December 7 - 8, 2020
Virtual Event

The Permanent Pivot: Planning the 2021 Message

News flash! There will be no "new normal." 2020 reshuffled every email marketers' priorities and resources. Content strategy, communication cadence, deliverability, the demands of sales vs. brand messaging, personalization roadmaps, attribution and allocation priorities and more will likely stay in flux even as email marketers plan for 2021. So how do you allocate resources, plan campaigns, adjust KPIs in a fluid near-term consumer environment?

The annual Winter Edition of the Email Insider Summit brings messaging marketers together to share how they are bringing order to the uncertainty of 2021.

  • How are email marketers budgeting and allocating for 2021?
  • What new role will personalization play?
  • How email tech helps or hinders ever-changing marketing goals.
  • How to mature measurement and attribution in a more complex channel mix.
  • How lifecycle marketing drives email to the center of the marketing mission.

Pivoting in response to changing social, economic and consumer environments has to be baked into every plan now. For 15 years, the leading message marketers gather at EIS, where they have the time and context to compare notes on what is (and isn't) working.

Let's discuss.

Join the conversation #MPEIS

Conference Content Programmer:

Steve Smith, VP, Editorial Director, Events, MediaPost


Advisory Board:

Chester Bullock, Director, Marketing Technology, The RentPath Network

Email Insider Summit 2020 Attendees Include

Reasons and Benefits of Attending

  • Unparalleled access and knowledge sharing with the leading minds in the Industry
  • Morning Sessions – a marketers-only agenda of peers sharing with peers their best practices, case studies, and newest tactics which can all be applied to your marketing strategies
  • Noon Roundtables – open, off the record, discussions of the morning's topics and how they relate to marketers' own business and experience.
  • Afternoon Activities allow attendees to relax and enjoy the beautiful surroundings while forming relationships that last well beyond the conference
  • Cocktails and evening dinners bring the group together over casual conversations and delicious meals
  • Be part of driving the Email Channel forward as a key component of marketing campaigns, within your company and the industry
  • Unlimited access to stay in touch with the office: WiFi enabled conference room and quiet office area; opportunities in morning to stay up to date at the office; afternoon five hour break in order to stay on top of duties
  • Congenial, relaxed experience. Attendees are working together to move the industry forward
  • Enhance your Email initiatives with new solutions learned and partnerships gained

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Agenda

Monday, 12/07

Day 1 - Planning Ahead

EIS leans forward into uncertain winds. How are email mavens planning their strategy, budgets and technology for a genuinely unpredictable year ahead?

3:00 PM ET
Opening Remarks - ALL times EST
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
3:10 PM ET
Keynote: Keynote: Is It Safe? Keeping Email Data Compliant But Actionable in 2021

First party data are not only the highest octane fuel for personalized marketing but also the safest. With over a billion emails sent a year to drive multiple digital businesses, Publishers Clearinghouse has decades of expertise at maintaining the hygiene of the list without sacrificing actionability. Longtime email and compliance guru Sal Tripi shares lessons from a two year project to build data-driven email operations that are ready for the next two years of regulations, cookie lockouts and consumers taking control of their data.

Interviewee
Sal Tripi, VP, Digital Operations and Compliance, Publishers Clearing House 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
3:35 PM ET
Sponsor Spotlight Presentation
3:45 PM ET
Panel: Planning for 2021

This year rearranged priorities for all email marketers as their channel became the critical point of contact with customers. But as flux becomes the new normal into 2021, planning, budgeting, campaigning, content creation all still need to be done. We ask our veteran email marketers to share how they are mapping resources and strategy for the next year. Is this a time for greater personalization, new messaging, a bigger, better tech stack? What will their outboxes look like next year?

Moderator
Erin Everhart, Director Digital Marketing, Arby's 
PanelistS
Scott Cohen, Sr. Email Marketing Manager, Purple 
Kristie Doak, Senior Manager, Database Marketing, PGA Tour 
4:15 PM ET
Sponsor Spotlight Presentation
4:25 PM ET
Case Study: Less is More: How Policygenius Maintains a Personal Touch in Email Marketing/Marketing Automation

When Policygenius streamlined its manual insurance matchmaking process and redesigned its email program, the brand needed to maintain its roots in human connection while providing expertise to guide customers through the insurance shopping process. Sometimes it’s the little things, it turns out, that keep messaging personal, not just personalized.

