Idan Driman

Director, Digital Marketing & Production
Sears Canada

Idan Driman is the Director of Digital Marketing and Online Production at Sears Canada. With his background in strategy and experience in e-commerce and digital marketing, Idan is responsible for developing Sears Canada's digital marketing strategy, identifying & prioritizing key opportunities and leading the execution of key digital marketing programs. Idan and his team's efforts resulted in establishing Sears Canada as a digital marketing leader in the Canadian retail e-commerce landscape. He has successfully led innovative initiatives such as an advanced personalized e-mail program, the first Wishbook on Pinterest and the #mybrotherworksatsears campaign. Prior to that, Idan worked for 7 years in business strategy, leading strategic projects with internal and external work teams and guiding senior leadership on strategic issues like corporate strategy, business-unit level strategy and organizational strategy.

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Total eTail Experience: The Most Imperative Topics For Deep Dive Learning

Thursday, November 5th, 2015

16:40 Optimizing eMail Marketing Through Personalization

E-mail undoubtedly remains brands’ leading marketing tool. Though brands continue to see success with direct marketing, it’s imperative to keep your campaigns’ content fresh and relevant. As e-mail open rates continue to increase, examining the return of the vehicle via metrics helps you with increasing your lead-gen. Join Idan as he discusses e-mail data tactics to entice online shopping by knowing the consumers’ favorite products and frequent purchases. He explains:

• Why personalization is a necessity for today's e-mail programs

• Examples for personalized e-mail based upon search and shop behavior

• What is the right balance between mass-and personalized e-mails