Art & Science

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Segment of One

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Tales from the Trenches

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Day One

| April 5, 2018

7:45 AM – 3:30 PM | Registration Open
8:00 AM – 8:30 AM | Networking Breakfast in the Experience Hall
8:00 AM – 10:30 AM | Experience Hall Open
8:30 AM – 9:45 AM | EEC2018 Opening Keynote – Bob Garfield

The dashing, arthritic co-host of WNYC’s On the Media, is a columnist, critic, essayist, pundit, international lecturer and caster both broad and pod. Beyond OTM, he created Audible’s podcast series The Genius Dialogues. To do that, he ditched the wildly popular Lexicon Valley podcast which he co-hosted for Slate. It was a money thing, really.

9:45 AM – 10:30 AM | Refreshment Break in the Experience Hall
10:30 AM – 11:30 AM | Concurrent Sessions

Hot or Not? A Live Critique of Email Capture Forms
Track: Art & Science

BACK BY POPULAR DEMAND! 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.

Free expert panel review of your email capture form!
Volunteer your URL to have it reviewed in person at the “Hot or Not” panel discussion.

Experts from National Geographic Society, Holistic Email Marketing, and FreshAddress will provide you with live analysis and constructive suggestions on how to immediately improve the quantity and quality of the email addresses you are capturing.

To submit your site, email Austin Bliss at

Austin Bliss
President & Co-Founder, FreshAddress, Inc.

Kath Pay
Founder & Senior Consultant, Holistic Email Marketing

Mikaela King
VP, Integrated Marketing, National Geographic Society

Using AI-driven dynamic email composition to develop 1:1 relationships with Microsoft’s customers
Track: Segment of One

In this session we will describe how Microsoft is using reinforcement-based learning/AI systems to build highly targeted and personalized email communications, in order to build a 1:1 dialog with our customers. We’ll provide examples of campaigns that have leveraged this approach, not just to drive better results in-campaign, but also to generate amplification effects across other channels, including social and paid media.

Ian Thomas
Senior Director, Program Management, Microsoft

Keith Walsh
Senior Marketing Applications Manager, Microsoft

Creating Magical Moments with Lovepop
Track: Tales from the Trenches

Lovepop is a pop-up greeting card company that made a big splash on ABC’s “Shark Tank” back in 2015, winning an investment from Kevin O’Leary. As the world’s leading designer of 3D cards, their Boston-based team has a unique vision to recreate a massive industry that’s historically seen limited innovation. As they scale up, email is a critical tool for maintaining a direct connection with customers. Last year, Lovepop doubled their engagement and revenue using A/B and Multivariate Testing. Joined onstage by MailChimp, Lovepop will reflect on what they’ve learned along the way testing their success, as well as their future plans to improve their email strategy.

Nicole Fletcher
Client Success Manager, MailChimp

Brian White
Senior Manager of Acquisition, Lovepop

11:40 AM 12:40 PM | Concurrent Sessions

Send Higher Quality Emails in Less Time with Templates
Track: Art & Science

Email marketers are consistently challenged by the diversity of devices, brands, and email clients where subscribers view, open, and interact with emails. Each of these variables is an opportunity for the HTML code or CSS styling to break, not render, or fail. Ferguson Enterprises team of email experts shared three goals common to all email marketers: they needed to send mobile-friendly emails, that were high quality and error-free, in less time. In this session, attendees will learn how Ferguson Enterprises teamed with Whereoware to take a modular, templated approach to responsive email design. By designing and building pre-tested, error-free email modules, their email marketing team can send a variety of email designs tailored to their diverse audience, without wasting resources fixing finnicky, broken code. Attendees of this session will learn how to get started building email templates and tools to use to speed up the email production process by multiple hours per email, cutting coding and testing time in half!

