MediaPost - Email Insider Summit

9:00 AM

9:00 AM ET

Opening Remarks

MC: Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm

9:15 AM

9:15 AM ET

Keynote: Lifecycle Emailing: Charting The Post-Conversion Opportunities

Flexing email’s influence beyond immediate concert ticket sales, LiveNation is exploring how messaging can increase incremental purchases in its many owned venues. By targeting everything from seat locations to ticket spend, they can literally map nearby opportunities during the experience. As EVP of Marketing Matt Annerino explains, this requires new levels of personalization and triggering as well as revising email benchmarks to reflect broader, post-conversion influence.

Keynote: Matt Annerino, VP, Growth, CRM & Media, Fender Musical Instruments Corporation @mattannerino

9:45 AM

9:45 AM ET

Email As A Strategy, Not A Tactic

As channels proliferate, and the clutter mounts, the Internet's original killer app, email has emerged as more central to marketing strategy than ever before. We start the winter Email Insider Summit with brand marketers sharing how the role of email is changing within their organizations. Email addresses have become all the more critical as a persistent cross-channel identifier, as the lynchpin to CRM, as the key to custom audience building and retargeting in display, as centers of behavioral data gathering, and as kings of marketing ROI. How are email marketers succeeding in making this channel more central to strategy - as the engine that drives rather than defers to the newer, brighter, shinier objects?

Moderator: Kay Kerman, Manager Email and CRM Strategy, Children's Medical Center @KayKerman
PanelistS: Lisa Hilzendager, Digital Marketing Specialist – Email, Swanson Health; Ivy Inniger, Director CRM/Loyalty North America, Lenscrafters; Martina Lipp, Director, CRM, Dollar Shave club; John McMahon, Group Marketing Manager, Intuit; Madison Norton, Manager, CRM/Email, BuildDirect @maddynorton

10:30 AM

10:30 AM ET

Keynote: Putting Email At The Center Of A Cross-Channel Conversation

As Marriott’s guests move through various consumer lifecycles, interacting every day with its hotels, brands and people the company is learning to react in real time to what they want – not what marketing wants to push to them. But with so many touchpoints now available – email, social, push, apps, etc. – this requires careful coordination across external channels and internal silos. Marc Sheinkin explores the unified customer communication platform Marriott has built and the organizational changes needed to power it.

Keynote: Marc Sheinkin, Director, Member Marketing, Marriott @sheinkin

11:00 AM

11:00 AM ET

Q&A: Slicing Pizza Content Many Ways In A Cross-Channel World

From email to app to push, Dominos enjoys an embarrassment of messaging riches. But how does one communicate with (not pester) customers best across these parallel channels. How do we measure impact across and among these person to person touchpoints and fit email within an expanded universe of one to one contact?

Interviewee: Nicole Pavlovich, Director - Loyalty & CRM, Domino's
Interviewer: Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm

11:15 AM

11:15 AM ET

Content, Cadence, Continuity in A Cross-Channel World

As brands have access to customers and prospects 24/7 at multiple touchpoints, coordinating communications becomes all the more critical. As marketers built that coveted "single-user view" how do they also calculate frequency of contact, consistency of communications and the flow of messaging generally? If you can talk to your customer anytime, anywhere, what role does the email play in the overall conversation?

Moderator: Bart Thornburg, Director of Email Marketing, Total Wine & More @BartThornburg
PanelistS: Ellen Ablow, Director CRM and Marketing Operations, Survey Monkey; Jessica Andreasen, Director of Digital & Consumer Marketing, Blendtec @jessandreasen; Sharon Foster, Director, CRM, Consumer Interactive, TransUnion; Nicole Pavlovich, Director - Loyalty & CRM, Domino's

12:00 PM

12:00 PM ET

Roundtables

What Is An Email Strategy Now? - Kay Kerman, Manager Email and CRM Strategy, Children's Medical Center
Managing Message Frequency - Chris Marriott, President, Marketing Democracy
Email and Content Strategy - Bart Thornburg, Associate Director, Lifecycle Marketing, WeddingWire
Email As A Loyalty Driver - Helen Park, CRM/Email Marketing Manager, Chegg

1:00 PM

1:00 PM ET

Lunch

1:10 PM

1:10 PM ET

Sponsor Luncheon Presentation

Magnetic + Experian 2nd Annual Ski Competition

2:00 PM

2:00 PM ET

Afternoon Activities

Magnetic + Experian 2nd Annual Ski Competition! Sign up here!
Skiing at the Deer Valley Resort
Snowmobiling at the Garff Ranch
Snowshoe Tour at the Deer Valley Resort
Yoga in the Wellness Studio