Presenter
Sara Yamamoto, CRM Manager, PolicyGenius 
4:40 PM ET
Trivia Contest: Sponsored by Iterable
4:50 PM ET
Roundtables
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!
4:50 PM ET
Roundtable: Next-Step Personalization

You'd be surprised how many major league brands continue to lurch past batch and blast emailing into even rudimentary audience segmentation and personalized messaging. So let's compare notes. In this roundtable veterans and neophytes to personalization explore how to get started, what to look out for, and how to execute their next stage of personalization.

Featuring
Chelsea McClure, Director of Engagement Marketing at, Redbubble 
Elizabeth Shannon, CRM Strategy Manager, Experian Customer Services 
Ana Warner, Senior Manager, CRM & Email Marketing, SeaWorld Parks & Entertainment 

Tuesday, 12/08

Day 2 - Optimizing for ROI

Attribution, measurement and accountability are moving into a new level of sophistication. Today we explore how greater infusions of data, tech and integration with other marketing channels is making email even more central to performance.

3:00 PM ET
Welcome Back: EIS Survey Report - ALL times EST
3:10 PM ET
Keynote: SONIC Personalizes Beyond the In-Box

When you promise countless custom varieties of burgers and shakes, don't customers also expect the same level of personalization when communicating with their QSR brand? In order to bring that brand promise into every aspect of the digital experience, SONIC leverages data-driven segmentation, triggering and personalization to tailor the digital touchpoints and messaging the customer prefers. What does it take to build customized experiences at such scale and what have we learned about what, where and when consumers really want to hear from their brands?

Keynote
Kim Lewis, VP, Digital Strategies, Sonic Drive-In 
3:35 PM ET
Sponsor Spotlight Presentation
3:45 PM ET
Panel: Show Your Math: The Next ROI Calculus

Beyond clicks and opens, there remains much more room for email marketers to tailor their attribution and measurement models for the demands of contemporary performance and brand marketing. How are lifecycle marketing, customer journey mapping and tracking moving the field into new levels of measurement sophistication?

PanelistS
Heather Grimstead, Senior Director, Global Email Marketing, The Knot Worldwide 
Shannon Hampton, Director, CRM & Email Marketing, Fracture 
Erin Vitero, Director, CRM and Email Marketing, TechStyle Fashion Group 
4:15 PM ET
Sponsor Spotlight Presentation
4:25 PM ET
Case Study: RentPath Builds Brand By Easing Friction

Every click is a hurdle, not an invitation for users. And every form to fill is a mountain for them to climb. EIS veteran Chester Bullock explains how reducing that friction has increased email's effectiveness in driving qualified leads and at the same time leveraging customer brand loyalty.

Presenter
Chester Bullock, Director, Marketing Technology, The RentPath Network 
4:45 PM ET
Roundtables
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!
4:45 PM ET
Roundtable: That Measurement Roundtable
Already hands-down the leading marketing channel for ROI, email marketers share their challenges and solutions for getting a deeper attribution of email's real value to the marketing plan.
Featuring
Tom Rowe, Senior Manager, Digital Marketing Operations, McCormick 

Featured Speakers

Chester Bullock

The RentPath Network
Director, Marketing Technology

Scott Cohen

Purple
Sr. Email Marketing Manager

Kristie Doak

PGA Tour
Senior Manager, Database Marketing

Heather Grimstead

The Knot Worldwide
Senior Director, Global Email Marketing

Shannon Hampton

Fracture
Director, CRM & Email Marketing

Kim Lewis

Sonic Drive-In
VP, Digital Strategies

Elizabeth Shannon

Experian Customer Services
CRM Strategy Manager

Sal Tripi

Publishers Clearing House
VP, Digital Operations and Compliance

Ana Warner

SeaWorld Parks & Entertainment
Senior Manager, CRM & Email Marketing

Sara Yamamoto

PolicyGenius
CRM Manager

Erin Everhart

Arby's
Director Digital Marketing

Chelsea McClure

Redbubble
Director of Engagement Marketing at

Tom Rowe

McCormick
Senior Manager, Digital Marketing Operations

Steve Smith

MediaPost
VP, Editorial Director, Events

Erin Vitero

TechStyle Fashion Group
Director, CRM and Email Marketing

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