing reputation is
critical
• ISP compliant feedback loops and rendering
• Industry groups: who’s minding the store?
• Marketing best practices for maximum deliverability
PRESENTERS
David Fowler brings more than two decades of experience
to BlueHornet. His position, global vice president of deliverability
& privacy services, was created by BlueHornet to ensure continued
e-mail marketing success for clients at a time when the barriers
of entry for inbox delivery are becoming increasingly complex and
too costly to ignore. Among Dave's primary responsibilities is the
ongoing task of introducing new tools and managed strategic services
to optimize online revenue generation techniques through enhanced
e-mail delivery and conversion, including BlueHornet's SureSend™
e-mail deliverability enhancement platform.
David is a recognized e-mail deliverability and privacy expert
sought for his global marketing background. He is an active member
and participant in the International Association of Privacy Professionals
(IAPP). He holds national and regional positions on the Email Service
Provider (ESPC) vendor relations committee and co-chairs the Portland
IAPP/TRUSTe KnowledgeNet. Fowler is also a seasoned speaker and
consultant, with past national and international engagements that
include:
International Association of Privacy Professionals
Federal Trade Commission
InBox Atlanta & San Jose
InBox/OutBox – London
American Marketing Association
Messaging and Anti Abuse Working Group
TRUSTe
Privacy and American Business
Email Insider Summit
His U.S. and European-based senior management experience with such
companies as XO Communications, KPNQwest, Qwest Communications,
Electric Lightwave, GST Telecom and MCI, makes Fowler uniquely qualified
to manage Sarbanes-Oxley regulatory issues and others affecting
publicly traded companies.
Josh Kemp, co-founder of Paramount Communication,
first started within the e-mail industry seven years ago at Premiere
Global Services (formerly known as Xpedite). Josh began as a Campaign
Management Manager, quickly advanced into a Lead Sales Engineering
role, became a top performer as a National Sales Executive and in
2005 became Co-Founder of Paramount Communication Group. During
his rapid ascent Josh has manipulated and troubleshot multiple e-mail
sending platforms, established strong relationships with major ISP’s
and developed a wealth of knowledge on e-mail delivery best practices.
Working jointly with BlueHornet, a top provider of e-mail marketing
tools and Pivotal Veracity, the leader in e-mail delivery and optimization,
has also proved invaluable in helping Paramount clients, such as
Kiplinger and Eagle Publishing, penetrate their recipient’s
inbox at rates they have never experienced before.
Greg Williams, with more than ten years of online
marketing and Web-development experience, has learned some important
lessons about e-mail delivery and the value of an organization’s
online reputation – and he’s willing to share some of
those lessons with SIPA members! As Director of Eagle Publishing’s
E-Business department, Greg earned industry recognition for e-mail
delivery rates and has grown Eagle’s customer file by more
than 400% in 2007. With an average e-mail volume of 20+ million
messages a month (many going to paid subscribers), Eagle’s
e-mail deliverability is critical to its success.
Mr. Williams’ previous experience has included work with
the U.S. Postal Service, XM Satellite Radio and a variety of online
retailers. Websites designed by Greg have been featured on FOX News,
The New York Post, and CourtTV.com.
Todd Lebo has more than 15 years’ experience in marketing
newsletters, magazines and ancillary products in niche and mass
markets. Currently marketing director at The Kiplinger Washington
Editors, he markets both business and consumer publications. Previously,
he was marketing director at the NIBM, publisher of management,
human resources and small business products. Todd got his start
in newsletter publishing with Thompson Publishing Group marketing
human resource and environmental products.
Wednesday, March 12
11:30 am - 12:30 pm Eastern
(60-minute audio conference)
Presented by:
Brad Forrister, M. Lee Smith Publishers;
and
Ben Heald, Sift
Moderated by:
Robin Crumby, Melcrum Publishing
Social networks, blogs, e-mail listservs and online forums represent
an opportunity for specialized-information publishing companies.
By encouraging customer engagement and collaboration, your customers
can start to feel a sense of ownership of your brands and products.
Attend this audio conference to learn how to protect your brand
and your community when you give your reader the stage and your
competitor visibility to your audience. Hear from a panel of experts
how online communities are increasingly being used by publishers
to grow their businesses.
PRESENTERS
Brad Forrister is vice president of content at
M. Lee Smith Publishers in Brentwood, TN,with oversight over the
company’s editorial content in all media, including newsletters,
books, live conferences, audio conferences, Webinars, training videos
and Websites. He joined the company in 1980 to create the Tennessee
Legislative Service and guided it from the era of index cards to
its modern state as a sophisticated online tool for lobbyists. He
launched the company’s Websites, including HRhero.com, the
site for the company’s family of 60 state-specific employment
law newsletters. He received his undergraduate education at Lipscomb
University and his legal training at Vanderbilt Law School.
