Three Reasons (of many) to Attend ACCM

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The 24th annual ACCM is just a week away, but it's not too late to book a flight to Boston and register to attend.

Several sessions at the show, held May 21-23 at the Boston Convention and Exhibitions Center, have to do with circulation, with strategies that are even more important today given the U.S. Postal Service increases.

For example, on Monday, industry consultant Michael Grant and Pete Bather, vice president of marketing of bedding merchant The Company Store, will discuss house file strategies and to maximize sales and profits. The session is designed to teach advanced RFM incorporating the Internet, secrets on increasing your mailable universe, reactivation strategies, and the latest imperatives for successful use of your marketing database.

On Tuesday, Susan Pizzano, executive vice president of MarketSmith, and Sonja Stanley, customer acquisition manager of Benchmark Brands, discuss new ways to think about and evaluate co-op models, multis, and suppressions, with concrete suggestions for ranking models and managing the relationships with co-ops for the most effective outcomes. They will teach you how to rank selection criteria from both mailer and co-op, how to evaluate the results of co-op names, and how to evaluate your level of participation among the multiple co-ops.

Also on Tuesday, Austin Bliss, president and founder of FreshAddress, and Craig Ajeska, senior database marketing manager for West Marine, will teach you how to increase your e-mail response by improving your lists. They plan to teach attendees how leaders in the industry are building and updating their e-mail address lists, offering tips that you can use immediately. Specific topics will include e-mail address collection, validation, appending, hygiene, and the E-mail Change of Address (ECOA) file.

For more information on ACCM, please visit http://accmshow.com/attendees/conference/conf_overview/index.html.

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