Vying for customer engagement that starts at their inbox? This session will help establish a fundamental understanding of email marketing strategy and the best practices to optimize, measure, and make the most of your most powerful traffic-driving tool. From segmentation and content (who are they and what are they interested in?) to volume (how much is too much?) to key performance metrics (which email campaign measurements matter most and why?) - this discussion is ideal for small marketing teams looking to learn more about best practices that ensure their email strategy is top-notch.
Erika Bloom is the Director of Content Delivery for the Pennsylvania Bar Institute (PBI). Her early professional background in business development and marketing in various industries was the foundation for her initial role at PBI as the Marketing Director, where she used her digital marketing expertise to transform a legacy organization into a highly effective, strictly digital marketing shop. In the time since her early days at PBI, her role has expanded to the leadership of multiple customer-facing functions of the operation: marketing, e-commerce and online learning, customer service, registrations and scheduling, and media and AV, all leveraging her expertise in operational excellence and fostering a "customer experience culture".