Program


Pre-conference

Wednesday, March 30th

Day 1

Thursday, March 31st

Day 2

Friday, April 1st

Agenda

at a Glance

Pre-conference
Wednesday, March 30th
Day 1
Thursday, March 31st
Day 2
Friday, April 1st
Full Schedule

Pre-conference

Wednesday, March 30th

1:00PM-5:00PM|
Workshops

Workshop #1: Email Marketing 101

This workshop has brought together some of the leading experts in vendor selection, deliverability and email design and segmentation. It has been designed to equip those of you who are just starting out in email marketing, with everything you need to get started. Come prepared to walk away with an abundance of tips, tricks and best practices and you can look forward to gaining insights that would otherwise take you months to learn.

Choosing a Vendor
You’ll learn how to define objective and subjective needs and wants, and how to turn those into the best questions to get the right answers. You’ll learn what questions to ask internally before reviewing prospective vendors, and how to apply both qualitive and quantitive measurements in choosing the best ESP for your organization.
 
John Caldwell
Founder
Red Pill Email
John Caldwell
Founder
Red Pill Email
 
Segmentation: The basics and more
Segmentation is a form of personalization and consumers are now demanding personalization. We will discover the basics of how to successfully segment and what type of data is necessary to do so.
 
Kath Pay
Founder & Senior Consultant
Holistic Email Marketing
Kath Pay
Founder & Senior Consultant
Holistic Email Marketing
 
Designing for email
We will cover not only the basics of designing for email and address how and why it is different to designing for the web, but we’ll also venture into the realm of persuasive design and copywriting in order to ensure we achieve the conversions we desire.
 
Kath Pay
Founder & Senior Consultant
Holistic Email Marketing
Kath Pay
Founder & Senior Consultant
Holistic Email Marketing
 
Getting your emails delivered
We will be covering topics and that email marketers need to know and understand. Email deliverability is constantly evolving and changing, so staying up-to-date is important for your email marketing campaigns.
 
Chris Arrendale
CEO & Principal Deliverability Consultant
Inbox Pros
Chris Arrendale
CEO & Principal Deliverability Consultant
Inbox Pros
 

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Workshop #2: Advanced Strategies and Tactics for Driving Revenue and Growth with Email

What separates ‘good’ email marketers from ‘great’ ones? Join us for this 4-hour pre-conference workshop to find out. Your trainers will use case studies, interactive exercises and group discussions to give you the tools you need to take your skills – and your organization’s campaigns – to the next level. You’ll learn:

  • Analytics: getting past opens and clicks to calculate, analyze and develop qualitative recommendations for improvement from quantitative insights
  • Groundwork: proven ways to develop a leading edge marketing foundation including personas, journeys, message maps and creative briefs that drive cohesive and compelling outcomes
  • Automation: keys to success for recognizing the promise of multi-touch triggered email campaigns, whether you’re talking about remarketing, lead nurturing, drip or other
  • Testing: making strategic testing, which can have a dramatic impact on your bottom line, part of your standard operating procedure for continuous learning and optimization
  • Omni-channel: taking strategies and tactics out of their silos so all of your marketing initiatives work together to benefit prospects/customers, your organization and your career

 
This will be a fast-paced session for email marketers with at least a year (and ideally more) of experience under their belts. You’ll leave with new mindsets, skills, and at least 5 ideas you can test in your own program to boost bottom line performance.

Jeanne Jennings,
Managing Director, Digital Marketing
Digital Prism Advisors
Karen Talavera
President and Founder
Synchronicity Marketing
Jen Perry
Senior Manager, Advanced Analytic Methods and Research
Merkle Inc.