Ben Heald is the CEO of Sift, one of the U.K.'s
leading online publishers and provider of publishing solutions to
the publishing, public sector and association markets. Sift has
90 staff, is based in Bristol and had revenues in 2006 of £6.0m.
Ben launched AccountingWEB in May 1997, which is now one of the
largest online professional publishing businesses in the UK with
100,000 members and revenues in 2006 of £1.5m. He also took
responsibility for the subsequent launch of AccountingWEB US, TrainingZone,
LawZone and TravelMole, all similar online publishing businesses.
He acted as the first editor, then community director of AccountingWEB,
then director of communities for Sift. He also took the lead in
raising Sift's two rounds of external finance in 1999 and 2000.
He was appointed CEO of Sift in September 2002.
Having studied psychology at Bristol University, Ben trained as
an accountant with KPMG, spending six years in their London office,
and then three years running his own accounting and consulting practice.
His 11 years at Sift have given him a wide range of experience building
and launching products within the technical sector and running online
publishing businesses.
Robin Crumby is the co-founder and managing director
of Melcrum Publishing, the research and information business with
offices in London, Chicago and Sydney, Australia, with customers
in more than 90 countries. Robin is an expert in international marketing
and specializes in low-cost marketing techniques such as viral,
permission and peer-to-peer marketing. Robin is a member of the
SIPA and the SIPA-UK boards of directors. Robin holds a post-graduate
diploma in European business administration.
Wednesday,
March 19
11:30 am - 12:30 pm Eastern
(60-minute audio conference)
Presented by:
Melanie Matthews, HIN; and
Mark Ziebarth, Bongarde Media Co.
Moderated by:
Denise Elliott, The Kiplinger Washington Editors, Inc.
Retaining customers and getting them to buy more from you is critical
to any business. There are some tried-and-true techniques for getting
your renewal notices paid and your customers coming back to you
to buy more products. Is your renewal strategy paying off? Have
you sent your best customers "love gifts?" Do your customers
think of YOUR company and not the competition when they are looking
for an answer to a problem? Is your pricing strategy causing more
harm than good? Are you packaging your products in a way that encourages
your buyers to upgrade?
PRESENTERS
Melanie Matthews is the executive vice president
and chief operating officer of the Healthcare Intelligence Network,
a partnership among several leading healthcare-management publishers
for the online delivery of their exclusive content. Prior to joining
HIN, Matthews was managing editor at Health Resources Publishing,
which produces 19 newsletters primarily in the healthcare industry.
She developed a Website for Health Resources’ managed care
related products and was instrumental in developing the company’s
first online subscription-based directory.
Mark T. Ziebarth, publishing consultant to niche
publishing firms, has been involved with specialized publishing
since shortly before the FFT was invented. Following publisher-level
stints at B2B publisher Phillips Business Information (now Access
Intelligence,) public policy publisher Eagle Publishing, and the
Gilder Group of Companies, a publisher of technology investment
services, Mark was well-positioned in 2003 to partner with private
equity firm (and fellow SIPA member) Greenhaven Partners and acquire
Bongarde Media Co. Bongarde provides timely and cost-effective workplace
safety, environment and HR training solutions all across North America.
Mark holds an A.A, a B.A., and an M.B.A., and can still, occasionally,
recall what all those silly initials stand for. Living now in beautiful
British Columbia, Mark is particularly grateful to the Association—and
its members—who have enriched his professional and personal
life for almost two decades!
Denise Elliott is the vice president, sales and
marketing, at The Kiplinger Washington Editors, Inc., where she
is responsible for the circulation/sales efforts for five newsletters
with a combined circulation of more than 275,000 and one consumer
magazine with more than 800,000 subscribers. Founded in 1920 by
W.M. Kiplinger, the company developed one of the nation’s
first successful newsletters in modern times. The Kiplinger
Letter, launched in 1923, remains the longest continually published
newsletter in the United States. Denise is also responsible for
new product development efforts, content sales, as well as production
and fulfillment. She was previously president of Briefings Publishing
Group. Prior to Briefings, Denise was marketing vice president at
Washington Business Information, Inc. In her nine years there she
held many positions in the marketing and new product development
department. Denise is chair of SIPA’s Marketing Special Interest
Group, serves on the SIPF and SIPA board of directors and is a past
president of the DC Chapter of SIPA.
