If you are a B2B marketer, I hope you have booked a seat at the Email Marketing Council’s upcoming event designed specifically with your needs in mind:

B2B engagement email marketing
Date: Thursday, 1 Oct 2009
Time: 9.30am-4.15pm
Venue: Bloomsbury Hotel, 16-22 Great Russell Street, London WC1B 3NN

In a recent email marketing survey in B2B Marketing magazine (article) respondents confirmed that email (still) gives great ROI. As a result of the continuing high performance of this cost-effective channel, there’s pressure to get even more ROI. This pressure produces challenges. Just two of findings from the survey:

• An increase in fortnightly marketing campaigns over monthly – frequency is now of prime interest to marketers. (Tip: Testing can help find the right frequency balance. Those respondents who did include testing in their process said the insight gained from the results helped increase the effectiveness of their campaigns.)

• Subject lines remained the top variable to test – but there was an increase in the testing of segmentation. (Tip: Segmentation can address the frequency issue by allowing marketers to target and send a campaign to specific subscribers, rather than the entire database.)

I’ll be one of the panellists on the Best Practice panel: denise cox, Newsletter Specialist, Newsweaver; Jenny Moseley, Director, Opt-4; Kath Pay, Managing Director, eInsight; Dela Quist, CEO, Alchemy Worx.

The panel will be moderated by B2B Marketing magazine editor Joel Harrison. We’re a group of experienced email marketers, and plan to bring our varied day-to-day experiences to the debate around challenges faced by marketers in areas such as data acquisition, segmenting and targeting, customers and prospects, setting frequency and opt-in vs. opt-out -in.

Some terrific presentations and panels have been put together to give you maximum takeaways – and I hope to see you at this day-long event.