Program


Pre-conference

Monday, May 1st

Day 1

Tuesday, May 2nd

Day 2

Wednesday, May 3rd

Agenda

at a Glance

Pre-conference
Monday, May 1st
Day 1
Tuesday, May 2nd
Day 2
Wednesday, May 3rd
Full Schedule

Pre-conference

Monday, May 1st

1:00PM-5:00PM |
Workshops

Developing Personas, Journeys, FBAs and other Foundations for Your Marketing

Truly effective marketing – via email and other channels – requires a strong foundation. Join us for this workshop and you’ll learn how to develop and leverage the building blocks of great marketing programs and campaigns, including:

  • Customer Personas: taking your target audiences to a granular level and fleshing out what they think, feel, see and are doing, as well as their goals, to help you put yourself in their shoes.
  • Prospect Journeys: thinking through the path that prospects take to becoming customers; the more you understand touchpoints and influences along the way, the better you will be able to develop a marketing program to lead them through the trail, and perhaps even get them to the end goal sooner.
  • Feature|Benefit|Advantage Analysis: one of the most effective and underutilized tools for developing key talking points that will be used as the basis for all your marketing communications.
  • Message Maps: learning how to define and prioritize the key messages for any marketing campaign – and how to spread them out, within a single effort or over a series of efforts that make up a single campaign.
  • Scientific Method: this is important for understanding how to develop and test hypotheses to be continually boosting performance – it also involves estimating the sample sizes needed and determining statistic significance of your results.
  • Quantitative Analysis: effective marketing is about more, much more, than pretty creative. Learn how to love your spreadsheets and use the numbers to drive your testing and qualitative aspects of your campaigns.
  • And more

 
As an attendee, you will participate in interactive exercises that allow you to begin developing these foundations for your own organization. We hope you are able to join us!

Please note: this is not a basic course. It’s for experienced marketers who want to take their marketing to the next level with these foundations.

Jeanne Jennings
Partner, CohereOne


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Advanced Strategies and Test Plans to Grow, Engage and Convert your Customers

You work hard to make your marketing program successful – make sure your strategies and tactics are working as hard as you are. Through brainstorming exercises, interactive activities and examples from brands who are doing it right, this session will give you optimization strategies and actionable insights to take back to your business.

Holistic Testing
Led by: Kath Pay

Most email marketers are aware that testing is worthwhile, yet a survey by Clutch recently found that only 23% of email marketers are performing any A/B split testing. Why is this? The answer lies in lack of budget, time and resources. This session on holistic testing will show you not only how to deliver improved results on a campaign by campaign basis, but also YoY, across channels and improve the value of the email channel to your business.

You will learn how to:

  • Build a hypothesis into your emails, to drive the actions that provide the answers you’re looking for
  • Use a push channel such as email to inform and improve pull channel performance
  • Interpret the results of your email tests and apply the learnings

 


Acquiring the Right Subscribers
Led by: Laura Madden

There are a number of elements that contribute to the success of your email program, but front and center is the quality of the subscribers you are engaging; not every email address is created equally. While many organizations focus on quantity over quality when it comes to email databases, we know it takes more than that to drive long-term program success.

Join Laura for insights on:

  • Defining steps for analyzing your current subscriber-base
  • Troubleshooting tactics for your current acquisition efforts
  • Brainstorming new acquisition tactics and best fit analysis
  • Collecting the right data at the right time
  • Applying strategies for post-signup analysis

 


Optimizing Engagement
Led by: Kara Trivunovic

According to Forrester Research, becoming customer obsessed is top of mind for 71% of global business and technology decision makers. And as consumers become increasingly savvy and aware of just how relevant marketers can be, that expectation grows. If you are obsessed with your customers, they will be obsessed with your brand.

This session will teach you to:

  • Identify areas of engagement optimization that will have the biggest impact on the bottom line
  • Determine long-term initiatives that will keep customers wanting more
  • Gain support from the organization for common road blocks to success

Pre-conference

Monday, May 1st

Day 1

Tuesday, May 2nd

Day 2

Wednesday, May 3rd

Agenda

at a Glance

Pre-conference
Monday, May 1st
Day 1
Tuesday, May 2nd
Day 2
Wednesday, May 3rd
Full Schedule

Day 1

Tuesday, May 2nd

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

How Marketing Automation Helps an Iconic Brand Build Customer Loyalty

Description coming soon.