2:00 PM

2:00 PM ET

2:00 PM

2:00 PM ET

Skiing at the Deer Valley Resort

2:00 PM

2:00 PM ET

Snowmobiling at Garff Ranch

2:00 PM

2:00 PM ET

Snowshoe Tour at the Deer Valley Resort

2:00 PM

2:00 PM ET

Yoga in the Wellness Studio

4:00 PM

4:00 PM ET

Apres Ski PartyTroll Lounge

5:30 PM

5:30 PM ET

One on One MeetingsStein Ballroom

6:30 PM

6:30 PM ET

Cocktail PartyOlympic Ballroom Foyer

7:30 PM

7:30 PM ET

Fireside Dinner at Empire Canyon Lodge, Deer Valley ResortEmpire Canyon Lodge

9:30 PM

9:30 PM ET

After-PartyFlagstaff Room

Tuesday, 12/06

7:30 AM

7:30 AM ET

Registration Opens

Day 2: Acquisition, Attribution, Data Day 2 of EIS gets tactical. We drill into the ways an always-there, multichannel media environment impacts some of the chief concerns of email marketing. What are the new opportunities for email acquisition in this environment? How does cross-channel consumption complicate giving email full credit in the marketing mix? Likewise, we ask how marketers are managing their masses of data now growing profile database from so many sources.

8:00 AM

8:00 AM ET

Breakfast

8:15 AM

8:15 AM ET

Sponsor Breakfast Presentation

9:00 AM

9:00 AM ET

Keynote: But Wait, There’s More! Zillow Beyond the Home Shopping Experience

Zillow has one of the most sophisticated messaging platforms for interacting daily and in real-time with in-market home shopper. Explore how the company leverages data, email and careful storytelling to stay relevant to their users, through all things home.

Keynote: Tara Clark, Vice President of Product Marketing, Collabra Technology

9:30 AM

9:30 AM ET

The Acquisition Equation

Despite increased emphasis on loyalty, CRM and leveraging email as a universal identifier, growing the database remains critical to email strategy and the centrality of this channel within the marketing organization. As available channels multiply across programmatic, non-traditional search, social and mobile, email marketers are adopting new tools and techniques for casting a wider net. We ask marketers who are excelling at acquisition to share how they ar emarshalling these new channels to grow the base.

Moderator: Stephen Driscoll, VP, Digital Member Experience, AARP
PanelistS: George DiGuido, VP, Growth, The Information @gwdbis3; Emily Geist, Sr. Director – Email CRM, Rodale Inc.; Michael Reese, US Loyalty, CRM & Stored Value Marketing, Western Union

10:15 AM

10:15 AM ET

Discussion: Email, Cross-Channel And The New Attribution Puzzle

With so many touchpoints reaching, reminding and converting consumers on and off-line, tracking the true role of an email message in that process has become a multi-channel morass. Email often leads to conversions in other channels that marketers can neither track nor link back to the original message. Every message, opened or not, is a brand impression. Every subject line is a call to action, whether converted here or elsewhere. How are marketers building better models for attributing email within a purchase path that now includes display, mobile apps, push messaging, and more?

Moderator: Ross Fadner, Director, Event Programming, MediaPost
PanelistS: Amir Khadim, Senior E-Marketer, Qatar Airways @hkaamir; Jennifer Tattenbaum, Interactive Services Director, The Shubert Organization @tattenbaumj

10:45 AM

10:45 AM ET

Data Discipline: Success Stories In Balancing Segmentation, Scale and Cost

Just because torrents of data let you target nano-niches of audience doesn't mean you could or can. Balancing audience segments against practical message versioning, relevance, cost and scale are still the dark art of email marketing. But a new class of automation and dynamic content tools are rearrangfing the calculus. We ask marketers to share their best practices for balancing targeting with scale, practicality and cost. What are the points of diminishing returns in personalization and segmentation? And what opportunities might you be missing?

Moderator: Jess Nelson, Reporter, Email Marketing Daily, MediaPost
PanelistS: Kristin Bond, Senior Email Marketing Manager, Girl Scouts of the USA @emailsnarketing; James Brohamer, Omnichannel Marketing Director, Purple @JMBrohamer; Itay Rahat, AVP, Product, Marketing Technology, Warner Music Group @itayrahat; Shilpi Talwar, Marketing Director, Derive Systems

11:30 AM

11:30 AM ET

Presentation: Fast Break: The Pistons Bring Real-Time To Email

The Detroit Pistons reimagined their messaging programs to fans to bring dynamic, real-time content into email delivery before, during and after games. Suddenly fan in-boxes became live platforms for delivering current game stats, key traffic data around the arena, live ticket availability and member rewards stats. Emarketing Director Jason Scott explores turning in-boxes into real-time publishing channels with direct ROI benefits.

