Pre-Conference Workshops

| April 4, 2018

9:00 AM – 5:00 PM | Registration Open
9:00 AM – 12:00 PM | Workshops

Get Your Helmets: A Crash Course on Email 101

“You’ll just run the email program now, ok?” If you’ve recently found yourself on the receiving end of that statement, then this workshop is for you. This interactive workshop breaks email down into three stages: setup, build, and enhance. First, we’ll get you started with authentication and getting your list ready for sending, including list management best practices and tips for keeping both your subscribers and ESPs happy. Part two of the workshop is all about the emails themselves, with tips on coding and design from some of the best in the business. Finally, we’ll wrap up this interactive workshop with customer journey building blocks to get your standard triggers and automations running effectively. With tons of real-world examples and plenty of time for questions, this workshop is a collaborative space for emailers to build their knowledge base from the ground up.

Laura Madden
Senior Email Marketing Strategist
DEG Digital

Tamara Mullin
Email Services Director

Jason Rodriguez
Product Manager

Blueprint for Success: Innovation, Inspiration and A Comprehensive Framework for Next-Level Email Programs

Sponsored by 


If you’re like most brands with an investment in email marketing, you didn’t develop your strategy through a formal, disciplined process. Rather, your email grew as both your company and the channel matured into what it is today, complete with all its gaps, shortcomings and oversights.

But what if you could strategically create an email marketing channel plan intentionally designed to succeed? What if – right from the start – you knew exactly the rules of the road and pitfalls to avoid – better than your competition? What if you could get hands-on practice and a process for crafting email marketing programs that truly nurture and value customer relationships instead of just winging it?

This workshop is designed to help you do just that! We’ll lay out a practical framework for developing an email marketing channel strategy designed to maximize return on investment. We’ll take the messiness and confusion out of email program development and present a step-by-step process you can follow on your own.

We start with a “”state of the channel”” highlighting all the recent changes and challenges you need to know about, then provide inspirational examples of personalization in action and explore how to prioritize opportunities for contextual messaging that delivers high engagement. Finally, we’ll reveal a blueprint-style framework for creating winning email programs that engage and convert.

You’ll interactively work in pairs or small teams to complete the program planning framework provided – for your audience and brand – then leave with a blueprint for your own email success! Along the way, you’ll learn the role and rationale behind message diversity, uncover both gaps and opportunities in your current channel use, and be inspired by the tech-empowered possibilities for dynamic, personalized, automated email. Throughout we’ll showcase real-life B2C and B2B email campaign examples from multiple verticals like travel, retail, software, entertainment and more, so no matter your industry there’s something for everyone.

Karen Talavera
Synchronicity Marketing

Jen Capstraw
President & Co-Founder
Women of Email

12:30 PM – 1:00 PM | Boxed Lunch
1:00 PM – 5:00 PM | Workshops

Email Around the World: From GDPR to CASL – A Global Compliance Bootcamp

Led by: Dennis Dayman, Return Path

Do you know the key global email and data protection regulations across the world? Join this Bootcamp to get up to speed. You’ll learn the key requirements from Europe to Canada to Asia, and how to navigate and comply with the multitude of international anti-spam and data protection laws and regulations.
Join Dennis and his co-presenters for insights and compliance tips on the following topics:

  • GDPR (EU General Data Protection Regulation).
  • ePrivacy Directive. • Privacy Shield.
  • APEC (Asia-Pacific Economic Cooperation).
  • CASL (Canada’s Anti-Spam Law).

For more information about complying with global email marketing laws and regulations, view the eec Global Compliance Marketing Guide:

Matthew Vernhout
Director, Privacy and Industry Relations

Rick Buck
Senior Vice President, Privacy
Zeta Global

Chris Brown
Vice President, Account Management

Julie Turner
Senior Email Deliverability Engineer

Dennis Dayman
Chief Privacy and Security Officer
Return Path

Lisa Brown Shosteck
Director & Accountability Managing Consultant
eec & DMA

Wayne Miller
Growth Marketing

Developing Personas, Journeys, FBAs and other Foundations for Your Email (and other) Marketing

Truly effective marketing — via email and other channels — requires a strong foundation. Things like personas, journeys, feature|benefit|advantage analysis, message maps, scientific method for testing, developing quantitative projects and more. In this session we’ll not only introduce each of these concepts, we’ll have interactive exercises for attendees to begin developing these foundations for their own organizations. Note: THIS IS NOT A BASIC CLASS! IT’S FOR EXPERIENCED MARKETERS WHO WANT TO TAKE THEIR MARKETING TO THE NEXT LEVEL WITH THESE FOUNDATIONS.

Jeanne Jennings
Founder and Chief Strategist
Email Optimization Shop