Skip Fidura
Client Services Director, dotmailer
Jenna Fallon
eCommerce Director, Yakima

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

Creative Therapy: How Better Conversations and Relationships Lead to Better Email

Email Strategists and Creatives are on the same team, but aren’t always on the same page. They speak different languages, approach tasks differently, and use their unique skills to get the job done. When it comes to email creation, this can lead to frustration, long creative processes, and at worst — emails that just don’t work. It’s time for an intervention. In this session, a marketing strategist and an email copywriter will demonstrate how to get on the same page starting with good conversations and a more productive relationship. TL;DR – By appreciating the unique expertise and needs of creatives and strategists, and empowering them with information, emails can reach their fullest potential on a shorter timeline.

Lisa Kaneff
Founder, Next Chapter Consulting
Tracy Rohrbach
National Email Manager, Compassion & Choices

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

Five Email Success Strategies that Delivery Consultants Wish All Email Marketers Knew

Our panel of email deliverability experts have learned much from the school of hard knocks. Join us as we share five success strategies that help email marketers reach the inbox, boost engagement, and deliver greater ROI for their brands. We will open the floor to Q&A so you can tap the experts.

Paul Kincaid-Smith
VP, Industry Relations, SendGrid
Jennifer Ho
Director of CRM, Spotify
Joni Butts
Sr. Manager, Marketing Planning and Implementation, Quill/Staples

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

The Fears, Myths, and Fallacies that Hold Email Marketing Back

“Code like it’s 1999.” “Email marketing is easy.” “Email is dead!”

Whether you’ve been in the industry for five minutes or five years, you’ve probably heard these generalizations about email—and none of them are true. But fears, myths, and fallacies like these that continue to hold email marketing back when the truth is that nothing has replaced, displaced, or outpaced email as one of the most effective (and innovative!) means to engage customers and build lifetime value for brands.

Based on a decade of observations, dozens of surveys, and thousands of data points, this session will ease the fears, bust the myths, and correct the fallacies which have deterred marketing pros from questioning the status quo and handicapped true in innovation in email.

Justine Jordan
VP of Marketing, Litmus

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

Monetizing Gift Giving: How Fairytale Brownies Increased Online Holiday Revenue via Reorder Campaigns

Fairytale Brownies, an online retailer specializing in baked goods, has long known that most orders are not intended for the purchaser. Over the years this gifting company and cataloger has found success during the busy holiday buying period by sending prior gift and recipient history and gift-giving reminders to its customers. With the goal of making gift re-ordering easy while improving customer retention and loyalty, Fairytale developed a winning holiday email campaign pairing catalog with email to increase online reorder completion.

Erin Kress
Marketing Team Leader, Fairytale Brownies

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

Interactive Email. Are the Rewards Worth the Investment?

In an environment where the mantra is send more email, interactive or kinetic email is seen as a way for marketers to stand out in the inbox and deliver a lasting impression on the recipient. However are the long planning lead times and elaborate production and testing producing tangible rewards? We will discuss each company’s goals for their campaigns and whether interactive email delivered on those goals.

Justin Khoo
Email Blogger & Strategist, FreshInbox
Eric Lepetit
Email Manager, Nest (Google)
Alice Li
Email and Web Developer, Shutterstock

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2:15PM – 3:15PM |
Concurrent Sessions
Track: Email  EEC-email-track-icon-01

From Brick & Mortar to the Website: How Premier Cellar Leads their Client’s Customers from the Winery to the Web

