March Meeting: Was it Good For You? Designing Desirable and Effective Email Marketing Programs

  • 19 Mar 2009
  • 6:00 PM - 8:29 PM
  • The Boardroom in the One Union Square Building

Melissa Shaw will speak about designing good and effective email marketing experiences.

Was it Good For You? Designing Desirable and Effective Email Marketing Programs

Email continues to be one of the most powerful and profitable marketing channels around. There’s more to it than what you may see in your inbox,

In this session you’ll learn how to leverage email marketing with a focus on customers' needs and wants: what are they looking for? What needs do they have right now that a well-timed offer can fulfill? How can you communicate with new and existing customers and earn their trust? What design, content and technical aspects need to be taken into consideration to reach people?

Learn how the best marketers are designing and implementing email programs that focus on the customer – not the product, a strategy known as the Customer Lifecycle approach.  You’ll learn how to engage prospects and customers at every stage of the lifecycle through highly automated, scalable, and profitable email marketing programs.  Through case studies, a proven strategy framework, and tactical execution tips, including interdisciplinary workflow best practices, you’ll learn how to turn online browsing and purchasing behavior into “quick wins” - email programs designed to improve conversion rates and strengthen customer loyalty.


Melissa Shaw is a results-driven independent consultant with 15 years of experience in online marketing, strategy, research, and product development.  Working on both the client and agency side, she has developed hundreds of email and lifecycle marketing programs for Fortune 500 companies such as BMW, Wells Fargo, Chanel, Continental Airlines, Virgin Airlines, Snapfish, Hewlett-Packard, and Quicken Loans.  Most recently she spent five years at Responsys Inc. where she built and directed the Marketing Services practice.

Well known for her commitment to data-driven decision making, and her ability to create well-defined marketing strategies, Melissa has a proven track record driving increased ROI, and launching high-impact marketing programs. She has experience with key vertical markets like financial services, travel, and retail.

Melissa earned her B.A. degree in International Relations from Whittier College. She is an active member of the Direct Marketing Association, Email Service Provider’s Coalition, and a certified member of the International Association for Privacy Professionals. Melissa is a sought-after speaker within the email marketing industry and recently managed a panel at the 2007 MarketingSherpa Email Marketing Conference.

More information can be found at:

Location and Directions

The meeting will be held in the Board Room of the One Union Square building in Seattle, (600 University St, Seattle, WA 98101-1176).

* Take the Union Street exit

* Turn Left on the Seventh Avenue Drive-thru (first light just after the Union Street exit)

* The Seventh Avenue Drive-thru travels under Two Union Square. The Garage entry is mid-block on the right.  There is a fee for parking in the garage.

* Take the Seneca Street exit

* Turn right at the first light onto Sixth Avenue

* Take a soft right at University Street (Be careful to stay left of the concrete divider separating University Street from the freeway onramp. Turning hard right will put you onto the Freeway)

* University Street curves left and becomes the Seventh Avenue Drive-thru behind Union Square. Look for the sign indicating the parking garage entrance on your left.  There is a fee for parking in the garage.

In the Parking Garage
* Park near the West garage elevators. Take the West elevators to the Fireplace Lobby. At the Fireplace Lobby, walk toward One Union Square to your right. As you exit the Fireplace Lobby you will see escalators on your left. The Union Square Boardroom is located directly behind the escalators.

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