Wednesday, March 26
11:30 am - 12:30
pm Eastern
(60-minute audio conference)
Presented by:
Liz Cherry, The Motley Fool; and
Michele Khan, EPM Communications, Inc.
Moderated by:
Helen Hoart, StayWell Consumer Health Publishing
For small publishers with niche markets it is very hard to build
lists - you can't just call up a list broker and ask for names.
Many times small publishers can't find a select on the datacard
or just can't reach minimums. EPM Communications gets around this
by doing a lot of exchanges with other publishers and conference
companies and scours the Web for names. As the conference business
and the circulation of publications have decreased, EPM has had
to look for other ways to build their prospect databases. In addition,
they are creating market HUBs (an online destination by market)
for their customers and prospects to come to for solutions. The
hope is to build online lists via e-mail dailies and Web content
to sell print and online products to the new breed of online information
buyers.
The Motley Fool's direct-marketing team focuses on building a subscriber
database for their 10 plus monthly investment and personal finance
subscription-newsletter services. They develop their lead file online
through paid search, banner ads, co-registration offers, e-mail
barters, and e-mail list rental. The key is finding new sources
that will bring in quality new-to-file names within their demographic.
They create relevant customized free stock reports differentiated
by stock sector to generate interest in their newsletters. As a
leader in the online financial space they have focused marketing
promotions with a direct-response test and learn strategy-optimizing
results for better ROI. This direct-response test and learn approach
has helped provide a better experience for the customer and achieve
maximum revenues for The Motley Fool.
PRESENTERS
Liz Cherry is the senior online manager for external
marketing at The Motley Fool, a worldwide investment and financial
advisory services company. In her eight plus years with the Fool,
she has managed both project-management and direct-marketing efforts
related to the company's world-class subscription investment newsletters.
Ms. Cherry's current responsibilities are to manage all of the paid
online marketing promotions for the company. Her focus is on lead
generation, building The Motley Fool's database of names to increase
the volume of newsletter subscribers. Her work focuses on banner
placements, paid search, co-registration and e-mail list rental.
Michele Khan is the vice president of marketing
at EPM Communications, Inc., which she joined in 1995. In her role
at EPM, Michele oversees the marketing of more than 20 newsletters,
directories, special reports and conferences, as well as EPM’s
Website. Prior to joining EPM, Michele spent six years with Securities
Data Publishing as director of marketing. At SDP Michele’s
responsibilities included direct-mail promotion for newsletters,
directories and conferences; managing a subscription-sales department
with seven reps; and advertising promotion for four trade magazines.
Michele is currently co-president of SIPA’s New York Chapter.
Helen Hoart is president of StayWell Consumer
Health Publishing, which has a strategic business alliance with
Harvard Medical School to market Harvard’s five consumer health
newsletters, including the Harvard Health Letter, Harvard Women’s
Health Watch and Harvard Heart Letter and its more
than 50 condition-specific health reports. During her 10 years of
working with Harvard, she has helped Harvard Health Publications
expand its scope through the creation of a series of condition and
life-style reports. She has also worked with Harvard Health Publications
to develop its Web strategy. StayWell’s success led Harvard
Medical School to renew and expand its relationship with StayWell.
Harvard Health reaches more than half a million subscribers monthly,
helping them make informed decisions about their health and well-being.
Before joining StayWell, Helen ran R.L. Polk’s newsletter
division where she headed marketing and business functions for a
variety of consumer publications, including the highly regarded
Kovels on Antiques and Collectibles.
In 1994, while working for Pearson, the international book and
specialized-media publisher, she led a group that acquired Encoders
Inc., a business-to-business publishing company. She was named president
of Encoders and helped that company increase circulation by 50%,
primarily through expansion into international markets of its flagship
publication, Communication Briefings. During that time
she also acquired several other publications and expanded the company’s
line of management training videos.
She served on the board of the Specialized Information Publishers
Association from 1996-2001 and was elected president in 2000. Helen
is the immediate past president of the Specialized Information Publishers
Foundation. She also represents Specialized Information Publishers
Association on the Mailers Technical Advisory Committee.
In 2006, she was given the Founder’s Award from the Hudson
Valley Direct Marketing Association in recognition for her outstanding
contributions to the field of consumer marketing. She was inducted
into the SIPA Hall of Fame in 2007.
Helen started her career on the editorial side of the business
covering politics, the White House and Congress for a number of
news services in the 1970s.
FREE for SIPA members! Call Kati Fritz at SIPA at (703)992-9339
or email kfritz@sipaonline.com.
Not a member? Call Kati Fritz at SIPA at (703)992-9339
or (800)356-9302 to find out how to join! (Non-members
will be able to purchase CDs of the events for $179 per program.)
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