Pre-conference

Wednesday, March 30th

Day 1

Thursday, March 31st

Day 2

Friday, April 1st

Agenda

at a Glance

Pre-conference
Wednesday, March 30th
Day 1
Thursday, March 31st
Day 2
Friday, April 1st
Full Schedule

Day 1

Thursday, March 31st

8:30AM – 9:45AM | Opening Keynote
KellyMcEversHeadshot 
 
 
 
 

Kelly McEvers

Journalist
NPR
 
 

Sponsored by:

bluehornet-eec16-01
 
 

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Sponsored by:

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10:30AM – 11:30AM | Concurrent Sessions
Track: Email  EEC-email-track-icon-01

What the CRTC Wants You to Know about CASL

Canada’s Anti-spam Legislation (CASL) came into force on July 1st, 2014 and sending email north of the border requires an understanding of the new opt-in requirements before you click send. Join representatives from the Canadian Radio-Television Telecommunications Commission (CRTC), the primary enforcement agency responsible for enforcing CASL, to learn how it differs from CAN-SPAM to be sure you are compliant and avoid penalties up the road.

Lynne M. Perrault
Director of Electronic Commerce Enforcement
CRTC
Dana-Lynn Wood
Senior Advisor, Compliance and Enforcement
CRTC

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Track: Social, Content & Data  EEC-email-track-icon-01

How NakedWine.com Went from 1:Many to 1:1 Messaging in Less Than a Year

During this session, we’re going to review NakedWines.com and their rapid evolution from 1:many to a 1:1 messaging strategy. All driven by their dedication to their customer, and knowing that wine snobs (and novices) like to see what they like to drink!

Ryan Phelan
VP of Marketing
Adestra
Julia Fox
Marketing Manager
NakedWines.com
Jesse Baldo
eCommerce Coordinator
NakedWines.com

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Track: Mobile & Deliverability  EEC-email-track-icon-01

Global Email Compliance

This session will detail the guidelines of the key anti-spam and data protection laws and regulations across multiple jurisdictions and will offer a primer for organizations as they consider this complex and increasingly important area of compliance.
 

Nancy Harris
Director of Deliverability
Salesfusion
James Koons
Chief Privacy Officer
Dotmailer
Chris Kolbenschlag
Director of Deliverability
Bronto
Alex Krylov
Data Privacy
Experian
Udeme Ukutt
Director, Deliverability and ISP Relations
Mailjet SAS

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11:40AM – 12:40PM | Concurrent Sessions
Track: Email  EEC-email-track-icon-01

The Science Behind Emails that Persuade

In this fast-paced, example-jammed session, discover the proven principles of psychology that lead to greater email response. And get an inside look at how select investment management firms inject both big data analytics and decision science into their digital communications to achieve better outcomes.
 

Sheri Gilchrist
Managing Director, Global Head of Marketing Services
BNY Mellon Investment Management
Nancy Harhut
Chief Creative Officer
Wilde Agency

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Track: Social, Content & Data  EEC-email-track-icon-01

Can Facebook Custom Audiences Replace Email Marketing?

Attend this session to hear how Nautilus leveraged the power of Facebook custom audiences to connect with prospects who they’d normally be emailing. You’ll hear how it was done, the options and limitations, and the outcomes of the experiment. Learn how both email append and email change of address databases were leveraged… not for emailing, but for refining the Facebook custom audience.
 
Austin Bliss
President & Co-Founder
FreshAddress, Inc


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Track: Mobile & Deliverability  EEC-email-track-icon-01

Is Email The Silver Bullet for Killing the Multi-Device Marketing Zombie?

Join Ali Swerdlow, VP of Industry Relations from LiveIntent and Joe Consedine, Director of Marketing for Quibids for a discussion on how the power of the email address can carve out a path for marketers to better understand a murky cross-device world.
 
Ali Swerdlow
Vice President of Industry Relations
LiveIntent


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12:45PM – 2:00PM | The eec Email Marketing Awards Presentation & Luncheon
2:15PM – 3:15PM | Concurrent Sessions
Track: Email  EEC-email-track-icon-01

Evolution of a Legacy Brand: Increasing Relevancy, Engagement, and Retention Through Triggered Email

When Silver Star Brands rebranded in 2013 to signify its evolution from a mail cataloger to a multi-channel retailer, the company wanted to drive over 20% revenue growth across five brands under its umbrella through more targeted and relevant email marketing campaigns. Silver Star implemented trigger programs that achieved the highest opens, clicks, and revenue per email compared to everyday promotional messages. What’s more, triggers drove 49% of email generated sales while making up only 6% of the total send volume.
 