Dan Caro
Senior Director of Marketing Operations, Whereoware

Velichka Lammie
Email Marketing Specialist, Ferguson Enterprises

The State of Email: Insights on Email Workflows, Deliverability, and More from 3,500+ Marketers
Track: Segment of One

To understand how email marketing is changing and to identify opportunities for brands, Litmus surveyed more than 3,500 marketers worldwide. Join Chad S. White, Litmus’ Research Director and the author of “”Email Marketing Rules,”” as he shares the most interesting and actionable insights from the State of Email Survey Research Series and gives you data-driven advice on:

  • Ways to strengthen your email production workflow
  • The best (and worst) ways to acquire new subscribers
  • How to improve your email deliverability
  • Design elements that will give your emails an edge
  • And much more

Chad White
Research Director, Litmus

How Shoe Carnival Mastered Point-of-Sale Email Collection
Track: Tales from the Trenches

Collecting email addresses at the point-of-sale is one of the most troublesome, yet potentially rewarding aspects on any retailer’s email marketing program. Join us for a case study highlighting how Shoe Carnival leverages real-time email validation to optimize the process.

This session will teach you how poor POS data collection practices hurt your company. Next, we’ll introduce proven strategies for mitigating this risk that you can implement today. Finally, we’ll reveal how Shoe Carnival is following them to boost their email marketing ROI.

Kelli Holtshouser
Email Marketing Coordinator, Shoe Carnival

Suzanne Shaughnessy
Director, Strategic Solutions, FreshAddress, Inc.

12:45 PM – 2:00 PM | The eec Email Marketing Awards Presentation and Luncheon
2:00 PM – 6:00 PM | Experience Hall Open
2:15 PM – 3:15 PM | Concurrent Sessions

Crossing the Generational Divide With Email
Track: Art & Science

So-called “email killers,” like Slack and Facebook Messenger claim to replace email and have all but declared the age of email irrelevant, especially for younger generations. The reality is, email enables brands to communicate reliably with customers at the right time in the right place with 1:1, personalized messages. This session will highlight recent research from Egg Strategy, commissioned by SendGrid that shows there is an overwhelming preference for email over all other communication forms when it comes to B2C interactions.

Marketers are constantly trying to understand how different generations engage with email. The worry is that younger generations gravitate toward new, emerging channels—the shiny object theory. This research was both qualitative and quantitative in nature. We sought to understand how younger generations engage with email and how it becomes part of their digital identity.

The research also shows that while brands worry that Millennials and GenZ are not using email, a majority of Gen Z and Millennials believe their email usage will continue to increase over the next five years. The panel will include Len Shneyder, VP of Industry Relations, SendGrid; David Miller,Managing Director, Lifestyle Brands at Egg Strategy; and a SendGrid customer, who targets millennials and GenZ via email (TBD).

David Miller
Managing Director, Lifestyle Brands, Egg Strategy

Len Shneyder
Vice President of Industry Relations, Sendgrid

Email Marketing in the Age of Amazon: Don’t panic… Ok maybe just a little…
Track: Segment of One

Yes Amazon is the elephant in the room that is disrupting all of ecommerce. Yes your brand/store/site will need to evolve. How does email marketing continue to work through this new Amazon era? We’ll talk through all the latest Amazon functionalities along with other cross-channel approaches you can take. Want to see how the pro’s do it? Great, we’ve got the Marketing Director for Never Too Hungover / Maloof Ventures to come in and give us the inside scoop on how a leading brand is coping and growing in the Age of Amazon.

Kestrel Lemen
Marketing Manager, CPC Strategy

Sheryl Biesman
Marketing Director, Never Too Hungover / Maloof Ventures

Back to the Future: The Success of Personalized Plain Text Emails in 2018
Track: Tales from the Trenches

Learn how Rover used personalized plain text marketing emails to double open rates & increase conversions, resulting in a 40% lift in activations & bookings. While most email innovations involve a high tech, design heavy approach, Rover’s email program created successful, one-to-one customer experiences while taking things back to basics. We’ll outline our success using plain text emails as a component of our personalized marketing strategy, how we integrated this tactic into our email program, and how we tackled challenges with scaling this tactic for future growth. You’ll walk away knowing how (and why) you can test personalized plain text emails in your marketing strategy.

