Sunday, 04/22
Monday, 04/23
Customer-first is the new buzzword of marketing but what does it mean and how do email/CRM teams execute the goal and become an integral part of the overall marketing effort. We open EIS exploring how putting the consumer at the center of marketing impacts traditional email efforts. What does a "Customer-First" email strategy look like anyway? And how do you fail fast but fail smart?
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
- Keynote
- Shelagh Stoneham, SVP, Marketing, Chico's FAS, Inc.
Putting the customer at the center of marketing is an easy enough cliche. But putting it into practice in email means getting your teams and your platform partners beyond content, campaign, channel-driven approaches that have characterized email in the past. We ask marketers to explore how they are lurching towards a true cross-channel approach to messaging that responds to customer rather than infrastructure.
- Moderator
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
- PanelistS
- Brent Christensen, Director Of Database Marketing, Overstock.com
- Manali Gupta, Director of Performance Marketing [CRM], Visa Inc.
- Charlotte Pink, CRM Executive, Virgin Holidays
Fail fast, but fail well. Our most popular EIS session returns in a second edition. A brave panel of marketers share the best lessons they have learned from their biggest messaging train wrecks. Where did they learn most from failure? How do you explain these oopsies internally? How did they implement the lessons learned.
- Moderator
- George DiGuido, VP, Growth, The Information @gwdbis3
- PanelistS
- Cody Duke, Manager, Mortgage Product Marketing, LegacyTexas
- Dustin Porter, Director, Lifecycle and CRM Marketing, SoFi
- Jimmy Wojtila, Manager, Digital Marketing, Abercrombie & Kent USA
From acquisition to post-purchase service, putting the customer first requires different approaches at every stage of the relationship within the same organization. We sit down with the Best Buy team representing both ends of that spectrum.
- IntervieweeS
- Cari Brennan, Marketing Manager, CRM Services, Best Buy
- Aline Condon, Marketing Manager, Best Buy
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
Is AI/ML Right for Your Email Program? - Michael Sciano, Product Marketing Manager, Adobe
Sharing Successful Failures - George DiGuido, Executive Director, Email, MXM
New Age of CRM - Itay Rahat, Senior Director, Fan Engagement and Consumer Marketing, Warner Music Group
Tuesday, 04/24
Technology is driving the next generation of email personalization, which which tech applied where matters most in customer-first marketing. Today at EIS we explore a range of personalization styles and the infrastructures required to make them possible. And how can email teams optimize their own operations to test, learn and execute these emerging tactics? But what about customer privacy? How will the EU's GDPR regulations impact U.S. and international marketers.
- Presenter
- Jason Scott, Director, eMarketing, Detroit Pistons
- Presenter
- Adrian Evans, Growth Marketing Manager, The Farmer's Dog
How do we reach customers when they most want to hear from us? How do we deliver engaging content personalized to individual interests at that moment in time? Find out how WeddingWire leverages behavioral data to personalize timing and content for a variety of micro-moments. Plus, learn about strategies for identifying opportunities that have enough scale to deliver significant value.
- Presenter
- Heather Grimstead, Director of Lifecycle Marketing, Caribou
- Keynote
- Katy Fitzpatrick, Program Manager, Large Partnership Marketing, Liberty Mutual Insurance
How do we get it done? Where do we find the time? How do we staff and organize to achieve our goals? How are we doing more with less? Sometimes the real challenge is not in new and good ideas but sheer operational obstacles. Marketers share their secrets for optimizing their own teams, creating projects so that they get done and putting processes in place that test and learn regularly.
- Moderator
- Morgan Stewart, Event Programming Advisor, MediaPost
- PanelistS
- Grace Cocco, Product Manager, Everything But the House
- Anitra Fenderson, Snr. Manager, Digital Messaging Design, Development, and Innovation, Capital One
- Marlies Roberts, Senior Vice President, Marketing Operations & System, Grand Circle Travel | Overseas Adventure Travel @marliesroberts
- Presenter
- Gary Kibel, Partner, Davis+Gilbert LLP
Personalization 2.0- Heather Grimstead, Director of Global Email Marketing, WeddingWire
Operational Efficiency - Morgan Stewart, Co-founder and CEO, Trendline Interactive
New Adventures in Deliverability - Kara Trivunovic, SVP Digital Solutions, Epsilon
Wednesday, 04/25
We end EIS looking beyond simple performance metrics and focus on different aspects of customer experience. How are marketers telling stories via email that optimize for relationships rather than sales? And what are the keys to the better customer experience in the in-box?
- Interviewee
- Bart Thornburg, Director of Email Marketing, Total Wine & More @BartThornburg
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
- Presenter
- Brett Swensen, Email and Automation Manager, Purple @BrettSwensen
News, tips, guides, trivia -- not all email needs to convert to a sale or even a click. Sometimes you want to convert a casual reader into a brand loyalist. But how does a broader email content strategy measure up? What successful stories are brands telling. But more to the point how are they determining ROI, the amount of inventory to devote to non-promotional content, and measuring their overall impact and value?
- Moderator
- Steve Choi, Digital Marketing Lead, Standard & Poors
- PanelistS
- Kait Creamer, Conversion Marketing Manager, MakeMusic
- Brett Swensen, Email and Automation Manager, Purple @BrettSwensen
- Tasmai Uppin, Email Lead/ Content Strategist, BarkShop/BarkBox
- David Zamorski, Vice President, Digital Strategy Manager, BB&T Corp.
- PanelistS
- Phil Herbert, Email Marketing Manager, HP @phil_herbert
- Ana Warner, Director, Customer Retention, Belk @anawarner
Optimizing Email for Experience - Ana Warner, Senior Manager, CRM & Email Marketing, SeaWorld Parks & Entertainment