Jennifer Heim
Marketing Retention Manager
Silver Star Brands


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Track: Social, Content & Data  EEC-email-track-icon-01

Using Content and Improved Customer Experience to Increase Engagement and Conversions

Email marketing is in the midst of an historic transition, from efficient and inexpensive channel for “blasting” promotions and sales messages to a behavior driven, personalized communications medium that adds value to customers at every step of their buying journey. Part of this shift requires not just leveraging data and increased personalization but having a greater focus on aligning content with the customer journey.

This session will share tips on improving the email to web customer experience, mapping content to the customer journey and share real-world examples and case studies. Specific topics will include:

– Mapping content to the customer journey
– Rethinking the email to web conversion process
– Using product curation rather than direct product links
– Using content to improve the post-purchase experience
– Leveraging video to drive engagement, retention and increased conversions
– When to use humor and personality
– And much more.

Carey Kegel
Senior Email Marketing Manager
SmartPak
Loren McDonald
VP, Industry Relations
Silverpop, an IBM Company

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Track: Mobile & Deliverability  EEC-email-track-icon-01

The How + Why of Plow & Hearth’s Responsive Email Redesign

This session will cover how Plow and Hearth considered both analytics, internal resources, and the design principles of scalable vs responsive design to decide upon a mobile-friendly email template that could be executed in half the time. Plow and Hearth and Whereoware will have a candid discussion of how they worked together to overcome initial resource challenges, ensure a smooth transition, and ultimately, increase efficiency and quality of 60+ emails a week.
 

Cindy White
Email Marketing Manager
Plow and Hearth
Faith Albers
Senior Online Marketing Manager
Whereoware

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4:00PM – 5:00PM | EEC2016 Featured Keynote
PatrickScissonsHeadshot 
 
 
 
 

Patrick Scissons

Chief Creative Officer
GREY Canada
 
 
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Pre-conference

Wednesday, March 30th

Day 1

Thursday, March 31st

Day 2

Friday, April 1st

Agenda

at a Glance

Pre-conference
Wednesday, March 30th
Day 1
Thursday, March 31st
Day 2
Friday, April 1st
Full Schedule

Day 2

Friday, April 1st

9:00AM – 10:00AM | EEC2016 Keynote Address
KaraSwisherHeadshot 
 
 
 
 

Kara Swisher

Co-Executive Editor & CoFounder
Re/Code
 
 

Sponsored by:

Silverpop-eec16-v2-01
 
 

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Sponsored by:

Silverpop-eec16-v2-01
 
 

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10:50AM – 11:50AM | Concurrent Sessions
Track: Email  EEC-email-track-icon-01

How Marriott Rewards Rang in Success through a “Year in Review” Email Program

In 2014, Marriott Rewards decided to take a more member-centric approach to email campaigns during the holiday season through relevant, value-added content. December of that year, Marriott Rewards launched a multi-touch email campaign that culminated with a personalized video. The campaign had an overarching “Year in Review” storyline that:

  • Thanked members for their loyalty and recapped specific milestones they accomplished in 2014
  • Inspired participation in the loyalty program and bookings for 2015

Ultimately, Marriott Rewards generated 86.1% more revenue in December 2014 than in the same month during 2012 and 2013. The Year in Review program tripled the December average of revenue per message delivered. What’s more, the click-to-open rate increased 20% and conversion rate increased 9.7% year-over-year.
 
Clark Cummings
Senior Manager
Member Marketing, Marriott International, Inc


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Track: Social, Content & Data  EEC-email-track-icon-01

Sparking Your Email Creative to Ignite Response

Innovation and creativity are intersecting, sparking a new level of content and creative possibilities for email marketers. Could your email program benefit from live content, kinetic techniques and video? Or perhaps you’re only in need of a simple adjustment like subtle animation to ignite response.

This expert panel consisting of email creative experts and world-class brand side marketers will share with attendees their learnings from creative refreshes – big and small. Attendees will leave with actionable takeaways to spark their email creative and ignite response.
 