It’s hard to bottle up the enjoyment of being at a winery tasting room and translate that to an email or website. Same can be said for a glorious showroom that displays your products in full brand surroundings. The taste, feel and flavor of a tasting room is one of a kind and the racks and shelves of products can be very enticing. That challenge exists for wineries along with every other brick and mortar business in linking the in-person relationship with email and the website can be daunting. Not to mention the regulatory issues that exist for wineries and their Direct to Consumer sales vertical. Onboarding or welcome series can help, but how do you focus on the key things that define a relationship and continue a relationship past that signal of opportunity. Join our energetic and entertaining panel of marketers to talk about the customer journey in the critical stage of after the first email. Discover the key strategies for simple email only onboarding and the advanced surrounding of the consumer across the web to increase brand loyalty and conversion; Learn how Premier Cellar has led top wineries join the physical experience with the online world through robust automation; See how [XBRAND] was able to achieve a XX% lift in response through an automation program as soon as they left the tasting room (awaiting permission); Apply what wineries are doing to retail, travel & technology companies; Get real tactical process examples on how you can implement these strategies when you return to your office. Join Ryan Phelan, VP of Marketing with Adestra, Corben Ketelsen & Erica Walter from Premier Cellar for a great session filled with items you can implement on your own program!

Ryan Phelan
Vice President, Marketing Insights, Adestra, Inc.
Corben Ketelsen
Accounts & Strategy, Premier Cellar
Erica Walter
Director of Marketing Services, Premier Cellar

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

Innovations in Identity Management & People-based Marketing – An exploration of how brands and marketers are tying together first and third party data to create holistic views of customers across channels.

Email’s role in the digital marketing ecosystem took a major step forward in 2015 as the channel found itself at the core of the emerging space of ‘people-based marketing.’ As a primary digital fingerprint, email is increasingly the key to tying together consumer identity across channels, allowing marketers to make better marketing decisions and drive relevancy. This panel will explore the challenges and rewards of identity management and offer useful advice for brands and marketers who want to take next steps in people-based marketing.

Nicholas Einstein
VP & Principal Analyst, The Relevancy Group

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

Emails & Apps

Description coming soon.


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Pre-conference

Monday, May 1st

Day 1

Tuesday, May 2nd

Day 2

Wednesday, May 3rd

Agenda

at a Glance

Pre-conference
Monday, May 1st
Day 1
Tuesday, May 2nd
Day 2
Wednesday, May 3rd
Full Schedule

Day 2

Friday, April 1st

8:30AM – 9:45AM |
Opening Keynote
taibbi-oct-2012

Matt Taibbi

ROLLING STONE WRITER
AUTHOR OF NEW YORK TIMES BESTSELLER THE DIVIDE

 
updated-the-divide-coverMATT TAIBBI is the author of The Divide, the “impossible to put down” (NYT) book that uncovers America’s wealth gap. He’s also one of the most informed—and funniest—chroniclers of Trump and the 2016 election. In talks, Taibbi paints an alarming portrait of American life—where our basic rights are now determined by our wealth or poverty—and provides a way forward against this urgent crisis.

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

Hot or Not? A Live Critique of Email Capture Forms

Trying to grow your email list? No matter what you are doing to get the attention of your prospects, in the end it all comes down to your email address capture form… is it performing as well as it could? Volunteer your form to our panel of experts for critique. We’ll talk through best practices, target metrics, error messages, confirmation pages, and more! All attendees will leave with great takeaways to immediately improve the quantity and quality of email addresses they are capturing.

Austin Bliss
President, FreshAddress, Inc.
Jack Hogan
Chief Technology Officer & Founder, Lifescript
Kath Pay
CEO & Founder, Holistic Email
Sal Tripi
AVP Digital Operations & Compliance, Publishers Clearing House

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

The Psychology of Choice: Understanding the Science of Why We Do What We Do and Buy What We Buy

“Chances are you’re wasting 90% of your marketing resources! This is because most marketing campaigns target the conscious mind that only drives 10% of our thoughts while our unconscious mind drives the other 90%. And because our conscious and unconscious minds are world’s apart when it comes to the values that inspire us, motivate us, and drive our behavior.
In today’s complex consumer-driven world, creating psychologically relevant messaging and customer experiences are mission critical for ROI and the long-term success of any brand. Marketers must understand human behavior and psychological principles in order to capture attention, sales, and lifetime value. This session will teach you how your consumers really think, how they really choose which offers to respond to and to which brands to assign loyalty. And how you can build psychologically relevant journeys that secure lifetime value and profitability.

