July 8 - 9, 2020
Virtual Event - ALL times EST

Event Sponsors

Agenda

Wednesday, 07/08

Day 1 - Personalization: A Strategy, Not a Tactic

From grand brand strategy to everyday execution, we open the Spring EIS drilling into the next generation of approaches to going one-to-one with your customers. How well have one-to-one strategies served email marketers during the crisis?

12:30 PM ET
Opening Remarks
MCS
Lisa Singer, Event Editorial Manager, MediaPost 
Steve Smith, VP, Editorial Director, Events, MediaPost 
12:40 PM ET
Keynote: Stress-Testing ‘Customer-First’ Messaging: McD’s Emergency Pivot
For McDonalds the 2020 CRM plan had always called for a shift to customer-led messaging…until the Covid-19 crisis strapped a rocket to that plan. Catherine Thacker takes us for the unexpected ride, as email quickly emerged as a critically important channel to maintain a dialogue with customers during crisis. What did McDs learn about its customers’ needs, about balancing a customer-first approach, engagement and conversion? And as locations open up, how will consumer behaviors change and require new approaches to messaging?
Interviewee
Catherine Thacker, Director of CRM, McDonald's 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
1:05 PM ET
Sponsor Spotlight Presentation
1:15 PM ET
Panel: Notes For an Emergency

During the Covid-19 crisis, email went from being a central channel to customers to being the ONLY one. From communicating essential information about sales policy to safety, store closings to special offers, email had to carry an unprecedented load in recent months. What did we learn? About our own infrastructure? About the limits and possibilities about this channel? About our owqn customers? We ask our marketers to reflect on what they learned, and what has the Covid-19 crisis changed our approach to email for good?

Moderator
Lisa Singer, Event Editorial Manager, MediaPost 
PanelistS
Kristie Doak, Senior Manager, Database Marketing, PGA Tour 
Jim Parsons, Marketing & Product Executive, UPS Worldwide Services 
Linda Yu, Director-Outbound Marketing, Zillow 
1:40 PM ET
Email Insider Trivia - Part I
1:45 PM ET
Q&A with 7-Eleven: When Personalization Is Mission Critical
Greater personalization, dynamic content and geo-targeting are on every e-mail team’s wish list. But when the Covid-19 crisis hit, these “nice-to-have” capabilities became “need-it-now” for 7-Eleven. As lockdown policies and store procedures often varied by county and zip code, getting the accurate content to the right customer raised the stakes on personalization considerably. We explore how this crisis has accelerated 7-Eleven’s messaging journey and taught it a load of new tricks.
Interviewee
Sonia Williford-Gill, Manager, CRM, 7-Eleven 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
2:05 PM ET
Sponsor Spotlight Presentation
2:15 PM ET
Roundtables

Success Story Singalong - Leslie Jurgens, Director of Loyalty & CRM, Fresh Thyme
What worked? Our open roundtable invites veterans of EIS and newcomers to share the little and big email wind from the last few months.

Personalization When It Matters - Heather Grimstead, Senior Director, Global Email Marketing, The Knot Worldwide
Every email marketer is on a perpetual path towards better perosnalization of their messaging. Has this exceptional year accelerated or disrupted the personalization plan? 

Thursday, 07/09

Day 2 - It's All About Execution

Day 2 of EIS drills into the messaging toolbox to see what is working, from interactivity to testing, dynamic creative to timing and cadence, marketers from a range of brands share their best practices, hard lessons learned.

12:30 PM ET
Welcome Back
MCS
Lisa Singer, Event Editorial Manager, MediaPost 
Steve Smith, VP, Editorial Director, Events, MediaPost 
12:40 PM ET
Keynote: Personalization on the Fast Track
This session will give attendees a roadmap to move from untargeted blast emails to more targeted segmentation and then on to personalized email content. We'll be outlining the steps Brooklinen has taken to drive their email program forwards leading to an increase in engagement and revenue while driving down cost.
Keynote
Allie Donovan, Director of Email and Retention, Brooklinen 
1:05 PM ET
Panel: Messaging the Crisis: Rethinking Content

The Covid-19 crisis forced all marketers to pivot their messaging sharply and quickly. For most brands, the usual sales pitch felt inappropriate, The email channel became critical to effecting the right tone, voice and information. How did brands meet the content challenge? What messaging is resonating best with customers now, and how does messaging unwind from crisis mode to a new normal?

Moderator
Lisa Singer, Event Editorial Manager, MediaPost 
PanelistS
Stephanie Fagan, Director of Email Marketing, Spartan Race, Inc. 
Mike Lawson, Copywriter, Beardbrand 
Joshua Margulies, Director of Integrated Brand Marketing, Jacksonville Jaguars 
1:30 PM ET
Email Insider Trivia - Part II
1:40 PM ET
Case Study: Building The Better Customer Journey
Customer journeys to life insurance and real estate purchases are as long as they are highly personal. The lifecycle marketers at online insurance marketplace Policygenius and tech-driven real estate brokerage Redfin share how they mix online marketing with offline touches to create robust, effective customer journeys that make purchasing decisions like these easier for their customers. Jessica and Katie’s case studies and best practices will also share how email leverages the licensed experts behind their brands to seamlessly connect online and offline experiences.
PresenterS
Jessica Owen, Associate Director, CRM, Policy Genius 
Katie Raynolds, Marketing Channel Manager, Redfin 
2:05 PM ET
Roundtables

Stress-Testing Testing 
Chester Bullock, Director, Marketing Technology, RentPath
A/B Testing is core to email marketing. But what happens when Disaster strikes and other priorities take precedence? Does testing have a role in crisis messaging?

Building the Better Stack - Hanna Yi, Senior Email Marketing Manager, The Knot Worldwide;
Scott Cohen, Email Channel Manager, Purple; Thomas Dinneny, Marketing Manager, The Madison Square Garden Co.
Sara Main, Sr. Analyst, CRM, Scotts Miracle-Gro
Integrating email programs with the rest of the marketing stack and data management is critical to next lwevel personalization. Let's discuss how email mavens are vetting new tech and then plugging it into the stack...and the staff

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