Scotts Miracle-Grow's longstanding success with email marketing is rooted in the delivery of relevant content based on things like location, type of lawn, weather and seasonal trends to advise subscribers in the often confusing world of lawn care and gardening. With brands like Turf Builder, Miracle-Gro and Ortho, Scotts has established itself as a trusted source of gardening and lawn care tips. Today’s consumers are demanding ever more from the brand—more tips, more information ... and through more channels.

As Scotts continues to test and roll out new marketing programs, they must continually assess where to push the limits and where to play it safe. Hear from Kip Edwardson as he discusses how integrated marketing channels, and the psychological implications behind Opt-in, Like, Follow and Install must be considered along with the “value equation” in determining where to place your bets.

Ever since the COO of Facebook talked about the (supposed) death of email, we as an industry have been defending it vigorously in speeches, articles and conferences. What we do know is that email is not dead and is still an effective medium and a very profitable one. This panel will focus on industry leaders from both sides of the fence talking about its success, defense and future. Can we finally put to bed the allegation that email is dead? How can we move on from this unproductive discussion?

Integration is the name of the game when it comes to email marketing today. To be sure, the attention of consumers is more divided than ever, and smart marketers are learning that the best way to reach their customers is by combining email with other messaging platforms. Join us as marketers responsible for overseeing messaging across multiple channels share how they go about developing messages that resonate across platforms and outlets ... how they evaluate success ... and the role they see email playing in the mix.

In today's online world, we are aware of the vast information overload end users like ourselves go through daily with email and other electronic channels like social media and the web. However, have you ever given thought to how much information you as a marketer have on users and whether you are using it to its full potential? This panel will focus on examples of how to use behaviors and cross channel information to better target your users with relevant information.

Cross-Channel Marketing Strategies - Facilitator: Kip Edwardson, Digital Marketing Lead, Global Consumer, Scotts Company

Email List Growth - Facilitator: Jordan Cohen, VP, Business Development, Pontiflex

Managing Customer Data - Facilitator: Phil Davis, General Manager, Rapleaf

Permission & Privacy - Facilitator: Vejay Lalla, Partner, Entertainment, Advertising, and Promotions Group, David & Gilbert, LLC

Designing Email for the Mobile Environment - Facilitator: Andrew Kordek, Co-Founder and Chief Strategist, Trendline Interactive

Catamaran Charter
Golf - Captiva Course
Wave Runner
Kayaking

Meet at the King's Crown Lawn at 6:30 for cocktails, followed by our cruise on the Lady Chadwick. All aboard at 7:15.

Reports of email's demise have been greatly exaggerated, but understanding its shifting role in today's digital communication environment is critical to effectively sharing information with audiences. Kristen Purcell of the Pew Research Center's Internet & American Life Project presents the latest data on the use of email and other forms of digital communication to paint a deeper picture of American adults' and teens' favored communication channels, their feelings about online privacy, and the ways they gather, share and use consumer information in their everyday lives. Where is digital communication heading in the age of mobile, geolocation, social networks, and targeted advertising? This is not your grandmother's email....so what is it?

We now live in a pay-for-play world. Social seems to be "free." Email is "cost-efficient." Paid media can be expensive, but effective. You, the marketer, must know what channels bring you revenue, engagement and ROI. This panel will discuss assessing email relevancy and measurement in a multi-channel mix. Topics will include discussions around scoring, weighting, analytics and tracking used to determine how to attribute sales to different types of email.

One of the hottest and most contested topics for 2011 and now into 2012 has been the debate on eAppending information. Not only demographic information, but email addresses as a way to build an email database. In a recent industry study 75% of consumers disagreed with companies adding email address based on a purchase. This panel will present proponents and opponents of the eAppending debate discussing what marketers can do to communicate the right message to their executive team when asked.

"Test, test, test" is the rallying cry of the email industry. Even so, many companies find themselves executing the same familiar tests that lack the significant breakthroughs necessary. Learn how companies are seeking innovative approaches that yield truly meaningful results.

Role of Email in Today's Digital Environment - Facilitator: Kristen Purcell, Associate Director, Pew Internet

Attribution and Email - Facilitator: Bob Frady, Senior Director, Global Outbound Marketing, Expedia

Competitive Advantage Through Customer Insight - Facilitator: Eric Kirby, CEO, Connection Engine

Deliverability: Getting to the Inbox - Facilitator: Spencer Kollas, Director of Deliverability Services, Strongmail

Testing & Optimization - Facilitator: George DiGuido, VP, Email Marketing, Zeta Interactive

Golf - Sanctuary Course
Tarpon Fishing Charter
Remote Island Hop and Dolphin Cruise
Parasailing

Sand Dollar Plaza - located at the South end of the island

Via shuttle departing from Sand Dollar Plaza at 7:30PM

Have you ever left a conference with great ideas and couldn’t determine how to implement the ideas within your organization? Wonder how you’d get organizational support and what your first steps are to getting started?
 
Delivering on innovative goals within an organization requires a strategic approach to ensure successful generation, adoption and implementation of ideas. Yet, this can be complex since some of the best ideas come from middle management whilst investment decisions are led by senior leadership. Naomi Mulgrave, Global Marketing Development Director at American Express, has successfully driven innovation by leading through collaboration and influence, without direct authority. Her story will encourage you to do the same as she shares the strategies and tactics she has used to get impactful ideas implemented. 

How can email manifest itself through other channels such as mobile applications? Which do you look at first when the iconic numbers badge on your email application and your other mobile applications are all vying for your attention. Do you tend to communicate more through those other mobile apps because of the speed of communication? What do we call this? App Mail? Email 2.0? Come listen to the experts who focus on using mobile devices to facilitate communication to the end users outside of the traditional email channel and technology.

Marketers are asking how they integrate Social with other channels, including email, and finding cohesive (or struggling with disparate) analytics to define engagement and prove ROI. This panel will discuss KPIs in Social, how metrics should be studied, defining engagement and what is truly critical in this ever-shifting channel.

Some of the most insightful conversations happen during the roundtables and social events that are part of the Email Insider Summit. We will wrap up our time together hearing from the people that helped make this EIS happen. What did they hear and see? This panel will explore top take-aways and parting challenges for the year ahead in email marketing.

Getting Good Ideas Implemented - Facilitator: Naomi Mulgrave, Global Director Product Development, American Express

Email and Social Media - Facilitator: Michele Doyle, Director of Business Development & Channels, Shoutlet

Email and Mobile - Facilitator: Dennis Dayman, Chief Privacy Officer, Eloqua