Presenter: Jason Scott, Director, eMarketing, Detroit Pistons

12:00 PM

12:00 PM ET

Roundtables

Supercharging Your Acquisition Tactics - Stephen Driscoll, VP, Digital Member Experience, AARP
Converting Openers to Loyalists - George DiGuido, Head of Email Strategy, About.com
Is Hypersegmentation Sustainable? - Itay Rahat, Director, Product Solutions, Digital & CRM, Warner Music Group
The New World of Email Attribution - Marc Compton, Outbound Acquisition Manager, Enterprise Solutions, Adobe Systems

1:00 PM

1:00 PM ET

Lunch

1:10 PM

1:10 PM ET

Sponsor Luncheon Presentation

Magnetic + Experian 2nd Annual Ski Competition

2:00 PM

2:00 PM ET

Afternoon Activities

Magnetic + Experian 2nd Annual Ski Competition! Sign up here!
Skiing at the Deer Valley Resort
Tubing at Gorgoza Park
Snowboarding at Park City Mountain Resort

2:00 PM

2:00 PM ET

2:00 PM

2:00 PM ET

Skiing at the Deer Valley Resort

2:00 PM

2:00 PM ET

Snowboarding at Park City Mountain Resort

2:00 PM

2:00 PM ET

Tubing at Gorgoza Park

4:00 PM

4:00 PM ET

Apres Ski Party Troll Lounge

6:30 PM

6:30 PM ET

Cocktail PartyElk Room at Silver Lake Lodge

7:30 PM

7:30 PM ET

Dinner at Silver Lake Lodge Bald Room at Silver Lake Lodge

9:30 PM

9:30 PM ET

After-PartyElk Room at Silver Lake Lodge

Join Magnetic + Experian after dinner on Tuesday night as we check out this year’s ski competition highlight video and announce our big winners!

Wednesday, 12/07

7:30 AM

7:30 AM ET

Registration Opens

Day 3: Next-Gen Messaging We round out the Email Insider Summit by leaning forward into the newt tools and techniques challenging marketers. What are the limits of automation for segmenting and even speaking to audiences, we ask. Are artificial intellignece and machine learning tools, cloud integrations, solving for the problems marketers really have? And how do they go about mapping tools to future needs? Meanwhile mobile messaging apps have greatly expanded the field of one to one messaging from brands. How does email expertise fit in?

8:00 AM

8:00 AM ET

Breakfast Stein Ballroom

8:15 AM

8:15 AM ET

Sponsor Breakfast Presentation

8:45 AM

8:45 AM ET

Keynote: Building A Better Mousetrap, While Avoiding Getting Trapped

We all share similar visions and struggles when creating our own Utopia. With email at the center, today's rapidly changing technology landscape strives for a cross-functional environment to succeed through connecting disparate tools, navigating department politics, and overall breaking down the barriers to building your brand's own tech stack. Critical decision making, securing funding and resources, providing data security and governance, and overall building with the future in mind can only complicate the long and winding road from ideation to reality.

Keynote: Joyce Szudzik, VP, Digital Marketing and Social, AEG Worldwide

9:15 AM

9:15 AM ET

Trigger Happy: Vetting Emerging Toolsets And The Limits of Automation

Automation is key to personalization, hypersegmentation, and especially to responding to and anticipating consumer behaviors. Vendors are rushing in with new technologies involving AI, machine learning, predictive analytics and more. How are email professionals evaluating their own needs, the potential and limits of these technologies and what are the limits of automation for their brands?

Moderator: Chris Marriott, President & Founder, Email Connect @csmarriott
PanelistS: Nick Allen, Head of Engagement, Lyft; Shipley Munson, Chief Marketing Officer, FamilySearch International Munson; Alex Pa, Director of Email and Loyalty Marketing, Skyzone Franchise Group; Kate Schaefer, Senior Retention Marketing Manager, HP

10:00 AM

10:00 AM ET

Summit Roundup, Reflections, Next Steps

We close our three day journey assessing the key takeaways, dominant themes and challenges, and marching orders for email marketers moving forward.