Program

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 | EEC 18 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.

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

Kath Pay
Founder & Senior Consultant, Holistic Email Marketing

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

Game of Cones: Email Marketing with Jeni’s
Track: Tales from the Trenches

Jeni’s Splendid Ice Creams is a multi-channel retailer—with 32 scoop shops across nine cities, an online shop at jenis.com, and national distribution in grocery stores.

When we need to communicate something—a shop opening, a new flavor release, an event with Jeni, or some new limited-edition swag—email is THE TOOL that creates the most impact.

This session will explore the email strategy and tactics Jeni’s uses to communicate to its customers in a way that honors and respects our different customer groups and the relationships we have with each of them.

Nicole Fletcher
Client Success Manager, MailChimp

Chelsea Clements
Director of Ecommerce, Jeni’s Splendid Ice Cream

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!

Digital agency Whereoware worked with Mud Pie and leading technology companies DOMO and the Big Squid Predictive Toolkit (PTK) to design a sophisticated churn model to identify customers likely to drop-off. Using Domo and PTK to dive into two-years-worth of Mud Pie’s data, Whereoware analyzed individual customer buying patterns and identified “at-risk” customers, who’d fallen out of rhythm with their established buying patterns. By coupling the solution with automated email marketing, the at-risk customer was intercepted, and landed in a highly-personalized email nurture journey.

In this session, attendees will learn e-commerce analytics basics to develop a successful churn model to identify and intercept at-risk customers, how to tie in email to re-engage these customers, and be introduced to other business intelligence-driven campaigns.

Dan Caro
Senior Director of Marketing Operations, Whereoware

Velichka Lammie
Email Marketing Specialist, Ferguson Enterprises

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

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

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 Nutrex Hawaii 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

Bringing B2C fun to a B2B World
Track: Tales from the Trenches

Think managing email marketing in a B2B world has to be dry & dull? Think again! Learn how B2B can have just as much fun – if not more – as B2C senders with strategies and ideas that help move the needle and drive more sales. With first-hand examples and cited studies/data, the goal of this workshop is to give B2B marketers some new ideas and perspectives that will allow them to boost engagement and KPIs in their email programs.

David Carpio
Email Strategist, National Pen Company

3:15 PM – 4:00 PM | Refreshment Break in the Experience Hall
4:00 PM – 5:00 PM | EEC2018 Featured Keynote
5:00 PM – 5:45 PM | Reception in the Experience Hall
6:00 PM – 9:00 PM | EEC18 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 | EEC 2018 Featured Keynote
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

Amanda Bacher
Senior Director, Global Sales Enablement, Return Path

Tim Moore
Vice President, Customer Solutions, 250ok

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 Dylan’s Candy Bar: A Case Study & Road Forward
Track: Tales from the Trenches

While retail is struggling today, Dylan’s Candy Bar is transforming their business by leveraging transaction & CRM data to acquire new, highly profitable customers and maximizing their lifetime value. How are they succeeding where others are not? By combining the power of cloud computing and machine learning, Dylan’s is acquiring and growing customers at scale that spend more, more often, and with less discounts. Endai’s CEO, Mike Ferranti & the Ecommerce Director of Dylan’s Candy Bar, Kevin Cohen will tell Dylan’s story of how they automated customer intelligence, achieved scale, and maximized customer value by elevating the performance of email marketing with true thought leadership in data-driven email marketing tools and strategies.

Michael Ferranti
CEO & Founder, Endai Corporation, 1999 | BuyerGenomics Software, 2013

Kevin Cohen
Ecommerce Director, Dylan’s Candy Bar

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

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

Data surrounds us. Marketers have a lot of data available to them to help guide their brand’s strategy, targeting, segmentation and so on. Data enhances email programs. Marketers need to determine how they can use data to drive their email makeover. – There are multiple components including the hard coding use of data, how to approach creative with a different look, etc. Marketers need to leverage data both creatively and strategically. This session will include a client co-presenter from a leading retailer like Sephora.

Kara Trivunovic
Vice President & General Manager, Digital Solutions, Epsilon

Marissa Contreras
Director of Retention Marketing, Sephora

The New Age of CRM – Leveraging Data & Automation to Drive Personalized Consumer Engagement
Track: Segment of One

A journey that will take us through the business transition of classic B2B CRM to how concepts are being used in a B2C environment, focusing on acquistion, engagment, moments marketing and conversion optimizatoin on scale.

• Redefining Business-to-Consumer Relationship in Entertainment Industry
• Using data to improve engagement and optimize conversion funnel
• Ways to implement Personalization => Automation => Scale
• Tangible Case Studies – Onboarding, Brand Storytelling, Consumer Journey
• Actions & Takeaways

Itay Rahat
Sr. Director, CRM & Fan Engagement Platforms, Warner Music Group

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