Lareen Strong

VP Marketing
Franklin Covey

As the VP of Marketing at FC Organizational Products, the exclusive worldwide licensee of the FranklinCovey™ brand, Lareen oversees global marketing channels for nine brands and various sub-brands.

Lareen has 20 years of digital and print marketing experience. She’s worked in a variety of industries, including consumer goods, healthcare, and audio conferencing. A popular consultant, Lareen has worked with authors from McGraw-Hill and Harmony Books, real estate developers, healthcare service firms, and social media organizations.

Check out the incredible speaker line-up to see who will be joining Lareen.

Download The Latest Agenda

Pre-Conference Summits

Saturday, November 8th, 2014

12:25 Establishing A Testing Roadmap To Increase The Effectiveness Of Your Email Campaigns

As the VP of Marketing, Lareen oversees global marketing channels for nine brands and various sub-brands at Franklin Covey. Intrinsic to their success is testing their email programs, with specific customer segments and to ensure they are receiving the best possible ROI. Lareen walks through where they’ve been, what they are currently testing and why, and how to create the most effective email program possible for your business.

Understanding changing customer behavior through testing
Developing a testing roadmap and structure to your testing program
Instituting a flow of your testing programs: solving specific business programs with your tests
Focusing on a specific customer segment
Generating internal review questions when beginning your testing programs
Locating the starting point for developing a holistic testing strategy for all email programs (seasonal emails, featured product emails, etc.)
Establishing the ideal timing and frequency for your email programs
Optimizing your remarketing programs
Abandoned cart, browser behavior, loyalty programs, event-based triggered programs
Gathering customer data to learn how existing and new customers are behaving on your website to develop appropriate testing vehicles
Sifting through this data to make effective decisions about your program