Tuesday, 04/20
3:00 PM
Opening Remarks - All Times EST
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
3:10 PM
Keynote Interview: Rite-Aid's Orchestration Channel
One of the largest drug store chains in the US puts email at the center of customer experience. Digital Director Joe Tertel explores how email helps him build his workflows and scenarios that extend out to the full customer journey, whether on site, on social, and even in display advertising. This is next generation messaging, where email is made central to a holistic view of the customer journey that touches all media. How did they build this?
- Interviewee
- Joe Tertel, Director, Digital Media, Rite-Aid
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
3:35 PM
Sponsor Spotlight
3:45 PM
Panel: Solving for Engagement
How are the masters of email keeping their subscriber base opening, reading, clicking? From welcome series to "From" lines, real-time content to template tweaks... and more, we ask our favorite brands to share their best practices for turning connections to conversations.
- Moderator
- Kristie Doak, Manager, Database Marketing, PGA TOUR
- PanelistS
- Caroline Bucciero, Senior Director, CRM Marketing, ChromaDex
- Chester Bullock, Director, Marketing Technology, The RentPath Network @coskier
- Sierra Howe, Senior Manager, CRM Strategy, Fandango
4:10 PM
Sponsor Spotlight
4:20 PM
Case Study: Think Global, Act Local: Managing the Multi-Market Workflow
How does a global organization standardize and expand its CRM practice while at the same time deepen nearly a dozen regions' ability to localize and hyper-personalize their approaches. That has been Conde Nast's international mission across the last few years, and their Global Head of CRM Communications shares lessons learned from building a CRM centre of excellence. What did they learn?
- Presenter
- Sabrina Daryanani, Global Head of CRM Communications, Condé Nast
4:40 PM
Roundtable
For 15 years the Insider Summit Round Tables have been where marketers bring their questions, challenges and insights for one another to share in casual, off-the-record conversation. This Virtual Insider Summit is no different. Webcams and Mics ON. Recording and reporting OFF. Discuss amongst yourselves!
4:40 PM
Roundtable: Another Great Idea I'll Never Do Again: Sharing Our Most Valuable Failures
An EIS favorite returns. Email marketers share the blunders from which they have learned their most valuable lessons.
- Featuring
- Madison Aki, Senior Manager, Web Optimization, Extra Space Storage
- Jodie Orcutt, Consumer Marketing Strategist, The Buffalo News
Wednesday, 04/21
3:00 PM
Welcome Back/ Email Marketer Survey Results - All Times EST
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
3:10 PM
Keynote: Putting Email At the Big Media Table
What if marketers and media buyers regarded email as a part of the media mix, as an owned media channel whose 100% share of voice and CPAs are compared with your social media and other paid/owned assets. That is how Cadbury/Mondelez reframed the email channel throughout its organization and with its media agencies. At the same time the brands retooled the email database to gather a much wider range of consumer behaviors so that Mondelez aspires to know that chocolate lover better than anyone else in the candy chain.
- Keynote
- Hamish Stacy, Data and CRM Manager - Europe, Mondelēz
3:35 PM
Sponsor Spotlight
3:45 PM
Case Study: Extreme Personalization
Timing is everything…especially in personalized messaging. Ochsner Health shows us how they are using real-time email responses to patient online and offline behavioral triggers to build genuinely conversational experiences and keep their members healthier. What can brand marketers learn about customer journeys from the way a major hospital network treats patients? It’s all about letting the user drive the conversation, not technology or marketing.
- Presenter
- Chelsea Lockhart, Manager, CRM & Marketing Strategy, Ochsner Health
4:10 PM
Sponsor Spotlight
4:20 PM
Trivia Contest
4:35 PM
Case Study: Case Study: Email Deliverability: The Hero’s Journey
Faced with poor inbox placement rates and high spam rates in GMAIL, Terminix’s email hero started a deliverability journey. Segmenting her audience by engagement addressed the problem, but that led to decreasing list sizes. Tune int o hear how our hero juggled deliverability, customer acqusitiion and conversion goals.
- Presenter
- Janet McQuarrie, Email Marketing Strategist, Terminix
4:55 PM
EIS Roundtable
For 15 years these Insider Summit Round Tables have been where marketers bring their questions, challenges and insights for one another to share in casual, off-the-record conversation. This Virtual Insider Summit is no different. Webcams and Mics ON. Recording and reporting OFF. Discuss amongst yourselves!
4:55 PM
Roundtable: Personalization Content Strategy
Being able to target ever-tighter customer segments doesn't mean you have anything of relevance to say to them. We explore how email marketers are creating content strategically to parse across the right audiences with the right messaging. What does a customer-first email centric content strategy look like?
- Featuring
- Brittany Offredi, Senior Manager, Email Channel Management, ScotiaBank
- Michael Pattison, Director of Relationship Marketing Strategy, Vail Resorts
- Sara Yamamoto, CRM Manager, PolicyGenius