Rachel Hilburn
Email and Mobile Marketing Manager,

Mayme Frey
Email & CRM Manager,

3:15 PM – 4:00 PM | Refreshment Break in the Experience Hall
4:00 PM – 5:00 PM | Lightning Round Session

Submission form: Click Here

Do you want to know the latest trends in the email space? Do you have new data that will directly affect how an organization’s email marketing strategy? Or is your company facing new challenges that need new solutions? Come participate in this open forum where you will get input and discuss topics with the leading experts and thought leaders in email industry gathered at the conference. This data blitz will grab your attention, get you engaged in the discussion and convey key information on today’s email marketing climate.


  • 3-Minute Presentation
  • No pitches!
  • Get to the point quickly; invest no more than 1 minute on setup and background.
  • Share one great idea.
  • Tell a story; storytelling is universal and we all have a story to tell.
  • Show passion for an idea; spread your joy.
  • Share information but resist the temptation to explain in detail.
  • Don’t forget that the audience is on your side.
  • Remember that delivery is more important than content.

The best presentation (decided by the audience) will win a prize!

5:00 PM – 5:45 PM | Reception in the Experience Hall
6:00 PM – 9:00 PM | EEC2018 Reception

Day Two

| April 6, 2018

8:00 AM – 1:30 PM | Registration Open
8:00 AM – 9:00 AM | Networking Breakfast in Experience Hall
8:00 AM – 12:45 PM | Experience Hall Open
9:00 AM – 10:00 AM | EEC2018 Featured Keynote – David Sax

David Sax is a freelance writer specializing in business and food. His writing has appeared regularly in the New York Times, Bloomberg Businessweek, Saveur, The Grid Toronto, and other publications. His latest book The Tastemakers: Why We’re Crazy for Cupcakes but Fed-up with Fondue takes an in-depth look into the people and forces that create and shape food trends, and shows us why that matters more than ever.

He is also the author of Save the Deli: In Search of Perfect Pastrami, Crusty Rye, and the Heart of Jewish Delicatessen and has won a James Beard Award for writing and literature. David’s newest book, The Revenge of Analog: Welcome to the Post-Digital Economy was published in November, 2016. He lives in Toronto, Canada.

10:00 AM – 10:45 AM | Refreshment Break in the Experience Hall
10:50 AM – 11:50 AM | Concurrent Sessions

Deliverability: Ask Me Anything
Track: Art & Science

Deliverability is the art & science of getting emails delivered to the inbox. Our panel of email deliverability experts have learned much from the school of hard knocks. Join us as they share success strategies that help email marketers reach the inbox, boost engagement, and deliver greater ROI for their brands. This is an open floor Q&A session, so come prepared to tap the knowledge of the experts.

Lauren Meyer
Vice President of Delivery & Head of North American Operations, MailJet

Louis Driving Hawk
Email Delivery Consultant, SendGrid

Tim Moore
Vice President, Customer Solutions, 250ok

Anthony Chiulli
Marketing Practice Lead, Deliverability Services, Salesforce

Face Your Fears: Overcoming Messy Data to Create a Cohesive and Personalized Customer Experience
Track: Segment of One

It’s a challenge all modern marketers face: using unorganized, disparate, and difficult-to-access data to create relevant and personalized messaging for customers. This session will show how email marketers from two different industries tackled this common issue to make their data work for them. Learn how each took a customer-focused approach using quantitative and qualitative data to elevate their communications and drive engagement.

