Location: Library off the St Regis Lobby

Threadless has been a fundamentally social brand since its founding 11 years ago. Word of mouth between t-shirt designers, their friends and tee wearers drove the early growth of the company. Until 2009, email was the only traditional "marketing" the company ran. Since then with the transformation of the web into a social platform, Threadless has integrated its marketing channels to meet its community and customers wherever they want to engage: from the inbox to Instagram. Cam will discuss insights from this "built for social" company.

Nearly half of most email subscriber files are inactive – where users have not engaged with an email for an extended period of time.  What should you do about it?  Keep mailing, remove, attempt to reactivate?   What is the risk on overall deliverability for your email program?  How can you evaluate who to keep?   What if you have a long average purchase cycle?  Hear from our panel of experts on a critical topic that is a key driver of every email program.

Marketers use a number of different methods to acquire email addresses. Naturally, some are more valuable than others. Bradford Johnson will share insights from efforts of Overstock.com to determine the value of an email address and increase the rate at which they capture addresses at their site.

As consumers increasingly make use of multiple online channels, the race between platforms is on to manage preferences and own the ongoing dialog with the consumer. Email platforms are broadening into social media, display advertising and mobile messaging. Platforms of all types are adding email modules. How are organizations going about determining where the final decisions for message sending should lie? And how do you determine which channel is the right one?

Dell recently implemented a customer behavior scoring tool that allows them to delier relevant, dynamic, real-time content to customers through email and other channels. Adrian will share how they made the case to senior management, went to market, and continue to optimize in an effort to engage in dialogue with their customers.

Reviving Inactive Subscribers - Table Lead: Heather Blank, Vice President, Strategic Services, Responsys
Managing Cross-Channel Preferences - Table Lead: David Baker, Vice President, Product/Solutions Multichannel Marketing Services, Acxiom Corporation
Driving Relevance through Segmentation - Table Lead: Chris Marriott, VP, Agency Services, Strongmail Systems
Managing Deliverability & Privacy - Table Lead: Barry Abel, Vice President, Message Systems
Email as Part of a Social Platform - Table Lead: Cam Balzer, CMO, Threadless

Snowmobiling at Garff Ranch (via shuttle from base of Funicular)
Skiing at Deer Valley Resort

(via shuttle from base of Funicular)

Too many of us spend far too much time plotting, planning and preparing text for the next e-mail campaign. We strategize A:B tests of different value propositions, design various offers and promotions and pour over every word of the copy. It's time to step back and take another look at the big picture. What is the end game? What is the overall goal? What is the point of doing the campaign? Ken is a master of brand strategy and communication design who will share his insights on how email can be used as a catalyst for highly engaging digital experiences.

Should your email have a mobile version? Be mobile-friendly? Mobile first? The modern day email designer must be part creative, part digital strategist, and part hacker ... able to quickly navigate the introduction of new devices and coding standards in the effort to make emails render correctly.

High ROI and predictable results have drawn some to believe that email’s heyday has passed. These companies don’t agree. In this fast paced showcase, innovative new email related products will be presented to Summit attendees and we’ll discuss the implications of these tools on our marketing efforts and on innovation in the email space in general.

Relevance is promised to be the solution for cutting through inbox clutter. New technologies allow us to track individual behavior and leverage social data to deliver messages that are tailored to unprecedented levels. Will privacy concerns limit these capabilities? Or have we found the key that unlocks the promise of 1-to-1 marketing?

Driving User Experience Through Email - Table Lead: Ken Greer, CMO, Augeo Marketing
Designing Email for Mobile Devices - Table Lead: Anna Yeaman, StyleCampaign
Innovations in Email Marketing - Table Lead: Stephanie Miller, Vice President, Aprimo-Teradata
Email & Social Media - Table Lead: Martin Lieberman, Managing Editor, Constant Contact
Driving Relevance with Behavioral Data - Table Lead: Loren MacDonald, Vice President, Silverpop

Tubing at Gargoza Park (via shuttle from base of Funicular)
Skiing at Deer Valley Resort
Snowshoeing at All Seasons Adventures, Park City (via shuttle from base of Funicular)

Location: St Regis bar, 2nd Floor

Mocial Acquisition: Growing Your Email Database Through Mobile, Social and Local Initiatives

Measuring cut & paste behavior offers a unique insight into email as a hidden social network. Derek Ball will share statistics and usage patterns revealed through Tynt's research that address some common myths (e.g., young people don't and won't use email - busted!) and reveal what copy & paste activity on the web suggests about the future of email marketing.

Most insiders acknowledge that the relationship between email and social is strong and positive. So, why aren't more of the brands and publishers we steward taking better advantage of the synergies? Where should email and social be positioned in a marketer’s strategic toolkit, and how can learnings from one channel be applied to drive success across others? This panel represents both short and long purchase cycles and can share examples of how they were able to leverage social media to enhance and evolve their contact strategies.

In a channel where ROI is king, branding often takes a back seat to the near-term opens and clicks. The challenge for email marketers is to balance the need for immediate response with delivering a brand experience that drives long-term loyalty. As customers invite our brands into their inboxes, how can we ensure we are giving them the best brand experience possible? And, more importantly, how can we measure it?

Over the past few years, emailers have simply stood-by and watched as online behavioral advertising has exploded and ad-tech startups have created a burgeoning new industry. These efforts are now creeping into the email world by placing third party pixels in email campaigns, and every marketer and service provider needs to know the key tactics and pitfalls in offering such integrated services. This session will provide an overview of how email/display advertising integration works, some case study examples with ROI metrics, and will discuss how to ensure that consumer privacy and self-regulatory policies are maintained throughout the process.

The Implications of Cut & Paste Activity for Email - Table Lead: Derek Ball, CBO, Tynt
Email and Display Advertising - Table Lead: Dave Hendricks, COO, LiveIntent
Branding in Email - Table Lead: Matt Caldwell, Senior Director, Creative Services, Yesmail Interactive