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Wednesday, April 23
Thursday, April 24
Day 1 of Conference
This panel will address how brands are acquiring new subscribers and running lead generation programs to increase their audience. Panelists will share strategies for acquiring new email subscribers and how to nurture email relationships in the customer lifecycle beyond just capturing an email address.
Companies that manage email mailings and lists for multiple brands have a challenge: to support the needs of individual business units, and at the same time, keep the overall goals of the organization in view. Strategy with a big S is required for success across the enterprise, but often self-serving little s needs win out. This panel will address how brands are putting organization standards in place, while giving freedom to each department to hit their personal goals.
Testing is critical to optimizing email design, delivery and effectiveness. Brands can learn more from testing than from anything else. In this panel, marketers will share what they have learned in their own experiments and give tips on how testing can help improve email programs.
- Amy Bartle, Director, Media & Digital Marketing, La Quinta Inns & Suites
Golf at Hammock Course sponsored by Microsoft
Relax at the Pool or Beach
Friday, April 25
Day 2 of Conference
In her keynote talk, Erin Levzow, Director of Digital, CRM and Social Media at Wingstop Restaurants, will reveal why one-to-one marketing is the key to the future of email. She will explore why we have to stop talking about segment marketing and realize that each individual person is different. Instead of focusing on siloed channels, marketers should be thinking about what makes customers tick and how we can speak to them individually with marketing automation tools. Personalization doesn't require an army behind the wheel, but it does require and 360 degree view of the customer, as well as a little tech savvy.
- Erin Levzow, Director of Digital, CRM and Social Media, Wingstop Restaurants
Customers interact with brands across channels and devices, and they expect to have a consistent experience no matter how they choose to engage. As the login identifier, email is often at the center of a cross channel marketing experience and has the potential to help marketers create a cohesive experience. This panel will look at how email is the glue that keeps the brand messaging on point no matter how customers choose to interact.
Attribution plays a huge role in how marketing dollars are allocated. Relying on last click interactions does not always give brands the full picture of which marketing efforts led to a transaction. Many attribution models don’t give email marketing the credit that it deserves. This panel will address how brands can improve their attribution models to make sure that budgets are being determined correctly.
In recent months some of the biggest marketers have been hit with major data breaches, exposing their customers and putting themselves at risk. In this panel security experts will discuss how brands can protect themselves organizationally, and explore actions that can help ensure data safety.
Snorkeling at John Pennekamp Coral Reef
Eco Kayaking Tour
Deep Sea Fishing
Saturday, April 26
Day 3 of Conference
Dynamic Content to Your Email Program. Dynamic, content can allow marketers to create highly personalized and tailored messaging down to the individual customer. This panel will discuss best practices in dynamic content and the process necessary to implement a dynamic email program.
Crafting an email requires a lot of attention to detail to ensure success and quality control. This panel will explore those many steps, exploring everything from working with copywriters and designers to choosing images and subject lines and A/B testing. This panel will share insights and tips for every step along the way.
ISPs are always making changes that affect the way that consumers view and interact with emails. From cached images to promotions tabs to quick actions, new features in consumer inboxes influence how consumers are engaging with emails. This panel will examine the major changes at the ISPs and panelists will share strategies on how to deal with these changes.