You’ll learn:

  • How to appeal to the unconscious mind in order to capture attention and establish trust
  • What social and emotional influencers are most likely to get a prospect to YES!
  • How to apply key findings from psychologists like Freud, Jung, Kahnemann and Ariely to get more from your marketing and customer experience programs.
  • How to engage consumers on relevant journeys that connect deep within our psyche and inspire evangelism for generations
  • Examples of how psychology based marketing can achieve “unthinkable results.”
Jeanette McMurtry
Chief Marketing Officer / Principal, e4 Marketing

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

The Art & Science of Mastering Machine Learning

There’s no shortage of talk about how digital technology and machine learning are transforming the brand-to-customer relationship. The customer journey is faster and more compressed and marketers must be ready to make micro-decisions in milliseconds to reach customers in the moments that matter. We’re seeing organizations leverage machine learning to implement strategic and real-time customer engagement strategies through digital media, point-of-sale and on mobile – yet these same brands have yet to leverage similar techniques in the channel that is the linchpin to their communication strategies – email. Attend this forward-looking session to hear from brands who have implemented machine learning in other channels and learn how it can be applied to your email marketing strategies. Leave with an understanding of how you can leverage machine learning to engage customers in the moments that matter most.

Kara Trivunovic
Vice President, Digital Solutions, Epsilon
Derek Kazee
Senior Director, Retention Marketing, Ebates

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12:00PM – 1:00PM |
Concurrent Sessions
Track: Email  EEC-email-track-icon-01

Visionary Ideas to Future – Proof Your Email Program

The year 2020 will be here before we know it. Marketers have transitioned from a single source of data to multiple data sources, from static historical data to real time dynamic data to predictive intelligence. In this session we will predict what email marketing will look like in 2020 by digging deep into the trends and statistics that are starting to take place today, so you can be prepared for tomorrow.
 

Tom Sather
Sr. Director Email Research, Return Path

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

View From Zero to Conversion – The Launch of Visa Checkout Email CRM

in the presentation, that will outline the launch of Visa Checkout (a B2C vs a traditional for the brand B2B service), go through the need for simplified mobile payment options, how it was built and how it was received by consumers. In a single year after launching Visa Checkout, the program generated: – Over 13 million enrollments. – Participation from over 250,000 merchants. – Over $113 billion TAPV. In addition, the launch of the Visa Checkout CRM strategy resulted in: – Just under 1M subscribers within 12 months – Strong email engagement with email of an average of 25% open rate and a 8% CTO rate – Seasonal campaigns with broad appeal driving the most engagement (the presentation will include creative examples of different types of high-performing emails)- Launch of the preference email expanded our knowledge of users – Subscribers are 2x more active and cross-shop at merchants 3x more than non-subscribers. For their partner brands, Visa Checkout produced: -Visa Checkout enrolled customers completed 86% of transactions from the shopping cart. – Visa Checkout customers make 30% more transactions per person compared to overall customers.

Mary Grundy
Vice President, Global Innovation Marketing, Visa

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

How Focusing on Email Hygiene Can Save your Budget (and your butt)

Join us as we reveal how smart marketers are staying off email blacklists and maximizing their marketing campaign ROI by placing a stronger focus on email address quality. This session will teach you how problematic email addresses make it into your list and cost you money. We’ll introduce 3 proven strategies for bullet-proofing your email database against these nuisances and discuss how top brands are following these strategies to achieve superior deliverability.

Chris Arrendale
CEO & Principal Deliverability Strategist, Inbox Pros
Brian Davis
Chief Technology Officer, ActiveEngagement, LLC.
Reynold McGuire
CTO, 1-Point Interactive
Shanna Agner
Email Marketing Coordinator, LIDS/HatWorld
Brian Davis
Chief Technology Officer, ActiveEngagement, LLC.

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1:10PM – 2:40PM |
EEC 2017 Closing Keynote Luncheon