Moderated by:
Lauren Gentile
Vice President of Creative
Epsilon

Panelists from Hilton and Regis Corporation


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Track: Mobile & Deliverability  EEC-email-track-icon-01

All You Ever Wanted to Know about Deliverability (But Were Afraid to Ask)

This is your chance to speak with a panel of experts on deliveraility and ask the questions that matter most to you. After a brief introduction and answering the fundamental question: what is most important in today’s marketplace from a deliverability standpoint, we’ll open the floor to our audience to pick the brains of the smartest people in email deliverability.

Dennis Dayman
Chief Privacy and Security Officer
ReturnPath
Len Shneyder
VP of Industry Relations
Message Systems
Chris Arrendale
CEO & Principal Deliverability Consultant
Inbox Pros
Nancy Harris
Director of Deliverability
Salesfusion

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11:50AM – 12:50PM | Concurrent Sessions
Track: Email  EEC-email-track-icon-01

Crazy Enough to Test and Prove That Onboarding Works

Automating your welcome email or welcome series and using automation to nurture your customers is best practices. But do you have the guts to test it to prove that it works? Armed Forces Bank did. They tested sending a 6-part email onboarding series vs. a control group — they actually DIDN’T send a welcome series to a portion of their list — and now have the type of proof fellow email marketers would love to have. They can prove that their campaign doubles the engagement of new customers, measured in multiple accounts and average account balance.
 

Jessica Best
Digital Marketing Evangelist
emfluence
Kristin Steed
VP Marketing
Armed Forces Bank

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Track: Social, Content & Data  EEC-email-track-icon-01

Working with Big Data: Segmenting for Success

Big data is more than a hot button topic, it is the way that highly sophisticated marketing organizations are engaging with customers. Turning data into action, and fine tuned segmentation, is transforming email from a one to many communication channel, to a real-time context based and hyper personalized message stream that tethers customers to brands in never before imagined ways. More and more companies are using multiple signals in determining the content of and timing of messages on a per user basis rather than choosing cohorts and groups to receive messages based on a handful of unique demographic elements. Learn how these companies have managed to harness the power of data in their unique approaches to email.

Scott Burdsall
Senior Email Marketing Manager
Career Builder
Len Shneyder
Director of Industry Relations
Message Systems

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Track: Mobile & Deliverability  EEC-email-track-icon-01

Shift Happens: How PCH Used Data and Technology to Transition to a Mobile-First Organization

Most email marketers know that mobile is important – but actually making the jump can be challenging. This presentation will center on a real world story of how a well-respected brand made organizational changes and invested in the right technology and data analytics to actually make the shift to mobile-first. It will combine strategic considerations with the tactical steps PCH took to get there. Any marketer who wants to grow their list, grow their team, and move towards a true omnichannel strategy will find benefit in this session.

Sal Tripi
AVP of Digital Operations and Compliance
Publishers Clearing House
Spencer Kollas
VP of Global Deliverability
Experian Marketing Services

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1:00PM – 2:30PM | Closing Keynote

EEC2016 Closing Keynote Luncheon – ISP Postmasters & Blacklist Operators: Defending Consumer Inboxes

Email has been referred to the glue that binds all other digital marketing channels together. However, within ‘email’ there’s a rich and diverse ecosphere of technologies and players that shape the sending and receiving sides. Although ISPs represent the endpoint for email delivery, and also a mutual vested interest in a shared customer base, delivery to any given customer involves a number of other players that include anti-spam solutions, blacklist providers and more. This panel brings together various members of the email ecosphere to explore the interaction of different technologies used in mitigating abuse and protecting consumer inboxes.

Sponsored by:

Maropost 450

 

Sponsored by:

Maropost 450

 
Moderated by:

Dennis Dayman
Chief Privacy and Security Officer
ReturnPath
Len Shneyder
VP of Industry Relations
Message Systems

Panelists:

Jaren Angerbauer
Deliverability & ISP Relations Manager, Postmaster
Proofpoint
Angela Knox
Cloudmark
Matt Moleski
Executive Director of Compliance Operations
Comcast Cable
Alan Murphy
Spamhaus
Tom Shaw
SURBL

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