Kait Creamer
Conversion Marketing Manager, MakeMusic

Libby Croak
Strategist, Shaw + Scott

Liz Vernon
Email Marketing Manager, Alaska Airlines

Driving Customer Lifetime Value at Sushi-teria: A Case Study & Road Forward
Track: Tales from the Trenches

Sushi-teria is a unique digital first, omni-channel dining business focused on the Japanese Sushi category. In an age of digital aggregation of restaurants, Sushi-teria has taken a revolutionary approach. CEO & Founder Victor Chan, created a fully integrated online ordering, and a proprietary in-store ordering experience on iPads –all integrated into a singular system that was built to scale. Through a partnership with BuyerGenomics, learn how Sushi-teria was able to grow the business materially by using machine intelligence to target the right offer to the right Guest at the right time using Autonomous Database Marketing to drive his Guests Buyer Life Cycle and develop customer intelligence that reshaped and influenced menu options, pricing, and the very definition of the ideal customer to transform the marketing message and performance.

Michael Ferranti
CEO & Founder, Endai Corporation

Victor Chan
CEO & Founder, Sushi-teria

12:00 PM – 1:00 PM | Concurrent Sessions

Leveraging Data to Deliver an Email Makeover
Track: Art & Science

As the access to data continues to rise, marketers have an overwhelming amount of data available to them to help guide their brand’s strategy, targeting, segmentation and so on. The insights the data provides are powerful and when combined with great creative can enhance your email program and drive engagement. Marketers need to determine how they can use data both creatively and strategically to drive their email makeover and bring a new level of personalization to their program. This session includes co-presenters from BP and Aspen Dental.

Lauren Gentile
Vice President Creative Director, Digital Solutions, Epsilon

Christy Ford
Interactive Brand Manager, BP Products North America, Inc.

Mark Anderson
Associate Director of CRM, Aspen Dental

Don’t be a Jerk – Think Accessibility
Track: Segment of One

Email and the Web are critical resources for marketers. Those two mediums are more important to those with visual disabilities. The World Health Organization estimates that more than 330 million people are visually impaired worldwide and over 5% of the world’s population. To give that some perspective, there are 325 million people in the United States. The accessibility barriers to print, audio, and visual media can be much more easily overcome through digital technologies if they are developed with accessibility in mind. This very important aspect is often overlooked when marketers build their email campaigns and landing pages. By attending this session, you will be equipped with the knowledge to quickly and easily transform your emails and landing pages to be accessible for those visually impaired. Help be a part of the movement in ensuring those with disabilities are able to use and contribute to the digital world more effectively. It is essential that our emails and websites are accessible in order to provide equal access and equal opportunity to those with disabilities.

John Thies
CEO/Co-Founder, Email on Acid

Mark Talley
Vice President, Digital Channel Delivery, Chase

Hitting the Mark – How Monin and Devacurl Don’t Have to Beat the Bear
Track: Tales from the Trenches

As email marketers we will never have enough budget, enough resources or the perfect martech stack. This inspirational panel discussion will deliver the key finding of the 2018 Hitting the Mark report which will show that the big brands are not smashing it with their email programs and Monin and DevaCurl will then detail how they are successful by working with what they have and focusing on the fundamentals to beat their competitors.

Skip Fidura
Client Services Director, dotmailer

Stasha Johnston
Digital Marketing Director, Monin

Morgan Ashley Chargois
Ecommerce Manager, DevaCurl

1:10 PM – 2:40 PM | Closing Keynote Luncheon – Pioneers in Skirts Panel Discussion

Pioneers in Skirts is an uplifting film with a purpose, and the exclusive insights we will have from the filmmakers will help us all make an impact in today’s evolving culture.

Premiering in 2018, Pioneers in Skirts is a feature documentary following filmmaker Ashley Maria as she takes us on a nationwide journey to reveal the biases and obstacles women face as they pioneer their career paths, what can realistically be done about them, and how to dramatically change the outcome for the next generation.

Women start off with pioneering ambitions; but, after only two years into their careers, their confidence and ambition dramatically plummets as a result of inequalities among women and men in today’s workplace culture. We ALL can play a role in identifying, confronting and resolving the sexism and bias that women experience in their lifetime – for this generation and the next.

Ashley Maria
Pioneers in Skirts Director, Producer, Co-Writer

Lea-Ann W. Berst
Pioneers in Skirts Producer, Co-Writer, Outreach Marketer

Avis Yates Rivers
CEO, Technology Concepts Group International