In the critic’s corner session “Avoiding the Dreaded Unsubscribe: Tricks and Tips from the Email Experts” Jeanniey Mullen, EVP & CMO of Zinio, EVP & CMO of VIV and Founder of the Email Experience Council and Stephanie Miller, Global Markets Catalyst at Return Path, Inc. shared their expert opinions on what makes an effective email.

In this interactive session, Mullen, Miller and members of the audience weighed in on what a handful of retailers did right – and got painfully wrong – in their email marketing promotions

Here are some interesting nuggets from this session:

• Search is getting close, but email is still the #1 online activity
• Baby boomers spend more of their time online on emails than any other age group. This group goes online to get things done
• Gen Xers go online for entertainment. When they’re online, they’re multitasking. This poses a challenge for online marketers – your messages really need to cut through the clutter
• The most frequent online activity for “screenagers” is downloading music
• The average person conducts 49 searches online a month